Hotel Remodels
公司规模
1,000+
产品
- APT Test & Learn
技术栈
- Data Analytics
- Performance Measurement Tools
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
技术
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用功能
- 商业运营
- 设施管理
用例
- 预测性维护
服务
- 数据科学服务
- 系统集成
关于客户
An international hotel franchisor with thousands of hotels sought to enhance the aging properties of a core brand through a large-scale reinvention. The company operates globally and has a significant presence in the hospitality industry. With a vast portfolio of hotels, the company aims to maintain high standards and ensure customer satisfaction across all its properties. The company is committed to continuous improvement and innovation, leveraging data-driven approaches to optimize its operations and enhance guest experiences.
挑战
Management believed that a core brand underperformed, in part because of its outdated brand offerings. The hotel chain designed a hotel refurbishment program and began investing hundreds of thousands of dollars per hotel to update lobbies, guest rooms, and exterior signage. The brand’s management carefully tracked the performance of the initial set of “pilot” hotels but was unable to detect a clear impact on key performance metrics. Measured changes in RevPAR, occupancy, and customer satisfaction varied widely, even erratically, across the refurbished hotels. Management halted the remodel investment and reconsidered various options to address the brand’s underperformance.
解决方案
The company used APT’s Test & Learn solution to evaluate the precise impact of the capital investment on each hotel. Given the small number of hotels in the “pilot” program, it was critical to take an analytical approach that minimized the measurement error inherent in analyzing week-to-week changes in performance. APT’s refined measurements clearly identified incremental RevPAR and improvement in guest satisfaction. The confirmed increase in RevPAR made the capital investment attractive to hotel franchisees. APT’s analysis also confirmed that the remodel activity was not cannibalizing surrounding same-brand hotels, and that the incremental business was coming from nearby competitors. In addition, APT used guest data to identify the specific guest segments that the remodel program influenced the most. The company targeted these segments to enhance the program’s returns. Finally, APT identified the characteristics of hotels that were particularly well positioned to benefit from the remodel and therefore likely to generate above-average returns. The company used this analysis to determine which hotels should be prioritized for an earlier remodel, allowing all stakeholders to capture larger profit opportunities earlier in the remodel program.
运营影响
数量效益
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