New research reportBased on a survey of over 250 hotel IT decision-makers, the study reveals that “data problems” in hospitality are still not solved. The research was conducted Starfleet ResearchStarfleet Media, the IT research arm, has partnered with to provide best-practices for technology decision makers. IBS Software, a leading global provider of SaaS-based solutions for the hospitality and travel industry. iStayIBS Software’s is a cloud native hospitality management platform which unifies reservations and revenue functions, as well as sales and distribution, marketing and loyalty, on a single system.
The report How Top-Performing Hotels Turn Big Data Into Big Wins. Hotels: 24% report full integration of their core systems—PMS, RMS, POS, booking engines, distribution platforms, and loyalty programs among them. Just 34% Manage guest data centrally 42% Do not rely on disconnected system 16% still use manual methods. If systems do not communicate, commercial and operational decisions can be delayed or made based on incomplete data, which leads to missed revenue opportunities as well as inconsistent guest experiences.
The Data Gap between Data-Rich & Data-Smart
The research found that top-performing hotels—those reporting measurable gains in revenue, guest satisfaction, and operational efficiency—are far more likely to operate on fully integrated, cloud-native platforms. These platforms combine reservations, guest profiles and pricing histories, as well as service requests, into a single, integrated platform.
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Dashboards based upon roles, real-time dashboards for GMs and revenue leaders.
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Automated updates in all channels and departments. 20% Some hotels still manually manage their inventory.
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Staff onboarding is faster and workflows are streamlined (only 20% Hotels currently onboard in less than a weeks time.
A large resort replaced its fragmented technology stack with a single data architecture. The result? Spending on ancillary items per night increases by 22%, driven by automated F&B upsell campaigns tied to real-time occupancy and guest profile data.
On the rise: Real-time and Predictive Intelligence
You can also contact us by clicking here. Nearly one hotel in four is a 4-star or higher The leaders push live insights to each team because they are unable to see basic KPIs, such as occupancy rates, ADRs, and labor productivity. This includes:
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It takes only minutes to detect and adjust prices.
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Rerouting cleaning priorities according to the live status of a room.
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Monitoring IoT sensors to identify maintenance issues and resolve them before they affect guest comfort.
Predictive analytics is the next big thing. The survey revealed 45% Hoteliers are planning to invest in AI-powered decision support and forecasting tools within the next 12 months. Only a small percentage of hoteliers plan to invest in AI-powered forecasting and decision support tools within the next year. 15% currently use predictive models for labor planning—even though nearly 50% The top operational challenge for many companies is the cost of labor.
A hotel in an upscale city that used predictive analytics to predict demand for meeting spaces boosted revenue by 27% quarter over quarter.
Even after the introduction of scales, personalization is still lacking
Despite clear benefits, personalization remains underutilized. Only 32% Hotels that integrate loyalty and engagement data into their PMS or CRM are seeing a rise in revenue. Hotels that do personalize at scale—using behavioral and contextual data—are seeing:
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Conversion increases from Upsell 17-25%.
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Packages that are tailored to your needs can increase ADR and RevPAR.
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Enrollment in the loyalty program is free up to 3x more likely.
Seven Steps for Data-Driven Excellence
The research provides a road map for hotels that want to close this gap.
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Audit and consolidate your tech stack.
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Centralize guest and operational data.
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Real-time insight for every role.
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Use predictive analytics to optimize staffing, pricing and demand.
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Automate manual processes whenever possible.
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Every touchpoint can be personalized to engage guests.
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Improve data fluency throughout all departments
In a competitive market marked by increasing costs, labor shortages and shifting expectations of guests, the ability anticipate, personalize and react with precision has been a key advantage.
The findings of the research in How Top-Performing Hotels Turn Big Data Into Big Wins Go beyond the headline statistics. The report provides in-depth analyses, real-world examples, and a roadmap to unify systems, unlock real-time intelligence and personalize the guest experience on a large scale. The report also highlights the emerging trends of AI-powered data forecasting, cross-functional data-sharing, and predictive analytics that are shaping hotel performance in the future.
The full report is available (now available For free download), this guide provides hoteliers with the best practices and insights they need to bridge the gap between data rich and data smart operations.
