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Ranked 1st (out of 31)
92 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Certificate of Excellence
Ranked 1st (out of 31)
92 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Certificate of Excellence

Reviews Summary

Ratings Summary
92 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Ranked #1 out of 31 in Business Intelligence

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HotelIQ Overview

HotelIQ uses data from your property management system (PMS) and other internal and external sources. Users access HotelIQ from the web to see and interact with many different analysis screens, which can also be exported and shared as reports. These hotel analytics can be viewed for a single hotel, a portfolio of hotels, or an entire company. Users can analyze history as well as forward-looking dates, and can zoom from the highest down to the lowest, most granular level of their business. HotelIQ helps users to gain new insights into their business and make strategic and tactical decisions that increase hotel revenue and market share. Read more Less

About HotelIQ View website

Founded in 2011 | Headquarters in Atlanta, GA | 7 employees
At Intelligent Hospitality, we're out to change hotel reporting and analytics. With a goal to evolve decision-making in the hotel industry, we've developed HotelIQ Business Intelligence™. Built by hoteliers for hoteliers and specifically designed to support revenue generation, HotelIQ is a one-of-a-kind business intelligence platform for hotels, hotel management companies, brands, real estate investors and anyone else vested in the performance of hotel assets. Read more Less

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What Customers Love About HotelIQ

94% recommend

We've been exceedingly pleased with HotelIQ as a vendor. The product is an excellent value, the team provides fabulous service and the access to data the system provides has been instrumental to our organization. Make sure to take full advantage of the team's expertise during set up.

Corporate Director of Marketing from Resort in San Diego (United States)

HotelIQ is a business intelligence tool that provides insights that till it's creation we could only dream off. I have been honoured to work with the HotelIQ team on getting the very first hotel live and from the start the tool has run smoothly and exceeded all expectations. HotelIQ facilitates making strategic decisions and setting tactics for both Revenue and Sales & Marketing teams, offering the possibility to look at high level trends and drill down to the tiniest detail. Once you have worked with HotelIQ, you cannot do without anymore.

Director Revenue Management from Other in Brussels (Belgium)

- Cross filters that allow detailed analysis - Granularity of system (goes down to rate code level) - Ease of use Usage: Daily Customer Since: 2013 Previously Used: Mainly using Excel prior to working with Hotel IQ for analytics

Revenue Manager from Branded in Saint-Josse-ten-Noode (Belgium)

Fast and quick overview to see what is "happening" in your hotel. Especially with the Booking Pipeline which you give a perfect understanding where the risks and opportunities are.

Director Revenue Management from City Center in (Sweden)

The fact that it has automated data feeds and gives a full scope of your business. It is easy to use and very rarely has data issues

Hospitality Consultant from Other in San Jose (United States)

HotelIQ allows hotel teams to dive into their own data in a comprehensive environment. Being part of the very first users, I don't imagine working without HotelIQ anymore. The detailed insight allowed thanks to this tool allows for precise information and appropriate decisions at the strategic and operations levels.

Hospitality Consultant from Branded in Brussels (Belgium)

The tool is incredibly intuitive and with the first use I was able to access my data at an extremely granular level with only a few clicks.

Director of Revenue Management from Boutique in San Clemente (United States)

Hotel IQ has allowed us to extract information in such great detail that business decisions are made much more efficiently and with greater intelligence. The easy access of information "on demand" without delays with the ability to drill down as needed is the most effective tool we have ever utilized. Highly recommend and can't imagine being without it!

Assistant General Manager from Boutique in Laguna Beach (United States)

Since adopting Hotel IQ, our ability to retrieve information and utilize data analytics has improved greatly. We can now look at our metrics in ways we only wished for before, and can manage our business with a much higher level of confidence. The icing on the cake has been Hotel IQ's responsiveness to special requests and all support issues. Need a special format? No problem. Want to clean up a glitch. Done. Great product and great team!

General Manager from Resort in Temecula (United States)

This tool was created by a hotelier for hoteliers and it shows in its usability. This is the best and easiest access to your data allowing for convenient and fast analysis of all aspects of revenue management. Once you have worked with this software you will feel blind without it. Highly recommended!

Hospitality Consultant (former GM) from Boutique in Newport Beach (United States)

Data is root of all decisions... (or at least it should be) HotelIQ is an intuitive, user friendly platform that allows users to seamlessly move between different points of analysis. The dashboards and visualizations allow for free format thinking and the ability to create and validate strategies in a fast paced environment.

VP of Revenue Management and Analytics from Branded in Marina del Rey (United States)

HotelIQ business intelligence software is one of the most revolutionary products to come our way in some time. It has helped a number of our hotels maximize performance by providing quick and immediate insight. You will be amazed at how easy and intuitive it is, and how much it will help your hotel drive top-line revenue. At the very least, try the demo--you'll be amazed at how easy and intuitive it is and how much it will help your hotel drive top-line revenue.

