There is so much data that a hotel has or can have access to... but in most cases, there's no one who understands how to translate these data into actionable insights on a hotel's current and future business. A vast array of external and publically available data can influence a hotel's performance, its offering and allows the hotel to be better at what it delivers to its guests and its shareholder. Years of underutilized data are sitting in PMS, POS, CRM, and other systems. More than ever hotels need to justify investments and budgets. So will a data scientist be able to give these answers?

Robert  Herr
Robert Herr
General Manager at The Bürgenstock Selection
Floor Bleeker
Floor Bleeker
Chief Technology Officer at Accor
Fergus Boyd
Fergus Boyd
Hospitality Consultant
Jon Davis
Jon Davis
CTO at Village Hotel Club
Timo Kettern
Timo Kettern
Corporate Director of IT at Bierwirth & Kluth Hotel Management
Nick Price
Nick Price
Founder of NetSys Technology
Dave Berkus
Dave Berkus
Managing Partner at Wayfare Ventures LLC
Max Starkov
Max Starkov
Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
Ian Millar
Ian Millar
Manager of Institute of Business Creativity & Senior Lecturer at EHL Hospitality Business School

Data scientists or “Data whisperers” will be a key part of successful hotels in the future. Data-driven decisions will become the norm and gut feeling and the “we have always done it that way” will disappear. As we are getting better with technology and the acceleration of adoption has happened because of COVID-19, we must start utilizing the data that is available to us both internally and also externally. There is so much publicly available free data that we can already access that could be an excellent starting point. So yes, this position will exist in the future and the early adopters will reap the rewards in these very challenging times.

Lyle  Worthington
Lyle Worthington
Technology Executive and Consultant & Past President of HFTP Global
Michael Blake
Michael Blake
Chief Technology Officer at American Hotel & Lodging Association (AHLA)

I think a Data Scientist will be essential at the hotel level. Unfortunately, this is going to be the hottest and priciest labor category in the market. So, maybe the brands will be able to afford a few of them and configure toolsets to make the insights actionable at the hotel level. Software solution companies will also employ data scientists so their solutions also remain competitive and actionable. So, over time the configuration and choice of the toolset will have baked in the “smarts” of these data scientists. Others on property are going to be taught the ways of these jedi data scientists and in the future, all of the hotel teams and staff will need to interpret and utilize data for the guest experience.

Mark Pate
Mark Pate
Assistant Controller/IT Director & HR Administrator at Highpointe Hotel Corporation