Cautious Approach
Despite the benefits that come with using big data, there continues to be some gray areas that companies should watch over. Firstly, over-personalisation can backfire because it will be seen as an intrusion to privacy by some people. Hence, companies should use big data to offer a personalised experience, but should not over do it. For example, a journalist who boarded a transatlantic aircraft found much to her surprise, two other journalists who were heading to the same conference in her adjacent seats. Using big data, the aircraft engineered the seating arrangements to give all the three passengers an opportunity to know each other before the conference. On the other hand, a restaurant waiter brought in a complementary drink as soon as a regular customer walked in. Menu choices were also suggested based on the customers’ past orders. While these gestures would be appreciated by some, it would be seen as a heavy hand by others, especially by people who had planned to try out new items this time.
Secondly, big data by itself is of little use unless companies use it in an innovative manner to improve their business offerings. It is this innovation that gives a competitive advantage and makes a product or service more attractive to users.
Lastly, businesses should have the right big data tools to make the most out of it. Real-time analysis and deep insights that will offer new patterns are essential to truly harness its benefits.
In short, Big data is having a profound positive impact on the hospitality industry by offering new patterns and insights that were hitherto not available. With this new information, businesses are in a better position to provide customised service, enhance customer satisfaction, increase operational efficiency and gain competitive advantage, all of which eventually lead to higher profits for businesses. However, there are some areas that need caution, especially in terms of privacy and intrusion to customers. When these areas are addressed, Big data becomes a game -changer for both businesses and travellers.