Vice President, Sales & Marketing from Branded in (United Kingdom)

Having used a product similar to HIQ, HIQ is in a different league. One of the best things about this software is the breakdown of information. The ease of having the ability to drill down to specifics saves me so much time researching and gives variances at the click of a button; it helps not only myself, but my sales team with any specific information needed!

Revenue Analyst from Branded in San Jose (United States)

The Software is easy to use and accurate - users can obtain information so much quicker than relying on a PMS. The reports are well designed and very easy to read which makes it a pleasure to use. Reports can be exported in various formats to fit in with any reporting used on property which saves time and guarantees accuracy. (That does require accurate loading into the PMS in the first place) No figures have to be transferred. Results can be researched in a lot of detail in a very short space of time.

Revenue Manager from Other in (United Kingdom)

The depth of analysis, speed and dynamics of the reports are excellent. No other tool can produce the level of analysis that HotelIQ gives, nor could a hotel create this themselves from the PMS data.

Managing Director in Rochester (United States)

- user friendly - fast processing - no delay for the report to show - results - numbers are accurate - can be extracted to excel

Sales Administrative Assistant from Boutique in Miami Beach (United States)

The fact that its forward looking and that we are able to see trends, make changes, see the impact going into these dates we have impacted and continue to see if the changes made are positively or negatively impacting the results. Also Hotel IQ will take our feedback serious and make any changes or create new reports based on the feedback provided. Now that I have had exposure to it for 3 out of our 4 hotels in the region we are putting together a case to have the 4th hotel added.

Area Revenue Manager from Branded in San Jose (United States)

It is able to generate reporting for many different situations in a way no other tool has for our team in the past. It has because the one stop shop for 95% of the reports we run and the other 5% they are working on so that we can use it for all of our reporting. The team is great to work with and we have been able to make better decisions by pulling the information we need in Revenue Management quickly and all in the same place. No more aggregation from 10 different tools! Get this tool for your property especially if you have multiple hotels as it allows you to create portfolios and review the information both combined and separate.

Inventory Manager from Branded in Vancouver (Canada)

The historical and future looking information is quickly available in easy to understand formats. The ability to dig down to the rate code level is very helpful in understanding year over year production changes.

Director of Revenue from Branded in San Jose (United States)

HotelIQ reporting tool is user friendly, easy to navigate, learn and understand. One can download reports in many various forms and formats. Reports are designed in a certain way that you can always get both at the same time: a high level overview complemented with extremely detailed examination of performances of specific group blocks and rate codes. Reports provide analyses and comparison of any time periods you wish, ranging from historical to future looking. Support team is always willing to help and solve any rare issues you might experience. I would highly recommend HotelIQ and will insist on its implementation if/when I change employers/properties I work for.

Revenue Analyst from Boutique

This tool allows you to truly dissect your business and start making solid forward looking decisions to positively impact your company. It's truly the best BI Tool on the market and they have a solid team supporting the product.

Director of Revenue Management

very user friendly, detailed, fast, sophisticated tool for business analysis

Director of Revenue from Branded

- Wide range of reporting which are simple to access and have easy to read information and graphs - Detailed Pace information for room types we do not have connected though any other systems

Revenue and Distribution Analyst from Boutique

- Comprehensive and very useful reports - Report Manual in every report - Great training section - Rate, agency and corporate mapping sections... would love to have more that can be manually updated like for booking channels so we can fix what can't be fixed in Opera!

Revenue Manager from Boutique

Not enough space to write! This is a tool that benefits sales and leadership teams, praising insights that were only previously possible by crunching excel and ensuring data entry standards were consistent across our group. HotelIQ cuts through the burden of this and allows infinite drill downs possibilities.

Group Operations Director from Boutique

I like the ease and simplicity of the tool. Its incredible intuitive and with little training, one can be put at ease. It has made our workflow simple and saved several man-hours in unnecessary collation of data for analytics. I also feel that the real power of the tool is in its ability to inform against hypothesis and solve for if, why when, how types of questions. The new prediction capability is highly beneficial for hotels that don't have a full suite of a Revenue Management System.

Consulting Group Director of Revenue Management and Distribution from Branded

- Simple, fast system that allows us to find the data and information we need to show stakeholders - ability to manipulate data with ease

Revenue Manager from Resort

A very intuitive tool! I can easily have many insight based on Opera's existing data at any time

Asia Sales Manager from Boutique

- Pace progression report - Room type utilization tool - LOS tool - Ability to change rate code mapping easily - Quick response when issues arise

Director Of Revenue Management

Hotel IQ is a fast and easy way for me and my team to extract valuable data and apply different criteria (source, channel, segments and many more) in order for us to understand better our business and make quick decision to impact positively our business

Regional director of sales and marketing from Boutique

Data is easy to access, reports show exactly what we need.

