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Gain a clearer understanding of guests to maximize customer value with SAS® for guest value optimization. Armed with fact-based insights, you can build brand differentiation and loyalty while giving priority to the most profitable guests at your properties by knowing guest trends, profitability and preferences. Forecasting of rooms and other resource needs allows better overall planning and revenue management – further maximizing profitability.
SAS for guest value optimization enables you to:
- Consolidate disparate customer information from siloed operational systems for a comprehensive guest view.
- Model, predict, report and analyze guest information.
- Automate and personalize campaigns and track guest communications.
- Optimize your resources by putting your most profitable guests in your hotel.
To deliver these benefits, SAS offers these capabilities:
Guest data quality and integration – Bring disparate customer data together from different sources – such as reservations, loyalty and point of sale – to create a total guest view for segmentation purposes. Better understand booking trends, guest preferences and guest profitability.
Guest value – Measure and predict current and future guest value; i.e., the relative spending a guest does at your properties – be it in a hotel room, a spa or on food and beverage – while taking into account room displacement costs. This helps provide a more accurate assessment of what your guests are worth to your organization.
Guest segmentation – SAS offers advanced customer segmentation by factors such as lifestyle and behavior (e.g., frequency of stays and relative spending). You get a total guest view for more effective business insight, including guest preferences, likelihood to respond to promotions and travel trends.
Guest predictive modeling – As little as one percent of overall customers can be driving as much as 20 percent of your overall revenue. With SAS you can build models that predict guest frequency and worth into the future. Historical data shows how often a customer visits your properties, but predictive models reveal the customers for which you are losing wallet share to competitors. Once SAS identifies these customers, you can target them for campaigns that will attempt to increase their loyalty. This enables you to have more profitable marketing campaigns and target only those guests who are most likely to respond. You can also customize predictions for each regional market, which is important because frequent customers in one city can look quite different from frequent customers from another.
Guest revenue forecasting – Achieve highly accurate unconstrained and constrained room or cabin forecasting for both group and transient demand, retention rate, price elasticity, and dilution by customer segment. This includes forecasting cancellations and no-shows. SAS also helps to forecast staffing and to optimize resources needed to properly serve the forecasted guest demand.
Guest reporting and business intelligence – Exploit this vital information with high-end reporting and data visualization tools including performance dashboards so that information can be shared across the enterprise among guest-facing personnel, decision makers and business analysts, to name a few.
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Industries
Aerospace
