What solutions can Vietnamese hotels take advantage of the 'gold mine of data'?

DNVN - Within the framework of the "Da Nang Professional Chef 2025" competition, a workshop on "Hotel Industry Solutions" took place, focusing on the application of artificial intelligence (AI) in the strategy of operating and developing hotels in the digital age.

Still managing data the traditional way in the digital age

As the keynote speaker at the workshop, Mr. Pham Ngoc Loi - Director of Digital Transformation of Phu Long Resort Hotel Group emphasized that in the context of the global hotel industry entering a period of strong digital transformation, data becomes a valuable asset to help businesses improve competitiveness and optimize customer experience.

Speaker Pham Ngoc Loi presented at the conference.

From booking behavior, online feedback to travel trends, every piece of information has strategic value. However, in Vietnam, most accommodation establishments still manage data in the traditional way, leading to fragmentation and ineffective exploitation.

Despite being “sitting on a gold mine of data”, many hotels have not yet taken advantage of the potential because the data is fragmented and disjointed: competitors’ room rates, customer reviews, internal business reports, or even travel search trends on social networks. All exist in individual systems, lacking overall connection and analysis, making decision-making slow, emotional and unpredictable.

According to Mr. Pham Ngoc Loi, sharing about website ranking shows how destination search market data is used through various channels, but converting data into strategic plans is still a problem for many businesses. Therefore, digitization and application of artificial intelligence (AI) in operational management is an inevitable trend for the hotel industry to shift from an emotional operating model to a data-based decision-making model.

Mr. Loi said that it is possible to closely monitor market developments through search data on internet channels. For example, the number of searches from Japan about Vietnam tourism has increased by 7% compared to the same period in 2024 - a positive signal showing that demand is recovering strongly. However, the question is: How can hotels convert this data and trends into specific decisions in business operations?

“Hotels can completely grasp which markets and channels customers come from, but they may not know how to take advantage of that information to attract customers to them. This is the problem of data mining and processing - an open issue. That is also the current situation for many Vietnamese hotels in the digital age,” said Mr. Pham Ngoc Loi.

Strategic solutions for the hotel industry

Faced with this situation, the conference introduced the AI ​​Hotel Strategist (AIHS) solution - a pioneering AI platform developed by Furama Resort to end the fragmented data situation in the hotel industry. Built on the Cloud platform, AIHS automatically collects, merges and "reads" all data from multiple sources, helping managers see the overall picture of the market, competitors, and brands in real time.

Converting data into strategic planning remains a challenge for many hotels.

According to Mr. Pham Ngoc Loi, AIHS is considered the "strategic brain" of hotels in the digital age, bringing about clear breakthroughs in revenue management and service quality according to 3 pillars: Revenue optimization, Quality improvement and Market forecasting.

Using AI, the system simultaneously analyzes room rate data, booking history, market trends, and customer feedback to recommend optimal rates in real time, ensuring maximum profit and flexible competitiveness.

At the same time, the AIHS solution "listens" and processes thousands of guest reviews to identify areas for improvement in the operational process, helping hotels improve customer experience, strengthen brand image and optimize revenue efficiency comprehensively.

AIHS not only tracks price fluctuations or bookings, but also comprehensively analyzes flight search data, online travel behavior, and destination trends on major platforms such as Google, OTAs, and social networks. Through AI-based forecasting models, the system can identify early changes in travel demand by season, region, or customer segment, helping managers proactively adjust pricing strategies, human resource plans, marketing budgets, and resource allocation.

“Thanks to this forecasting ability, hotels are no longer passive in the face of the market but can pre-determine trends and lead demand, optimizing business performance in both the short and long term,” said Mr. Loi.

Mr. Loi further emphasized that in the context that hotels today often use vouchers or coupons to implement promotional programs, customer appreciation or partner linkages, managing and effectively tracking these vouchers is still a big challenge. In the AIHS system, there is voucher management software.

AIHS's solution helps users track the entire process of issuing and using vouchers in real time, ensuring transparency, accuracy and optimizing campaign effectiveness. This is both a management tool and a way for AIHS to exploit data to improve operational efficiency, contributing to supporting businesses in their digital transformation journey and improving the quality of hotel services.

Hai Chau

Source: https://doanhnghiepvn.vn/chuyen-doi-so/giai-phap-nao-de-khach-san-viet-tan-dung-mo-vang-du-lieu/20251112031828281