Spangrud Portfolio Paper - ISM 6137 PDF

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This paper focuses on business analytics of the hotel and motel industry....

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Running head: BIG DATA IN HOTEL AND MOTEL

The Use of Business Analytics in the Hotel and Motel Industry Samuel David Spangrud University of West Florida Business Analytics – ISM 6137 Dr. Esmail Mohebbi June 29, 2021

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Running head: BIG DATA IN HOTEL AND MOTEL

Table of Contents I.

Executive Summary

II.

Introduction

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Running head: BIG DATA IN HOTEL AND MOTEL

Executive Summary The hotel and motel industry is an industry based on offering short-term and longterm lodging for business, vacation, and other travel needs for everyone around the world. Many hotels and motels also offer food and beverage options for their paying customers to enjoy and to keep them coming back (Ristoff, 2020). Over the last six years from 2015-2021, the hotel and motel industry has seen a decline in revenue and profit largely due to the coronavirus pandemic that took place over the course of 2020. With these declining numbers, many hotel and motel operators have been forced to switch up the way they run their properties and change the structure of their business. The hotel and motel industry faces many competitors such as AirBnB, casino hotels, bed and breakfast properties, and hostels. In order to stay as the primary lodging facility among travelers, leaders of the industry must continuously experimenting and trying new ways to attract new consumers as well as keep current consumers coming back. This is not possible without big data and using data analytics to identify and evaluate positive and negative trends that affect the industry. This paper will serve as an analysis that will take a deeper look into the data analytics of the industry as well as identify challenges and opportunities within the industry. After a brief introduction of the industries different offerings and different lodging experiences, a historical analysis will be conducted which will lead into the current status quo of the industry. As stated previously, an in-depth analysis of opportunities and challenges that the hotel and motel industry will be discussed and evaluated. Additionally, a gap analysis will

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Running head: BIG DATA IN HOTEL AND MOTEL

be constructed. The gap analysis will show areas in the industry that fall short of expectations and desired outcomes of big data business analytics. Once the gaps are identified, strategies for improvement and advancements within the industry will be identified and discussed, followed by an analysis of the benefits of big data and how big data information can be sustainable over future years. Overall, the hotel and motel industry is in the mature phase of its life cycle. This is defined as high barriers of entry as well as focusing on expanding revenues and become more prevalent around the world rather than strictly the United States. Even though the industry is in its mature stage of life, there is still room for improvement and change which can be found within the meat of big data and data analytics.

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