Hospitality Sales and Marketing Association International
Hospitality Sales and Marketing Association International
 
Hospitality Sales and Marketing Association International
How Our Hotel Chain Uses Data to Find Problems and Humans to Fix Them | hbr.org/

May 23, 2018

At Dorchester Collection of ultra-luxury hotels, we use big data and analytics to help us improve our guest offerings and marketing. Our tool, Metis, analyzes data from online reviews and social media to uncover problems and opportunities. But, as the Dorchester Collection's director of global guest experience and innovation, I've discovered that often the data can only tell you where there's a problem, not why it exists, or how to fix it. That requires human intervention.

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