Director of Revenue Management from Branded

Since 2 years back we have been working with HotelIQ, this BI tool has proved its essence to our organisation. This robust system has provided us sophisticated and detailed reports and most importantly, with insight as the system knows how to predict.

Group Revenue and Distribution Manager from Branded

I use HoteliQ mainly to analyze the production - agency and corporate account trend reports

Sales Manager from City Center

Pick up Analysis Pace Analysis Booked v Stayed rooms Business Mix Analysis

Sales Manager from Resort

Predictive capabilities, STR forecasting, Geo territory production, support

Director Sales and Marketing from Resort

It provides a very quick overview of data and most data searches can be tailored to what is essential.

Revenue Manager from Other


  • Forecasting & budgeting
  • Automated data gathering & integration
  • Dashboarding & data visualization
  • Business intelligence & analytics
  • Revenue pacing
  • Sales team productivity tracking
  • Business & marketing plans
  • Multi-property management
  • Corporate & Travel Agency Account Tracking
  • Communication and Collaboration Tools
  • Analytics dashboard
  • Open API
  • Centralized user & role management

Featured Clients


As an independent consultant HotelIQ has helped me hugely in raising the level of support and strategic insight that I provide to my clients. This is by far the best business intelligence tool that I have seen for the hospitality industry. Vassilis Syropoulos VP Demand Management at the Pandox AB
HotelIQ is an outstanding business tool to drive revenue, to secure deep down understanding within the revenue teams. It is extremely user-friendly and provides the key information on which the strategic approach gets underlined and tactics fall into place or can be reinforced to meet with the outlined strategic decisions. We have it installed in all our German properties, focusing on the key issues with one platform which in return does not take a lot of administration to ensure understanding. Cornelia M.Kausch VP Development at the Pandox AB
HotelIQ finally gives us easy access to our own data. Fast and easy is important in an environment where we have to manage different channels with fluctuating demand and lead times. We can now evaluate and correct our Sales, Marketing and Revenue Management strategies based on solid current information. The option to drill down on any variable has never been available to us before and we are still finding new ways on how to leverage the powerful hotel business intelligence, reporting and analysis provided by HotelIQ. The Intelligent Hospitality team is passionate about helping us hoteliers and their significant experience in the field is reflected in every aspect of the product they have created. Support has been amazing, they are always available to us with answers and advice. This is one of the tools you do not want to do without once you have had it. Jan Henningsen General Manager at the Hotel Bloom!
HotelIQ provides business intelligence for all revenue drivers of our hotel in a significant and self-explanatory way. Customized reports are available at the push of a button which saves us valuable man hours of compiling historical, current and future data – thus freeing up time to focus on maximising revenues for the hotel. Moreover, the service level of the company and the responsiveness of our designated support are amazing which makes working with them a real pleasure. Anja Reuter Director of Business Development at the Hotel Berlin
HotelIQ is a major step forward for the Hospitality Industry! It gives a 360° view on our business and enables users to analyse past and future figures from different angles, that so far I could only have dreamed of. Working with Apo and Kevin on this piece of art has been a wonderful and enriching experience. The setup is extremely user friendly, and facilitates an overall implementation and increased understanding of revenue management within the hotel. Vivian Alofs Director Revenue Management at the Pandox AB
HotelIQ has become a valuable tool for both the sales team and the revenue team to quickly monitor and analyze pace, trends, markets and comparables. What took us an hour now takes less than a minute and the data is quickly at our fingertips. We can make fast decisions on where to place our sales and marketing spend, where to concentrate our sales initiatives, how to identify growing or lagging geographics. Our performance and communication has improved immensely since we added HotelIQ as a new tool! Mark Speranza Director of Sales & Marketing at the Millenium Broadway Hotel
I was fortunate to get an extensive preview into the HotelIQ product. This is an invaluable tool for critical Revenue Management, Distribution & Marketing decisions for property and regional level personnel. While it is standard to use past data to make decisions, this tool allows the user to also use future data to improve the quality of the decision. The multi-dimensional views & ease of obtaining the data will enable any user to skillfully execute any significant data-driven analysis. Monica Xuereb Former VP Revenue Management, Ritz-Carlton at the
HotelIQ’s ability to analyze historical and future business down to the most granular levels has empowered Operations, Sales & Marketing and Revenue Management teams at our hotels as well as our regional and corporate offices. Their decades of experience in hotel business and expertise in business science have mantifested in HotelIQ. No other BI company could match such a value proposition. Its very user friendly design makes it simple to use and understand even the most complex information. The Forecast & Budget App within HotelIQ automates forecasting and budgeting process using their predictive capability. Furthermore, their customer service is as just as great as their product. They have hundreds of hotels around the globe and yet, they make us feel like we are the only one using HotelIQ. Emrullah Akcakaya CEO at the Dedeman Hotels & Resorts International
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Recent Business Intelligence articles

