Science of Hotel Optimization Rooms Revenue Workshop
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Transcript of Science of Hotel Optimization Rooms Revenue Workshop
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Science of Hotel OptimizationRooms Revenue Workshop
Day 1: Data
Day 2: Analysis
Day 3: Optimization
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SOHO Day 1 2
10 minute break every 50 minutes.
50 minute periods.
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http://www.forsmarthotels.com/sohodocs
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SOHO Day 1 3
Ask every question.
Dozens of Books, Lectures, Courses in 4 hrs.
Contribute examples.
Give me a Pace.
I will go back.
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SOHO Day 1 4
Day 1 Objectives
Hour 1 The Analytic RM Hotel Data Science Databases & Data Access
Hour 2 PMS Databases MS Query Tool
Hour 3 Opera Data Tables OLAP Tools (Pivot Table) SQL Queries
Hour 4 SQL Queries Excel Criteria Functions
My Notes
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SOHO Day 1 5
What is Analytics?
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My Notes
• Not Reporting.
• Misused and Abused.e.g. “Luxury”
Applying mathematics to data to extract insights that
lead to better decisions.
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SOHO Day 1 6
The ‘M’ Word
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SOHO Day 1 7
The Analytic RM
• The Talent Shortage
• 50% shortage in analytic positions by 2018.
• The Hotel RM experience.
• Analytic maturity.
• 1-2% use RMS.
• Black box algorithms.
• Era of Rate Distribution ROI is over.
• Incremental value of RM.
My Notes
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SOHO Day 1 8
Who would you pick to do your taxes?
Bookkeeper
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Accountant
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SOHO Day 1 9
The Analytic RM
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Clerical RM Analytic RM
Rate Distribution Analysis
Manual Reporting Modeling Decisions
Comp Set focused Patterns focused
Rooms Revenue Total Profit
STR Report Strategy ROI
My Notes
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SOHO Day 1 10
The Revenue Manager of 2023 Skillset
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Analytics Toolbox Choice & DemandData & Granularity Probability Statistics
Drivers Forecasts Optimization Modeling Guest Behavior
Market Biases Rhythm of Business
Communication
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SOHO Day 1 11
The Hotel Data Scientist
• Harvard Business Review.
• Many disciplines.
• Broad skill set.
• Not from hospitality.
• Ability to think “nerd” and speak “business”.
• One foot in IT and one foot in the boardroom.
• Extracts profit from data.
• Start in RM.
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My Notes
“This Workshop is your launch point.”
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SOHO Day 1 12
Data Science Pyramid
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Optimization
Analysis & Classification
Data Extraction Day 1
Day 2
Day 3
SOHO Data Science
Descriptive
Predictive
Prescriptive
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SOHO Day 1 13
Your new world view
• Data in its native environment.
• At the databases level
• Think “The Matrix”.
• Put your “tech” hat on.
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My Notes
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SOHO Day 1 14
Databases
• A set of spreadsheet-like tables.• Multiple tables for efficiency.• Works hidden behind transaction
software.
My Notes
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SOHO Day 1 15
Relational
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Client
Database
Reservation
Reservation Entry Occupancy Graph
Guest Profile Room Types OOOs
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SOHO Day 1 16
Simple PMS Schema
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Reservation
Reserv ID
Arrival
Departure
Guest ID
Room Type
Guest Profile
Guest ID
Name
Address
Phone
NightlyDate
Rate
Reserv Date
Source
Reserv ID
Unique keys connect each record(row).
You must reconnect these tables to get all the data.
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SOHO Day 1 17
Databases: Important Definitions
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My Notes
Table: related data grid.
Schema: Organization of tables
Fact : Transactione.g. Rate Paid one night
Dimension : Explains Facte.g. Source, Room Type
Granularity : Level of detaile.g. POS has ticket detail
Columns: Field
Data Dictionary: Explains tables & columns.Warehouse: An organized copy.
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SOHO Day 1 18
PMS Database Vendors
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PMS DatabaseOpera OracleAgilysis Microsoft
RoomMaster Sybase
Two licenses
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SOHO Day 1 19
Opera Tables: Reservations History
RESERVATION_DAILY_ELEMENTSOrganized by Night
RESERVATION_DAILY_ELEMENTS_NAMEOrganized by Reservation
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My Notes
Sample companyUpper Creek Resort100 Rooms
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SOHO Day 1 20
ODBC
• Open Database Connection.
• “Like rubbing the lamp.”
• Access data via ODBC client.
• Driver available from each database vendor (not PMS) for FREE.
• Usually installed by IT.
• Oracle ODBC client atInstructions at sohodocs.
