From hotelier to data scientist – hotel management
My name is David Nguyen and I love life again. After completing my Bachelor of International Business in Hospitality and Hospitality Management from Blue Mountains International Hotel Management School (NSW, Australia) in the midst of a global pandemic, with the hospitality industry in crisis, I never thought I would would say these words.
My young hotel career was planned for the next 3-5 years (I’m Gen Z; five years is a long time) starting with a job in a hotel reservations department. Then, the goal was to become Revenue Manager, which would allow me to quickly become general manager of a hotel. It was the pre-COVID plan.
They say that when one door closes another opens and I was lucky enough to become the first intern for Book Me Bob, the AI chatbot developed for hotels by hoteliers.
When I’m not looking at the data from Book Me Bob, I’m working hard to get a double degree in Master of Business Analytics and Master of Information Systems Management at Macquarie University, Australia. This will bring me a little closer to my goal as a data scientist.
My main role is to analyze data from AI chatbots and create analytics reports that will help hotels in the future. I also create hotel case studies using AI chatbot data, analyzing them for trends or conclusions. For example, we know that Book Me Bob reduces the number of low-performance phone calls to its properties by up to 25%.
Case Study – 5 Star Hotel in UK
Renowned for its level of luxury and prestigious clients, interaction with guests at this hotel is essential. Telephone communication is one of the earliest forms of contact between the hotel and its customers.
Looking at the data collected over a 12 week period, we can see how Book Me Bob has helped the hotel.
When the hotel reopened in week 9, call volumes skyrocketed from around 200 calls per day to over 1,600. Although the interest in call volume was a excellent news, this has put enormous pressure on the already limited number of employees and the operation.
This is where Book Me Bob was able to step in and make an impact. Commissioned on week 13. Customers calling the hotel were informed of this new service in a recorded telephone message, which resulted in a significant increase in the number of abandoned calls from 12% to 25%. Instead of waiting in line, guests have chosen to use the hotel’s website and Book Me Bobs’ chatbot services, reducing stress and workload for hotel staff.
Guest engagement with Book Me Bob hit 38 hours in June and 23 hours in August. At a time when the industry is 30% less staffed, this equates to precious time that staff can perform other tasks.
Not only does Book Me Bob help deliver greater operational efficiency of a property, but it also delivers an important customer service experience and helps drive more direct business through its pre-arrival customer engagement. However, its greatest asset in a data-driven world is the intelligence of the data it collects on what customers are looking for – a competitive advantage that only big brands and OTAs had before.