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This is why every hotelier should spend time working in a startup

Hotel Tech Report

A recent study conducted by the AHLA found that Gen Z workers value four main characteristics in a hospitality job: pay and benefits, interesting work, opportunity to grow and flexible work hours.  Hospitality employers that successfully attract and retain young talent are able to deliver on all four of these needs but most hospitality organizations today fall short. According to Glassdoor, a typical Marriott Guest Experience professional in the U.S. makes between $12-17 per hour.  It can take anywhere from 7 to 15 years for a guest experience associate to achieve a general management position.  Needless to say, flexible hours and remote work are out of the question for those working in hotels. So where should Gen Z hoteliers look to achieve their career goals? Look no further than hotel tech startups.  Working in a startup environment is a great way to both accelerate your learning and bring a unique perspective to any hotel company you work for in the future.  Ultimately you’ll need to stand out from your peers if you want to advance to the highest ranks. Startup environments deliver the kinds of experiences that Gen Z’s value: they reward for high performers with equity compensation, provide rapid career growth opportunities and teach new skills at blazing speeds.  Hotel tech companies are constantly looking for young hospitality talent with industry knowledge, strong work ethic and ambition to act as ambassadors between their technical teams and old world hoteliers who lack an understanding of just how important technology is to the future of their businesses. “What struck me as I spoke to the various technology vendors was that they all said that there was a shortage of trained hoteliers in their line of work.  Of course, I saw that as an opportunity and used it to distinguish myself as a hospitality graduate.” ~Sameer Umar, HotelIQ Working at a tech startup will equip you with a mindset that can help you think differently and stand out from your peers.  The hotel industry has historically been known as one that’s slow to catch up with tech trends so bringing an innovation and disruption mindset to the industry will help you stand out: “The hospitality industry has a patented four-step method to deal with disruption.  Step one is to ignore it. Step two is that when it's pointed out to them, they continue to ignore it. Step three is they panic, and step four is they complain about it.” ~Forbes (via Robert Cole) Hotel tech startups provide incredibly dynamic work environments that will give you the experience you need to thrive in the hotel industry and beyond.  This experience will help you see things from a perspective that a role in guest experience or operations just can’t. We sat down with Sameer Umar, VP of Customer Success at the Intelligent Hospitality, creator of the top rated BI software for hotels, HotelIQ.  Sameer’s career path shows how powerful having a technology background can be for advancing your hospitality career. While studying at the Hilton College of Hotel Management in Houston Sameer worked at Hilton in operations getting to learn everything from front office to housekeeping.  Upon graduation from hotel school Sameer took a different path than most of his classmates by taking a job at a hotel tech startup. That startup ended up selling to TravelClick giving Sameer exposure to technology and analytics while building his knowledge and expertise far beyond the four walls of a single hotel. Sameer was then recruited by Middle East hospitality powerhouse Jumeirah where he was responsible for building out internal business intelligence and reporting tools.  He was then recruited by Four Seasons to build out their business intelligence function before joining forces with former colleague Apo Demirtas to bring enterprise grade BI to hotels everywhere with HotelIQ. Sameer’s story is a ‘must read’ for Gen Z hoteliers who want to broaden their career opportunities and for hoteliers seeking a clear roadmap to higher salary, more growth opportunity and ultimately long term success.  We sat down with Sameer to learn about his career journey from hotel school to becoming a senior technology executive and dove into the key lessons that he’s learned along the way.     Sameer, tell us about your career background in hotels. I began my career in hospitality when I joined the Hilton College of Hotel Management at the University of Houston.  The college is part of a working Hilton Hotel and students get to work in various departments as part of their training.  So I got to do everything from Front Office to Housekeeping. It was tough and I have tremendous respect for people in hotel operations.   After college I took a less traditional route and, rather than working for a hotel company, I joined a startup that was developing an online CRS for hotels.  We were later acquired by TravelClick and I continued working there for a few years. However, after a while I wanted to see what it was like on the other side - the hotelier's perspective.  Around that time I came across an opportunity to manage distribution for Jumeirah Hotels. So I packed my bags and headed out to Dubai. At Jumeirah they were getting ready to launch a corporate BI initiative.  I was very intrigued by it and ended up participating in many discussions around data flows and standards that would enable us to harness the power of information sitting in our systems.  Although I wasn't planning on it, all that talking lead to me taking on the role of Director of Business Intelligence to bring the initiative to fruition. It was one of the most satisfying professional experiences for me to take a concept, work with IT to build it out, and to eventually roll it to hotels and see them benefit from it. After Jumeirah, I moved to Toronto and started working with Four Seasons on their Enterprise BI initiative.  While similar in some sense, it was a bigger initiative in other regards than what I had worked on at Jumeirah.  We were collaborating with consultants from leading IT companies and the initiative expanded across multiple disciplines.     What was one technology that you couldn't live without in your former role in hospitality? Given my past experience, you'd expect me to mention data-warehousing or data visualization technology.  