Turning information overload into sharp decisions: Unlocking the value of data

Paul Watson, VP of Hospitality at Sona, discusses the need to find meaning in data

Hospitality operators now have access to more information than ever before. Between booking platforms and guest feedback channels to workforce management tools and financial reporting, every day generates more and more data – the issue lies in finding what’s valuable. Data is only useful if analysed correctly, and the challenge is no longer collecting that information but finding what to do with it.

This is a recurring theme in discussions between hospitality leaders. Many are drowning in data yet still struggle to find meaning within it. The findings can be a gold mine for informing faster, more efficient and confident business decisions, but are often going to waste due to a lack of processing capabilities.

Insight can often be fragmented, which makes finding a clear answer to common questions difficult. For example, to find out why sales dropped on a particular day or if staffing levels are right for next week, the answer may be lost or sitting in a buried report across multiple forgotten systems.

More data, more problems

Historically, technology in the hospitality industry has been focused on capturing and reporting information. This has resulted in operators having unprecedented levels of visibility across their businesses, but it doesn’t create value on its own – the data needs to be analysed properly to create meaning.

There is a growing opportunity for operators to maximise this data by using AI and advanced analytics tools. This can turn the huge mountain of information available into actionable insights. Rather than information becoming a burden where teams spend hours reviewing dashboards with more questions than answers, it can help to move towards identifying what actions should be taken.

Transforming data

The industry has always been fast-paced: decisions often need to be made in real-time, from staffing to stock ordering and guest experience. Yet, the data needed to make those decisions can sit across siloed systems, or even in a manager’s head.

One thing that is clear is that the last thing operators need is yet another layer of reporting. Any new tool, therefore, needs to act as a support for decision-making and data analysis, instead of producing more spreadsheets.

Unlocking value

Many organisations already have the data needed to improve their business. However, they often struggle to connect it. Operational, workforce, financial and guest databases often sit on separate systems with little to no connection between them. As a result, it can be difficult to point to the relationships between these that can impact future performance.

For instance, guest satisfaction scores may improve depending on whether more experienced team members are on shift, or seeing what behaviours contribute to top-performing sites and how this can be applied to the rest of the business. These questions are vital, and now, advances in technology mean they can be answered.

Taking action

The best operators will always rely on experience, instinct and knowledge, not just data. However, when that expertise is supported by insights drawn from across the business, decision-making becomes more informed, more consistent and more accurate. Technology will never be able to replace the teams that make up the lifeblood of hospitality - but it can enhance them.

By bringing together fragmented operational data, workforce information and insights, teams can stop being overwhelmed with reports and focus on what matters most. Platforms such as Sona can help operators take action with confidence in day-to-day situations and know what to do next.

In our next blog in this series, we will explore how AI-powered workforce management tools can help the sector drive efficiency, improve employee wellbeing, and give time back to managers to do what they do best.

Learn more about how Sona can help you better understand your business: www.sona.ai/