To build a hotel, first of all, project evaluation and feasibility analysis, only through the project evaluation and feasibility analysis can finally decide whether it is suitable to build a hotel. If it is suitable to build a hotel, what is the cultural theme of the hotel? What kind of scale and grade will be built? What kind of products will be designed? What is the source group of the hotel? What kind of price can be sold? Future market supply and demand, etc., these elements need to be determined before the construction of the hotel, which is often referred to as the pre-market positioning.

Build a hotel not only need to invest a lot of money, and the construction period generally need 3 to 5 years or longer, the construction cost is very high; once the hotel is built and put into operation, and then want to change its market positioning is very difficult, it can be said that the pre-market positioning is an inadmissible bias of the work. Otherwise, it will bring incalculable late losses to investors. Thus, it can be seen that the early market positioning is very important for the construction of the hotel, only accurate positioning and even precise, in order to make the construction of the hotel and the future market environment to adapt to the construction of the hotel to meet the market demand for hotel products, so that the hotel in the competition is invincible. However, in order to do this, there must be enough relevant data and market information for hotel researchers to analyze and judge, only work experience is not enough. Usually, in the pre-market positioning of the hotel, the collection of relevant data mainly comes from statistical yearbooks, industry management data, relevant industry reports, industry experts' opinions and local market surveys, etc., which are often characterized by insufficient sample size, time lag and low accuracy, etc., and the amount of information that hotel researchers can obtain is very limited, which makes accurate market positioning a data bottleneck. With the advent of the big data era, with the help of cloud computing and data mining technology can not only provide researchers with sufficient sample size and data information, but also through the establishment of mathematical models with the help of historical data on the future market prediction, for researchers to provide a broader space for data collection, statistics and analysis. Of course, only by the hotel itself to complete a large number of data collection and statistical analysis work is difficult, but also need the help of the relevant data companies, for the hotel to develop a more accurate pre-market positioning.

Two, big data in the future will become a hotel marketing tool

In the hotel marketing work, whether it is products, channels, prices or customers, it can be said that every job is closely related to market data, and the following two aspects of the hotel marketing work is the most important. First, through the acquisition of data and statistical analysis to fully understand the market information, to master the competitor's business situation and dynamics, know the hotel in the competitive group in the market position, to achieve "know the enemy and know yourself, the purpose of a hundred battles is never in danger"; Secondly, the hotel through the accumulation and digging customer file data, help to analyze the customer's consumption behavior and value The second is that the hotel through the accumulation and mining customer profile data, help to analyze customer consumption behavior and value of interest to facilitate better customer service and the development of loyal customers, the formation of the hotel's stable members of the customer.

In the traditional market competition mode, due to the limited access to data resources, hotels can only rely on limited survey data on individual competitors for comparative analysis, unable to fully grasp the market dynamics and supply and demand, especially the competitive situation, it is more difficult to determine the hotel's position in the competitive market, to the hotel to formulate the correct competitive strategy brings difficulties. With the continuous updating of the hotel marketing management concept, the original traditional marketing model has faced a serious challenge to managers to accurately grasp the market information, accurate understanding of competitors' dynamics, the development of appropriate prices put forward higher requirements. The analysis of market competition has also been transformed from the original simple analysis of room occupancy rate, average room rate and RevPAR to the data analysis of competitive groups, such as: Market Penetration Index (MPI), Average Room Rate Index (ARI), Revenue Index (RGI), etc., and from the dimension of the time dimension, market share and year-on-year rate of change. Through the analysis of these market benchmarking data, hotel managers can fully grasp the information on changes in market supply and demand, understand the potential market demand for hotels, accurately obtain the business situation of competitors, and ultimately determine the hotel's position in the competitive market, so that the hotel can formulate accurate marketing strategies, create differentiated products, and set the right price to play a key role. The concept of the application of big data is precisely the need for hotels to obtain these market market data, and through statistical and analytical techniques to provide assistance to the hotel. In the analysis of customer consumption behavior and interest, if the hotel is usually good at accumulating, collecting and organizing information and data on customer consumption behavior in the hotel, such as: customer spending in the hotel, the choice of booking channels, preferred types of rooms, the average number of days stayed, the purpose of coming to the hotel belongs to, preferred background music and dishes, etc.. If the hotel accumulates and masters these data, it can be statistically and analytically to grasp the customer consumption behavior and interest preferences. When the customer comes to the store again and finds that you have prepared for him to like to stay in the room, playing the music he loves to listen to, for him to recommend his favorite dishes, then he is already your loyal customers. Therefore, it can be said that the data contains the power of surprise, if the hotel managers are good at marketing to use, will become the hotel in the market competition invincible weapon.