But to me those things were secondary. What mattered the most was the property management system and how efficiently hotels were utilizing it.   The PMS is the heartbeat of hotel operations.  Reservations flow in, guests check-in, guests check-out, and night audit runs.  In short, it is the system of record for all the guest and commercial intelligence at hotels.  How efficiently a hotel utilizes and maintains data quality in its PMS will ultimately determine the success of any BI or analytics initiative.  Else, it is garbage-in, garbage-out.   Even when we implement HotelIQ (Intelligent Hospitality's BI and Analytics platform) at a new hotel, we spend significant amount of time working with our hotel partners to ensure data quality, processes, and identifying any data gaps or risks for them.   When did you first become interested in leveraging technology to become a better hotelier? Quite early on in my career actually.  I remember attending my first HITEC as a student.  I think it was in Dallas. I was blown away by all the amazing tech ranging from hotel CRM tools that would enable hotels to provide each guest with a personalized experience to bio-metric doors to ensure the safety of high profile guests.  Of course, we have come a long way since but to me it was like walking into the future of hospitality. What struck me at that conference as I spoke to the various technology vendors was that they all said that there was a shortage of trained hoteliers in their line of work.  Of course, I saw that as an opportunity and used it to distinguish myself as a hospitality graduate.     As a hotelier what was your biggest frustration with technology vendors? Innovation and speed to market is something I always value in a technology vendor.  But to do it right, you have to pay attention to your customers needs and their feedback.  And you have to listen to all of them, not just a handful of big ones. Unfortunately, with some vendors suggestions and feedback would just disappear into a black hole.  Maybe years later they will come back to you when that business requirement has become outdated. It frustrated me to no end!   What would you say is the most widely held misconception that hoteliers have about tech? Hoteliers sometimes treat technology as nothing more than a cost center.   It is one of the things that is holding our industry back. We feel tech is all 0s and 1s for the geeks to figure out.  Technology can also be a strategic tool if we choose to view it as such. It will enable us to enhance the guest experience and optimize our revenues.  But for that to happen, hoteliers need to start looking at technology with different lens. Our IT teams do a great job of deploying technology for us, it is up to us hoteliers to convert tech into a strategic business solution.   Tell us about your journey from hotelier into technologist? Essentially, my experience working with hotel companies was preparing me for my current role at Intelligent Hospitality.  I feel very blessed that these opportunities were presented to me when they were. I just followed the natural progression. The most challenging part of moving from hotels into tech was fighting my own demons.  I was intimidated by the thought of working for a tech company. I wasn't sure if I belonged there and I think I did a fairly good job of highlighting my limited knowledge of technology in front of my team.  However, I came to realize that what I didn't know about tech I was making up for with my business know-how. You get the best results when business and IT work together and learn from one another.    You built these sophisticated reporting systems for Jumeirah and Four Seasons, how have those experiences informed the way you’ve built HotelIQ? Transactional hotel systems such as point-of-sale, property management, central reservations and revenue management systems perform their primary functions well. However their functions are not to provide insightful hotel reporting, analytics and intelligence! HotelIQ fills this void by providing hotel managers and corporate personnel the valuable insight that they need to maximize the revenue generation and grow the market share of a single hotel, hotel portfolio, brand or management company.   Imagine that you're going to open the hotel of your dreams tomorrow - what would it be? I think my dream hotel would be a city-center hotel catering primarily to business travelers and conference attendees.  It would be very high tech and efficient. The kind of place where the James Bonds of the world would like to stay.    What technology would you leverage at your hotel? Oracle PMS, SHR central reservations, ALICE for Ops, data sharing via HAPI, and of course, HotelIQ for planning and strategic decision support.   What's one piece of advice you have for hoteliers who have dreams of working in technology one day? Go for it! There are not enough hoteliers in technology.  If you want technology to serve hotels better, hoteliers need to be driving it.  You don't need to be a developer, you just need to be able to connect and communicate with them to develop the right hospitality solutions.   What's one podcast, newsletter or book that you recommend hoteliers read if they'd like to eventually move into tech? Revenue Management by Robert Cross.  Yes, it is a "business" book.  But it is a business book full of stories of visionary business people who had vision and foresight to leverage technology.  You'll be surprised and inspired.   What is your favorite hotel in the world and why? Madinat Jumeirah in Dubai.  I love the Arabian architecture, beach side location,  rustic global cuisines by the canals, and abra (boat) rides that remind you of Venice but are unique in themselves.   What is the most exciting technology you've seen in the hotel tech space that is not built by your own company? I am really happy about HAPI (sorry but could not resist).   For as long as I have been in the industry, interfaces have been a boon for us.  Information continues to stay captured in silos while hoteliers are forced to follow gut over facts.  What they are trying to do could open up the flow of information in a big way.   What is one thing that most people don't know about you? I am thrill seeker.  I have done bungee jumping, parasailing, walked the edge of CN Tower, and tons of roller coaster rides.  However, the one thing I have not yet done, but hope to do soon, is skydiving.

