Here is a round up of the most-read RM and data stories of the past year

When it comes to RM and data management, let’s just say that increasingly they cross over into every part of the business. Through the course of the year, we’ve continued to interview people at the top of their game to bring you big trends and practical advice. Here are the edited highlights.

1.  Dear 2015, here are seven wishes for the coming year from hotels

With the OTAs putting more spend into marketing, the rise of metasearch and ever-shifting consumer behaviour, hotels face numerous challenges. So what do they wish for? Featuring views from senior executives at CitizenM, Four Seasons, Cyprus, Nordic Hotels and Accor this article outlines what hotels wish for in 2015. But is this wishful thinking.

2.  How Expedia is going fishing in the ‘big data’ lake of travel

Everybody wants to know what the big boys are doing and an interview with Ed Mesrobian, CTO at Expedia, proved a popular story this year. Mesrobian points to the avalanche of data as a major challenge, but to deal with it applies a three-pronged approach namely: test and learn for better results; customise and personalise for a great travel experience; deliver useful data to partners.

3.  How two hotels groups are taking the data-driven road less travelled

Viceroy Hotel Group and Loews Hotels and Resorts tell EyeforTravel how access to data and analytics tools allows them to assess, process and make proactive decisions. That’s a big shift for the hospitality industry and one worth reading about.

4. 4 big red warning lights for C-Level executives in the online travel industry

In Amsterdam, EyeforTravel MD Tim Gunstone heard some things that made him start to feel anxious for the industry. He has four clear warnings for the industry but if had to say just one thing it would be: ‘it’s time we took ancillaries seriously!’

5. Mobile and personalisation: two uncracked trends of the future

Like we said, data touches every part of the online travel ecosystem and in this story we hear from Skyscanner’s data analyst Ewan Nicolson, who tells how they are looking to crack the two big trends of the future – read the headline! And then why not catch up on an interesting story.

6. 7 ways to play the revenue management game in online travel

After chatting to Chinmai Sharma, VP Revenue Management and Distribution at Louvre Hotels and Carlos Sánchez, Senior Manager Big Data Analytics at Carlson Wagonlit Travel some clear trends emerged including: profitability is the name of the game, that RM can’t function alone and analytical skills are hard to come by. Read the full story to find out more. 

7. Goodbye silo: how big and small data is fuelling growth at IHG

Here Tarandeep Singh, Intercontinental Hotel Group’s Director of Revenue Analytics for the Asia Middle East and Africa (AMEA) region identifies some of the big trends coming out of Asia. Whereas before it used to about destination marketing, now hotel firms are seeing a lot of demand for activities in the beautiful resorts of South East Asia – a significant opportunity!

8. 4 ways to boost revenues with operational efficiency

To make more money, revenue managers need to improvise and there are four ways that RM execs can do just that. Advice comes from Amit Kaushik, director of revenue management at Madinat Jumeirah and Chinmai Sharma, vice president of revenue management and distribution, Louvre Hotels Group and includes to: keep a tab on booking windows; collaborate in a meaningful way; improve data management/analytics skills; and don’t ignore the last-minute:

9. Hotel metrics of the minute for a data driven world

This is a tough thing to get right but Scott Pusillo, Viceroy’s VP of Sales & Revenue Management has a bash. His top three metrics ar RevPAR (revenue per available room), GOPPAR (gross operating profit per available room), TRevPAR: (Total revenue per available room). Read the full story to find out why.

10. 7 ways to play the revenue management game in online travel

Profitability, pricing are the top two things revenue managers should be focusing on, say Chinmai Sharma,VP Revenue Management and Distribution at Louvre Hotels and Carlos Sánchez, Senior Manager Big Data Analytics at Carlson Wagonlit Travel of this fast-changing environment.  Other issues to address are how to play mobile (yes people do like to talk) and how much attention to give the direct channel.

Missed the top 10 social and marketing stories of the year. Catch up here.