Use Case: Unlocking Hidden Data to Unveil Customer Insights for Tower Hall Hotel

Situation: The Historic Town Hall Hotel stands proudly in the heart of London's East End, boasting 100 spacious, well-appointed bedrooms within its historically significant architecture. Despite its aesthetic allure and prime location, THH sought a deeper connection with its clientele. Their goal was to excavate beneath the surface-level data to understand the nuanced desires, needs, and profiles of their guests. By doing so, they aimed to tap into unexplored potential and fine-tune their marketing strategies to target the most lucrative segments.

Challenge: The core challenge was to extract meaningful insights from extensive data sets. The hotel needed to interpret complex information, combining demographic details, guest stay data, and nuanced feedback from customer reviews. The goal was to transcend basic analytics and truly comprehend the customers' profiles, preferences, and the distinct value they bring. This understanding was critical in developing a precise customer segmentation model to direct focused marketing initiatives and craft personalized guest experiences.

Action: We embarked on a meticulous data curation process that involved:

• Sourcing data from two primary channels.

• Undergoing a rigorous process of cleaning and transforming the data for analysis.

Employing advanced data analytics techniques, we scrutinised the complete dataset alongside client reviews to identify patterns and trends. The focus was on aligning demographic data with stay-related information and feedback to paint a comprehensive picture of the customer journey and experience at Town Hall Hotel.

Outcome: The result was a detailed 50-page data visualisation report highlighting key insights into the hotel’s clientele. The report detailed various findings and analyses, pinpointing precisely where Town Hall Hotel could unlock revenue growth and enhance guest experiences. We provided strategic recommendations for actionable next steps to capitalise on these insights.

Conclusion: Our analytical deep-dive revealed specific markets where Town Hall Hotel has a unique value proposition. These markets are characterised by guests who not only generate higher revenue but also tend to book longer stays and exhibit a higher potential for return visits. By targeting these segments, Town Hall Hotel can focus its marketing resources more efficiently and maximise its revenue potential.