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.
How Our Hotel Chain Uses Data to Find Problems and Humans to Fix Them
The combination of analytics and human insight can improve the guest experience.
May 18, 2018
Summary.
Dorchester Collection of ultra-luxury hotels used big data and analytics to help improve guest offerings and marketing. Their tool, Metis, analyzes data from online reviews and social media to uncover problems and opportunities. But, the director of global guest experience and innovation found that often the data could only tell that there’s a problem, not why it exists, or how to fix it. For that, the hotel chain realized that it would need human intervention.