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My Notes
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SOHO Day 1 21
Four Data Table Analysis tools
1. Query Wizard – MS Query
2. OLAP – Picot Table
3. SQL
4. Excel – Multi-Criterion Functions
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SOHO Day 1 22
MSQUERY
• The most common operation for a business analyst is the query.
• MSQuery is the simplest way to query a database.
• Built into Excel.
• Database agnostic. Vendor Neutral.
• Creates a Real-time link to data.
My Notes
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Data > From Other Sources > From Microsoft Query
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SOHO Day 1 23
MSQUERY
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My Notes
Connect
Update
Refresh
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SOHO Day 1 24
Query Wizard
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Select Table Select Columns
Filter ReturnSort
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SOHO Day 1 25
MS Query power tools
• Criteria > Add Criteria
• Table > Add Tables
• Drag and Drop Join
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My Notes
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SOHO Day 1 26
Excel Table
• Behaves like a database table.• For related data.• Header Row• Filters• Sorting• Calculated Columns• Formatting• Insert/Delete• Structured references
Instead of C2[@[RESV_DAILY_EL_SEQ]]
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My Notes
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SOHO Day 1 27
Pivot Table
• OLAP Tool
• Fast way to investigate data.
• Multi-dimensional
• Multi-perspectives
• Drill-down
• Slicing
more at sohodocs
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My Notes
Insert > Pivot Table
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SOHO Day 1 28
Pivot Table
What you are measuring• Values
The Dimensions• Columns• Rows
Slice of the data• Filters
Tips• Start with the end in mind• Creative Thinking
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My Notes
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SOHO Day 1 29
SQL: Standard Query Language
• Common Language for Database
• A very specific way to ask a database a question.
• Universal ANSI standard.
• We will use the query part.
• DML Data manipulation language.
• “The coding” is sensitive.
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My Notes
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SOHO Day 1 30
Types of SQL
Developed to connect data source to a programming language.Slight variations in code.
PMS Database SQLOpera Oracle PL/SQLAgilysis Microsoft T-SQL
RoomMaster Sybase T-SQL
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My Notes
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SOHO Day 1 31
SELECT
• To select the columns to return.
• What is to be returned.
• “*” represents all
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My Notes
SELECT column_name,column_name
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SOHO Day 1 32
FROM
• Defines the Table(s) to be used
• Always required.
[Database].[Table]
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My Notes
SELECT column_name,column_nameFROM table_name;
SELECT RESV_NAME_IDFROM `C:\SOHODAY1.xlsx`.`Element$`
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SOHO Day 1 33
WHERE
• Your filters• Use operators
– =, >, >=, <, <=– Between– In (list)
• Multiple Conditions joined by “and”
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My Notes
SELECT column_name,column_nameFROM table_nameWHERE column_name operator value;
SELECT *FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts '2012-01-01 00:00:00'})
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SOHO Day 1 34
JOINS
SELECT *FROM `C:\SOHODAY1.xlsx`.`Element_Name$` `C:\SOHODAY1.xlsx`.`Elements$` WHERE `Elements$`.RESV_DAILY_EL_SEQ = `Element_Name$`.RESV_DAILY_EL_SEQ
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My Notes
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SOHO Day 1 35
GROUP BY
• Group Functions• Common Arithmetic
Count, Sum, Max, Min, Avg
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My Notes
SELECT RESERVATION_DATE, SUM(RATE_AMOUNT), SUM(QUANTITY)
FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts '2012-01-01 00:00:00'})GROUP BY RESERVATION_DATE
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SOHO Day 1 36
ALIASES
• Renames a column in query
• Careful not to use database or SQL words
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My Notes
SELECT RESERVATION_DATE STAY, SUM(RATE_AMOUNT) REVENUE, SUM(QUANTITY) NIGHTS
FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts '2012-01-01 00:00:00'})GROUP BY RESERVATION_DATE
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SOHO Day 1 37
Excel Vlookup
• Go get data according to a match
• Searches first column.
• VLOOKUP( DATA TO MATCH, DATA GRID, COLUMN TO SEARCH, TYPE OF MATCH)
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My Notes
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SOHO Day 1 38
Excel Multiple Criteria Functions
• COUNTIFS– COUNTIFS(Column, Criteria,Column2, Criteria2,…)
• SUMIFS– SUMIFS(Column to Sum,Column,Criteria1,…)
• AVERAGEIFS
Criteria filter – “operator”&e.g. “>=“&25
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My Notes
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SOHO Day 1 39
What we covered?
The New RM
Data
Databases
Tables
Columns
Dimensions
MSQuery
Pivot Table
SQL
Excel
My Notes
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SOHO Day 1 40
Next Friday: Analysis
ProbabilityVarianceExpected ValueDemand CurvesForecasting
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