Glossary of Hospitality Data Terms

The act of collecting data from multiple sources for the purpose of reporting or analysis. A specialty of HostQ is bringing data from different places together. For hospitality businesses this might involve private sources such as your PMS, CRM or booking engine combined with public sources such as Google search and pandemic related data.

The act of reviewing and revising data to remove duplicate entries, correct misspellings, add missing data, and provide more consistency. Hospitality is sadly known for having “dirty” data which means there is no “single source of truth” for guest profiles. How can we recognise a customer when we don’t even know for sure how many times they’ve stayed?

Any process that captures any type of data. The most important part to get right to have clean data. Let’s make sure we are collecting enough data, all the data points which are relevant and of a high quality.

A set of processes or rules that ensure the integrity of the data and that data management best practices are met. Putting in place a data governance program is vital for any hospitality business so that every team from marketing to I.T. and e-Commerce are working together for the best data possible.

The process of combining data from different sources and presenting it in a single view. This maybe in the form of a dashboard that combines reservations data from your PMS with search patterns on your booking engine to see if you’re having good conversion on sales.

A data model defines the structure of the data for the purpose of communicating between functional and technical people to show data needed for business processes, or for communicating a plan to develop how data is stored and accessed among application development team members. HostQ has proprietary data models adapted to the hospitality industry.

A practitioner of data science. A powerful role in any organisation which unfortunately is still rare in the hotel industry.

A visual abstraction of data designed for the purpose of deriving meaning or communicating information more effectively. We register shapes and patterns multiple times quicker that we do with words, data visualisations can help you serve your guests better when you can make faster, better decisions.

A place to store data for the purpose of reporting and analysis. We can help you build your data warehouse so that you can create your own data ecosystem and break free of vendors holding your data hostage.