NOVEMBER - 2019CIOAPPLICATIONS.COM8What is the strategy that you follow at Wyndham Hotels & Resorts to tackle the BI challenges?Wyndham Hotels and Resorts is the largest hotel company with 9300 properties. That's about 940,000 rooms; think of the volume of guests checking in and out of those rooms on any given day. It's growing, and we have to be very efficient to accommodate the data involved there. We have three types of customers here at Wyndham. One is the internal team member; the second customer is our franchisee themselves, and then third is the guest, "the actual head" that sleeps in that bed. So when we talk about our BI (Business Intelligence) model and the customer that we're trying to collect intelligence on, we have to be careful as to how it is defined. We want to learn about our guests (we don't need to know everything about our guests). People might check-in and check out once their entire life into one of our properties. But if you start to come in frequently, you're a loyal guest, and then you ought to become part of our loyalty program. And that's where BI can play a huge role because we can identify our loyal members. We can stratify them and look for ways to improve the guest experience and service. We also want to know as much as we can about that franchisee: how is their property is performing and help them be successful. A franchisee has a hotel; is that hotel performing well?; If it's not then how we can help them and also analyze whether their rate structure is set up properly or not; do they need help with advertising? Are the digital assets and pictures that they're giving us that we in turn put up on our websites for them are of high quality? And so on. Thus, there are a lot of reasons that go into performing well as a franchisee, and we want to help them achieve those. These are just some of the questions that we're going to ask out of a BI tool. LEVERAGING BUSINESS INTELLIGENCE TO IMPROVE BUSINESS OPERATIONSBASED ON INTERVIEW WITH SCOTT STRICKLAND, CIO, WYNDHAM HOTELS & RESORTSIn My VIEWThe future is going to be about where the physical world meets the digital world. In an interview with CIO Applications, Scott Strickland, CIO, Wyndham Hotels & Resorts, explains that "The days of "we're going to build a data warehouse in five years from now, everyone is going to be able to look at it and see some data" are over. So you've got to build some quick wins without sacrificing your long term vision."Scott Strickland
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