IoT (Internet of Things) data analytics work on the enormous data volumes generated by connected devices. Organizations can derive several benefits from it, including optimizing operations, automatically controlling processes, engaging with more customers, and empowering employees. The combination of IoT and data analytics has already proven to be beneficial in retail, healthcare, telematics, manufacturing, and is gaining wide use in Smart Cities.
This article highlights the main factors of IoT data insights that are transforming the hospitality industry.
Before we move into the benefits of IoT data analytics, it is essential to understand what IoT means and what its sources are. IoT refers to the networking of physical objects through the use of embedded sensors, actuators, and other devices that can collect and transmit information on real-time activities in their environments. Integrating the use of IoT analytics will lead to essential benefits to your hotel, cruise ship, casino, restaurant, or other leisure service organization.
The benefits of IoT data analytics
Customer profiles
IoT data analytics offers new information about customers that has not been available before. This is especially interesting for companies operating in the B2C market. Such information includes customer preferences, routines, consumer patterns, and more. Similar data is valuable also in B2B situations, providing you more insight on your clients. IoT data reveals a wealth of customer behaviors and preferences.
The integration of IoT allows you to anticipate your customers’ needs, and provide targeted services and products that respond to their unique profiles.
Seamless responses to your guests’ desires, needs, and expectations will enhance customer loyalty and improve their level of satisfaction.
Motion Intelligence data is a powerful tool for gaining insights about consumption habits and customer behavioral patterns. Based on these analytics it is possible to map predicted customer behavior in various seasons, and identify the mix of business vs. leisure customers based on their movement patterns.
Location-based Analytics
Bluetooth, GPS, and location beacon technologies have all opened up new possibilities in terms of delivering location-based information. This dataset can be used by companies in the hotel and hospitality industry to send messages to customers at the precise time the messages are most relevant to the recipient. For example, sending text messages about special offers at the restaurant when guests are close by, or providing gym information when they pass the gym area. The possibilities are limitless and easily tailorable to the location in question.
Location analytics enable accurate personalization of services by identifying the flow of activities each guest undertakes, depending on the areas and facilities they use consecutively.
Businesses can also use location data to optimize staffing levels. The efficient, customer-driven allocation of employees within the hotel facilities and zones allows the organization to provide better customer service. Real-time heatmaps and trends can be used to guide the resourcing of staff.
Personalizing UX
The hospitality sector is the most customer-centric industry, with high expectations from the customers. It is essential to offer a unique experience to all customers to ensure high customer satisfaction. Motion Intelligence-based profiling leads to personalizing the customer experience (UX). The Internet of Things within hospitality management has therefore centered on hyper-personalization.
As an example, Hilton and Marriott have experimented with slightly different takes on the ‘connected room’ concept, where the users can control many of the room’s features from their mobile phone or a provided tablet. This might allow guests to control the heating, ventilation, and air conditioning systems from one place, or specify a temperature and allow the various devices to regulate the room to that temperature automatically. Customarily these systems will also allow the guests to control the television, while some embedded devices may even greet them by name. 
Smart hotel maintenance
Maintenance is one of the major cost centres of the hospitality industry. Imagine a situation where sensors can detect the problem areas in your hotel and fix them automatically or at least inform or notify you before the guest is affected.Broken appliances or non-functional services are major sources of bad customer experience, and can affect the company’s reputation.
Instances in which the guests complain about faulty lighting or leaking faucets in a hotel room are common. Sensors can be installed to detect leaking taps or broken lights, triggering actions to either repair or replace them. Being able to tackle such problems proactively is a major asset and easy way to improve customer experience.
The hospitality sector is already starting to use the Internet of Things to improve their business process and customer satisfaction. The discussed benefits highlight the future potential for hotel owners to prioritize IoT data analytics and capitalize on it.
To summarize the main benefits, IoT data can help understand your customers better, allowing you to serve a highly personalized experience and focus your workforce to the most active areas, while also assisting the hospitality firms to save money on energy and maintenance.