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Hotel analytics series pt 1: Why your reports are not analytics

Hotel Tech Report

At Intelligent Hospitality we’re often asked to replicate existing reports that hotels produce manually.  The thinking behind such a request is understandable: “My hotel spends X hours producing reports at regular intervals (usually daily, weekly, or monthly).  We like these reports.  If they can be automated by a tool, that would save us a lot of time.” While on the surface, that logic is reasonable, it completely misses the advantages of analytics solutions.  More importantly, it highlights a big gap in our thinking and approach towards analytics in the hotel industry.  If you are making the decision to move on to more sophisticated technology, it is important to understand and leverage all its benefits.  Not just to get a substantial ROI out of it, but to be able to compete in today’s market.  My grandfather loved his typewriter and never used a computer.  According to him the only reason to switch from a typewriter to a computer would be to get clearer print.  A computer was too expensive to do just that, so he never bought one.     We all understand today (hopefully) that the ability to type and print is the least of a computer’s capabilities.  We look for speed, memory, connectivity, and overall computing power when we are in the market for a computer.  In fact, it is inconceivable that someone could survive in today’s job market without basic know-how about computers. Similarly, with the information era in full swing, hoteliers who don’t “get” analytics solutions won’t be able to compete in a market full of data-savvy OTAs and rental alternatives like Airbnb.  These new players have already mastered data analytics; They live and die by it.  If you still think it’s “just reporting”, I have taken up too much of your time already.  This article is intended as a starting point for those hoteliers who want to take a more analytical approach to their business. If you’re still reading, I promise this will be more fun than it sounds.  However, just to test your commitment, I will start with something dry…   Definitions Here is how Adobe defines Reporting and Analytics respectively: Reporting is “the process of organizing data into informational summaries in order to monitor how different areas of a business are performing.” Analytics is “the process of exploring data and reports in order to extract meaningful insights, which can be used to better understand and improve business performance.” You don’t have to memorize these definitions.  Just remember one thing - reporting is “monitoring” while analytics is “exploring”.  When we run day to day meetings using templatized reports, we condition ourselves to look for and monitor specific cells/fields – day after day, week after week, month after month.  We only react when we see a significant fluctuation in those values, and even then, we must wait for an analyst to go and get us the answer to our next question.  It’s a slow and reactive process.  Yet, it’s familiar and comfortable. Analytics on the other hand, is driven by curiosity, competitive drive, and a sense of adventure.  It gives us multiple views and perspectives by dimensionalizing data.  It takes us on a journey of discovery by giving us the ability to answer questions on the go.  Thus, it expedites the discovery of opportunities and threats while minimizing surprises.    Visualization Looking at familiar designs and layouts makes our eyes dull to minor changes.  Hence, we don’t see what we don’t expect to see.  Here’s a rose:   Can you spot the Dolphin in this rose? What if I told you that there is a dolphin inside the rose?  Can you find it?  Hint: Take a closer look at the petals.  I hope you were able to find it.  However, I doubt anyone would have noticed it had I not pointed it out. A wall of numbers in a spreadsheet is no different.  You see rows and columns populated with figures.  Unless you know what to look for, it’s hard to see it.   Spotting the proverbial "dolphin" in this wall of numbers is near impossible   Good data visualization should not just be pretty, it should draw your attention to what needs your attention.  To be able to do that, you must crunch huge amounts of data, contextualize, compare, and conditionally format.  