Predictive Hotel Shopper Analytics is a Travel Industry Game Changer
nSight, out of Nashville, Tennessee, the leader in online consumer shopping intelligence for hotels and destinations, today announced that sbe, a global hospitality and entertainment company, is using nSight's predictive marketing and revenue management intelligence platform across its portfolio. Known as an innovative lifestyle brand, sbe leverages nSight's forward-looking consumer shopping data to improve digital ROI and support business development initiatives.
What the Hotel Consumer is Shopping for is now Clearer than Ever!
"nSight's ability to show us how consumers are shopping for future stays is a game changer for our integrated marketing and revenue strategy," said Nicole Young, Vice President, Revenue & Sales at sbe. "The insight gives us the ability to market to active hotel shoppers and price based on consumer reaction to stay period rates for both our hotels and the competition. It's redefining how we target and capture online bookings."
nSight's Hotel Solutions consist of the nSight interactive SaaS application and reporting that brings search, booking and rate dynamics into one forward-looking view so Marketing and Revenue Management can act together. nSight equips hoteliers with predictive data that gives a clear picture of the demographics and geography of consumers are who are shopping them and competitors by future arrival dates, allowing properties to target online advertising and grow direct bookings.
"Hotels need more than rate shopping to make intelligent pricing decisions today," said nSight President Jami Timmons. "Just following competitor rate hikes or cuts can reduce margin and erode brand value. Now, sbe can drive revenue strategy based on the consumer demand and market response to their rate and the competition's rate. Higher demand can support higher rates, boosting ADR and RevPAR." sbe also uses nSight's 85 million hotel looks and books daily to build up historical performance of its hotel acquisition targets. "nSight fills in data holes for our new hotel acquisition and development efforts," adds Young, "Consumer shopping and booking trends give powerful insight on new properties we've acquired that don't have a reliable performance history.
As we rebrand these properties, nSight's forward-looking data helps us to hit the ground running with market-based demand forecasts, persona-driven targeting and rate intelligence that ensures we don't leave money on the table when making pricing decisions for new properties."
nSight's Website Benchmarking Report
sbe leverages the new Hotel Online Traffic report to compare consumers who are searching and booking their hotels on third parties and consumers searching and booking their hotel website. It grows direct bookings by showing sbe's digital marketers where to target consumers who are shopping for sbe hotels exclusively on the OTAs and not on their brand website.To enable hotels and management groups to experience the power of predictive consumer data,nSight is offering its Hotel Online Traffic Report free for hoteliers to try.
This article was published previously HositalityNet on December 2015.