The WNS Solution
WNS leveraged analytics and identified distinct targetable guest segments for which the hotel chain could run marketing campaigns.
WNS mined the client's transactional data and assessed the number of guests who had transacted with the client over the previous 12 months. As a result, WNS identified more than 4,000 variables across six guest behavior dimensions such as
WNS carried out data segmentation on the key variables using Statistical Analysis System based on the level of guest engagement with the hotel chain. This segmentation was measured in terms of both the number and frequency of transactions.
WNS then deployed clustering techniques such as K-Means clustering and two-step clustering to carry out comprehensive profiling of each identified segment, and measure trends within and between individual guest segments.
WNS' analytics solution provided the client insights into its distinct guest segments based on the type of hotel properties, guest wallet share and frequency of travel.
Armed with clear insights from WNS' analytics solution, the hotel chain developed targeted marketing campaigns and customized them for the distinct guest segments, leading to better allocation of resources and optimized marketing efforts.