And that’s just the basic stuff you should expect from your BI/Analytics solution.   The HotelIQ dashboard draws your eye to critical insights via red dots on the map   The above dashboard consolidates a ton of information.  It includes data by hotel, by month, and by market segment - actuals, OTB, STLY, Budget, and Forecast.  Plus, based on current and historical trends, it also estimates where you are likely to finish against your goals.  Yet, it only needs three simple visuals to convey all that information and more.  The goal is not to bombard you with information, but to highlight what’s most relevant.   Interactivity Looking at the map, you know right away which hotels in which markets need attention.  The color and size of the bubbles can change instantly to indicate the risk levels based on various parameters.  It becomes even more engaging and meaningful as you easily zoom in, filter, and dissect the underlying cause(s).  All this momentum and insight with just a few clicks!  In contrast, with a typical report produced manually by the hotels and consolidated at the corporate office, users would either make due with an aggregate figure or painfully (depending on the size and scale of your operation) go over each hotel one at a time.  Even when you are looking at a single property there are many dimensions like market segments, profiles, feeder markets, channels, and room types that you have to look into and consider in order to make the right business decisions.  And should you have any further questions…like Adobe says, reports are for monitoring, not exploring.  That is the fundamental reason why reports don’t translate well into an analytics environment.  They are restrictive because they are built using simpler tools with lower technical complexity.  When you transpose those reports into an analytics environment they often bring along with them the limitations of their original design.   Effort and Opportunity A lot of hotels have Excel junkies on staff who copy & paste data from various sources, run macros, build pivot tables, and go through data gymnastics every day to lay out the information in a manner the GM likes.  They love these “spread-marts” because they have birthed them at their hotels.  So please forgive me if it sounds like I’m calling your baby ugly.  However, no matter how much you master these basic tools, they are no match for the BI tools used by Data Scientists (with degrees in Computer Science and Data Analytics) to design robust analytics solutions.    Cooking steak in your backyard is very different than running a commercial kitchen   My neighbor can grill a mean steak on the BBQ in his backyard but that doesn’t mean you should trust him to run a commercial kitchen.  It’s nothing against steaks, BBQ, or my neighbor.  We understand that a trained chef in a professionally equipped kitchen can do a lot more with the same ingredients. A hotelier’s job is to optimize profits at the hotel while ensuring that guests get the best experience possible.  The hotel staff should be focused on the achievement of those goals rather than toiling with data for hours – just to create a report.  What you get at the end of the day may be familiar but is also probably outdated information and subject to human error.  Instead, if the same talent that produces reports focused on discovery and insight using the latest BI and Analytics solutions, you’d go much further.   Start Exploring The objective of this article is not to put reports down.  In fact, reports are an important part of analytics. But hotels need to elevate their standards towards analytics.  Stop asking your BI solutions to give you more of the same.  Stop staring at the same rows and columns waiting to see different results.  In this age of information, data fuels success.  If you want to stay relevant, challenge yourself to go further with data analytics.  To help you achieve that, in the coming months I will be taking a more tactical approach to discuss topics related to hotel analytics like improving your hotel’s forecast with the help of analytics, optimizing the performance of hotel sales team with data analytics, and using analytics to run more productive meetings at your hotel.   Partner content brought to you by HotelIQ