Three, hotel revenue management is inseparable from the support of the data

Revenue management as a hotel revenue maximization of a theoretical discipline, in recent years has been the industry's general concern and to promote the use of the meaning of revenue management to the right product or service, at the right time, at the right price, through the right sales channels, sold to the right customers, and ultimately achieve the goal of maximizing hotel revenue. Hotel revenue maximization goals. To do the above five elements of the effective combination of demand forecasting, market segmentation and sensitivity analysis is the work of the three important links.

Demand forecasting is through the statistics and analysis of data, to take a scientific forecasting method, through the establishment of mathematical models, so that hotel managers to grasp and understand the potential market demand for the next period of time for each segment of the market bookings and hotel price trends, so that the hotel can be adjusted through the price of the leverage of the market balance between supply and demand, and for different segments of the market to implement the dynamic pricing and Differential pricing; in times of strong market demand by raising prices to earn more revenue, in times of market weakness by launching promotional prices and discounts to attract customers, in order to ensure that the hotel in different market cycles to maximize revenue. The benefit of demand forecasting is that it allows hotel managers to be more proactive in their judgment of the market, and to maximize potential revenue by placing the right products and prices in the market during different market fluctuation cycles. Segmentation of the market for the hotel to accurately predict the booking volume and the implementation of differential pricing provides the conditions, differential pricing is through the same hotel products (such as: the same type of rooms, meals and recreation and sports programs, etc.) according to the different segments of the market to set different prices of the behavior and methods, which is characterized by the willingness to pay for customers with high willingness to pay a high price for low willingness to pay customers to charge a low price, so that the product is reserved for the most valuable customers. Its scientific nature is reflected in the setting and updating of prices through market demand forecasting to maximize the revenue of each market segment. Sensitivity analysis is the technique of price elasticity of demand analysis to optimize prices for different market segments and maximize the potential revenue of the market. Hotel managers can find the best available room rate-BAR for each segment of the hotel's different market cycles through the price optimization method, and reserve or hold rooms for the most valuable customers through reservation control means, which better solves the problem of room loss suffered due to premature booking by discount customers.

The advent of the era of big data provides a broader space for the development of hotel revenue management work. Demand forecasting, market segmentation and sensitivity analysis of the data demand is very large, in the past is the collection of the hotel's own historical data to predict and analyze, it is easy to ignore the external market information data, inevitably make the prediction of the results of the existence of a certain degree of deviation. Hotel in the implementation of revenue management process if the hotel's own data on the basis of more market data, to understand more market information, while the introduction of competitive analysis, will be the development of accurate revenue strategy, surplus higher earnings to play a role in promoting.

Fourth, the multi-dimensional analysis of customer reviews has become an important element of the potential to tap the quality of hotel services

Network reviews, the earliest from the Internet forums, is for Internet users to communicate with each other in their leisure time network social platform. In the past, customers stayed in the hotel on the Internet evaluation, that is, we often say that the guest evaluation did not cause the hotel managers enough attention, for the customer to reflect the problem, most of the hotels did not do a timely response or even no response at all, the day-to-day management of whether a timely solution to the problems reflected in the guest evaluation is even more unknown, which not only widens the distance between the customer, and the customer and the hotel This not only widens the distance between the customer and the hotel, but also makes the information between the customer and the hotel seem more asymmetric, and loses the opportunity for emotional interaction and communication between the hotel and the customer.

With the development of the Internet and e-commerce, today's hotel guest evaluation is no longer a simple comment on the past, has undergone a qualitative transformation, from the past customers of the hotel service simple praise and criticism of the evolution of multi-content, multi-channel and multi-dimensional objective evaluation of the real, the customer's evaluation of the content also tends to be more specialized and rationalized, the release of the channel is also more extensive. Therefore, today's customer reviews are not only valued by hotel managers, but also highly regarded by consumers. A market survey shows that more than 70% of guests will browse the hotel's guest reviews before booking, which becomes one of the main motivating factors for customers to book the hotel. From a certain point of view, guest reviews have become an important element in measuring the brand value, service quality and product value of hotels today, when the Internet has come into people's lives. Multi-dimensional collection, statistics and analysis of customer review data will help the hotel to understand the customer's consumption behavior, value of interest and the hotel product quality deficiencies, to improve and innovate products, quantify the value of the product, develop a reasonable price and improve the quality of service will play a role in promoting. To do this, the hotel usually need to be good at collecting, accumulating and counting a large amount of data on customer evaluation, multi-dimensional comparative analysis, from which valuable nodes will be found, will be more conducive to promoting the hotel's marketing and quality management, from which to obtain greater benefits.

In summary, big data is not a mysterious word, as long as the hotel is usually good at accumulating, collecting, mining, statistics and analyzing these data, for my use, will effectively help the hotel to improve market competitiveness and profitability, and gain good benefits.