SnapShot's monthly recap of the most relevant, important, and interesting news in hotel data and analytics.

1. www.snapshot.travel news@snapshot.travel @snapshot_demand Kurfürstendamm 212, 10719 Berlin

2. This month we’ve got a real mix of juicy content for you.
First up, our brand new Types of Hotel Data infographic
that shows you just what data is out there for hoteliers
to use, how it relates to other data, how it’s sourced,
and the tools used to analyze it.
We’ve also got a fantastic list of data visualization tools
(for non-techies, too!), modern approaches to revenue
management and hotel marketing, better ways to look
at data and technology, why it’s even important in the
first place, and the always-useful hotel marketing tips
for small hotels, specifically hotel websites.
With so much happening in our industry and so little
time, we hope this monthly recap helps keep you up-to-
date. We hope you enjoy the read!
Regards,
Clay, Martin, and the SnapShot team.
Editorial
A monthly recap of hotel
data and analytics news

3. Why must we subjugate ourselves to frankly boring Excel charts and uninspired graphs? How you communicate information
doesn’t end at the data used, but actually how it’s presented. Human beings are visual learners so when data is presented
in easily understandable ways that are also aesthetically pleasing, more information is retained. With that in mind, here is a
great list of data visualization tools for both non-techies and developers. Why look at never-ending lists of numbers when
you can look at pretty (and informative pictures?) Get those XML files ready!
The 14 Best Data Visualization Tools

4. Perhaps one of the largest trends in
hospitality today is the “convergence” of
different areas of expertise within the hotel
in working towards shared, digitally-linked
goals. With various management and
strategic roles in hospitality taking on more
holistic approaches to what they do,
revenue management and digital marketing
are converging in an unprecedented
manner.
The Convergence
of Revenue
Management and
Digital Marketing

5. There’s a lot of data out there. I mean, the hospitality industry has more guest data than almost any other industry, so it can
be naturally kind of intimidating. Once that data is organized, however, it starts to make a lot more sense. That’s what this
Types of Hotel Data Infographic is all about. It’s the Wheel of Discovering Your Hotel Data… Or something like that. No
matter what you call it, this chart will help you understand the types of data your hotel encounters: big data, small data, their
sources, and the tools used, so take a look and get a better handle on your data today.
The Hotel Data Types Chart 2016

6. No matter the field you’re in, data makes a
big difference. Smart marketers are using
new data analytics tools including predictive
analytics to make better decisions, and to
create more compelling and effective content.
Here's a great guide to using predictive
analytics more effectively, including examples
like churn propensity and credit analytics.
Wave of the future, my friends.
Expanding Your
Marketing Playbook
With Predictive Analytics

7. Airbnb has developed a user-friendly analytics platform that allows all of their employees to better understand their data, instead
of only data scientists. If all employees had access to valuable data, and could easily explore it, there’s no telling what new
opportunities could arise. Big fans of the idea, over here. After all, everyone should care about their company's data.
How Big Data is Used to Disrupt
the Hospitality Industry

8. Hello.
My name is Toni.
I’ve been a Director of Sales and Marketing in hotels
for more years than I can remember.
I recently came across SnapShot and loved the
Analytics tool. So much so that I’m now giving
demos and helping hundreds of hotels learn about it.
If you want to find out more about analytics book a
demo and I promise to give you an excellent walk-
through of how it can help you better manage your
hotel.

9. Hospitality has been evolving at a
breakneck pace, but revenue management
specifically is developing at an
unprecedented rate. Here’s a look at how
you can use tech and data to customize
and improve the guest experience, from
the time they book through arrival. (It's
pretty useful during their stay and after
their departure, too). Everything from
destination marketing, personalized emails
(and other communication tools), and
building better guest profiles.
10 Key Trends for
Modern Revenue
Management

10. "Data is only as
good as its use."
“
”
Image source: Tableau
Data For
Dummies:
Small Business Data
Analysis Strategies
Many small hotels believe that they don’t
have the budget to invest in massive data-
driven revenue or marketing initiatives.
Yet, even if you're running a mom-and-pop
business, you can use the data you're
already collecting (or can easily collect) to
be more efficient and improve customer
satisfaction. Check out this Fortune article
providing data 101 tips for small
businesses, and is totally applicable to
hoteliers.

11. Hotel marketers often get concerned with getting good stats rather than investigating whether they are actually using the
right metrics. This article lists some highly useful tips on the hotel marketing numbers that actually matter today. Agreed on
the important categories mentioned here by Vikram, and also will use any reason to sneak an awesome dinosaur picture
into these slides.
Dinosaur Metrics Are Taking a Bite Out
of Your Hotel Marketing Performance

13. SnapShot’s COO and co-founder, David Turnbull wrote this great post for us recently, explaining how hotel technology and
data can help hotels to better understand their customers, market to them more effectively, and create better experiences.
If you like the article, check out the online course we made in partnership with ESSEC Business School for an even more
detailed look.
How Hotels Can Use Technology
To Better Understand and Serve Guests

14. If you’re looking for a all-in-one no-B.S.
guide to what your hotel website should look
like in 2016, take a look at this guide put
together by Tambourine. It’s an awesome
checklist of features that any successful
hotel website should have. After all, it’s one
of the most important marketing tools at
your disposal, so make the most of it!
The 25 Most
Important
Features Of Your
Hotel Website

15. In case you missed it, here’s our recap of the top stories in hotel data and analytics from last month.
Some great reads in here including articles on cloud computing, machine learning, hotel asset management, and tips from
an experienced hotel marketer (plus much more). Until next time.
Hotel Data & Analytics News - April 2016
Our Recap from Last Month