Recent Business Intelligence News & Community Updates

HotelIQ Announces Integration with STR Forward STAR


Following Intelligent Hospitality’s Data Sharing Agreement with STR, Inc. , which allows hotels to automate their data submission to STR for the dSTAR Report as well as integrate this market intelligence with HotelIQ’s award-winning Business Intelligence, we’re pleased to announce that HotelIQ now supports automated data submission for STR’s newest reporting tool, Forward STAR. Forward STAR Features Forward bookings data that can be compared against your market or competitive set Measure business on the books for the upcoming 90- and 365-day time periods on a weekly basis Forward STAR is currently live in key markets in the U.K., Ireland and Switzerland. Contact STR to learn more about their pilot program rollout in the U.S., Australia and Middle East. It’s never been easier to submit your data to STR; with Hotel IQ you can now automate both your historical and on-the-books data submission. Contact us today to learn more.

HotelIQ Named 2018’s Top Rated Business Intelligence Software in the HotelTechAwards

By Hotel Tech Report

February 12, 2018 -  Hotel Tech Report has named HotelIQ 2018’s top rated Hotel Business Intelligence Software  based on data from thousands of hoteliers in more than 40 countries around the world.  Over 100 of the world’s elite hotel technology products competed for a chance to win this prestigious title. The HotelTechAwards platform (by HotelTechReport.com) leverages real customer data to determine best of breed products that help hoteliers grow their bottom lines. “There’s a saying in Silicon Valley that if you can’t measure it, you can’t fix it.  HotelIQ is a leader in the Business Intelligence category that is more important for hoteliers in today’s competitive market than it’s ever been in history.  We are living in a data driven world, but without the right tools it’s almost impossible to effectively interpret that data and tweak strategic decisions in real time.  Business Intelligence is a must have for any hotel who wants to maximize their topline through Sales, Marketing, Distribution and Revenue Management and HotelIQ is leading the charge with its best of breed product,” says Hotel Tech Report’s Jordan Hollander. HotelIQ is poised for sustained growth in 2018. Hoteliers have recognized HotelIQ’s truly world class ease of use, depth, multidimensionality, dynamism and design capabilities where HotelIQ has exceeded the category average by more than 8% and received a perfect score of 100 out of 100. One Orange County California based General Manager describes their experience with HotelIQ’s business intelligence software, “The platform is incredibly intuitive and with the first use I was able to access my data at an extremely granular level with only a few clicks. A San Francisco based SVP Sales & Marketing says “HotelIQ Business Intelligence software is one of the most revolutionary products to come our way in some time. It has helped a number of our hotels maximize performance by providing quick and immediate insight. You will be amazed at how easy and intuitive it is, and how much it will help your hotel drive top-line revenue.” To read the full review and more, head to HotelIQ's profile on Hotel Tech Report

The data undercurrent in todays hospitality technology

By Sameer Umar

Data has transformed how we perform our jobs and manage companies. It existed initially as a metric we had to track, but during recent years it is being gathered in lakes and oceans worth of information. This water, if you will, has to be tamed and analyzed. Its complexity has led both companies and solution providers to create systems and software that is smart. No, it doesn't talk back, but rather performs statistical analysis on available data and then directs the system to either recommend certain actions or perform them itself. This is not necessarily a new concept, but it is one that continues to be more possible than ever before with the availability of numerous data assets, data science techniques and software capable of processing this information at the speed of decisions. The sources available today encompass selected major categories of data, each with a plethora of actual information resources within them. Whether it originates from internal systems or external sources, the digital ecosphere continues to make this structured and unstructured data more accessible than ever. A few of these categories include: The many specific sources within each of the above categories include internal transactional data from customer and property management systems, point of sale solutions, supply inventories, demand statistics, competitive benchmarking, channel placement and pricing, event data, customer feedback, website analytics, advertising segmentations, social media activity and many more. As a business executive, surrounding yourself with quality performance metrics is important. The natural next step is to transform these data into inputs for your core decision processes and systems, enabling these systems to analyze data with guidance from a qualified user. This allows a system to receive more inputs than the typical person may be able to gather in the same amount of time and subsequently make better decisions for a business. Now let's look at a few examples of how data is being combined with software to create a solution that was not previously possible due to various limitations.   Revenue Management Revenue management continues to increase in sophistication as it pertains to the use of data sources. Since the early days of these systems, they relied upon interfaces to other internal systems. However, their increasing use of information from external sources has made them more intelligent and able to perform tasks more efficiently. These solutions now include inputs including local supply and demand statistics, competitive pricing, market level flight activity, weather and events to deliver more accurate forecasting and set pricing. Explore LodgiQ, Maxim, and IDeaS for examples of solutions empowered by this type of information.   Remarketing Multiple advertising solutions enable companies to remarket products to individuals who previously visited their website. This advertising opportunity presents the advertiser's products to the same person when they visit a different site that is part of an ad network. The person is usually identified via anonymous tracking techniques such as a cookie, but other techniques may be employed as well. Effectively, this is the result of web analytics owned by an advertiser being repurposed into an ad network to identify a specific person that previously showed interest in their product in order to revitalize this person's interest. AdRoll, Google, Facebook, Perfect Audience, and Sojern all provide remarketing or retargeting solutions.   Behavioral & Intent Advertising This type of advertising solution is built upon a foundation of data. However, the difference here is the information is based upon an individual's past browsing history, actual purchase transactions or other sources representing the person's interests and probable intent to purchase. The information is aggregated and assumptions are made to classify a person or audience segment into a group that is of interest to certain advertisers. Companies such as Adara, Journera, Sojern, Cendyn/ONE, Acxiom and AdTheorent may be considered examples of this type of service as are various predictive analytics solutions. Many of these software technologies are producing capabilities not previously possible. Furthermore, each of them are unique in their own right. These systems are often able to protect the privacy of data subjects by infusing it into their core algorithms rather than exposing it to an interface. They then facilitate decisions and recommendations to be performed by either a person or the system itself. While lists of products within a category are often useful, it is imperative to understand the vast differences amongst the aforementioned products within a category despite a few surface level similarities. Understanding these unique capabilities is key to generating business performance. In fact, executives must quickly realize that implementing an application with a reliance upon data requires strategic forethought. If the application becomes misaligned with the intended direction, then an organization may be forced to make an unplanned change. While these risks exist, the data infused applications should be able to create a significant competitive advantage.