tsmg

A leading hotel chain with properties over 12 countries wanted to evaluate the effectiveness of their current reservation channels for various customer groups.

This is in order to identify process loopholes and deficiencies and develop an optimal reservation channel strategy for enhancement of booking revenues.

Tata Strategic developed a channel optimization solution using advanced optimization techniques and predictive analytics. This required analysis of reservation level data across various properties and multiple reservation sources. Guest segments were identified using demographic, geographic and travel category data available from the guest profiles. Each reservation channel was evaluated on the basis of different parameters like booking rate, customers booked and the loss of opportunity in the current process was measured. Logistic regression models were created to quantify and understand effectiveness of reservation channel for the different guest segments.  

Results of this exercise were optimized business decision rules and process for effective channel utilization.