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Overview: Using data to inform expansion planning for Village Hotels
Using insights to inform expansion planning and improved customer experiences
Village Hotels’ unique business model—comprising Hotel Accommodation, Food & Beverage, and Health & Wellness—allows for diverse revenue streams and cross-selling opportunities. Despite the challenges posed by the Covid-19 pandemic, the company has remained committed to expansion with aims for continued growth both organically and through new developments.
Challenge overview
The primary objective was to identify optimal locations for new hotels and gyms, based on a range of metrics such as customer demographics, catchment areas, and market demand. Additionally, there was a need to gain a deeper understanding of customer behaviour and preferences, which would in turn inform marketing strategies.
The project also integrated various data sources including market performance data to provide a more comprehensive and holistic view of market performance and opportunities. This would enable Village Hotel to make data-driven decisions, thereby maximising investment returns.
Challenges
- Better understand customer demographics and behaviour
- Integrate various data sources for a more holistic view of performance and market demand
- Identify optimal locations to support Village Hotel’s growth ambitions for new hotel sites
View Village Hotels Profile
Company Bio:
Unlike traditional hotels, Village Hotels provides a multifaceted experience that extends beyond accommodation, offering ‘everything under one roof’ for hotel guests, residents and gym members. Each site typically includes around 132 modern hotel rooms, a comprehensive Health & Wellness Club, dining options, co-working spaces, and meeting facilities. These amenities attract a diverse clientele, including hotel guests, club members, and residents.
| |
|---|---|
| Established: | 1995 |
| Sector: | Hospitality |
| Specialism: | Accommodation, food, wellness |
| Location: | 33 locations worldwide |
The Experian team effectively supported us throughout the project, from the early stages when we designed the underlying framework of the model to the final data visualisation. The end-product was an easy-to-use dashboard based on detailed location analysis, which allows our operational team to identify the best locations for Village’s future growth and to optimise our resource planning for our existing sites through better understanding of the local markets.
Solution overview
The central deliverable was a robust data visualisation platform that integrated first-party data with Experian’s datasets and models. This platform featured a comprehensive location analysis and scoreboard, including town territory scoring with map visualisations. The scoring system was developed to evaluate potential new locations for expansion and considered a variety of factors, including demographics, hotel performance metrics, revenue potential, and other market indicators.
With Experian, Village Hotels have taken a significant step towards data-driven strategic planning. Achieving notable outcomes in pipeline development, marketing optimisation, and budget planning.
Use geolocation data to better understand human behaviours
Results
- Detailed customer profiles developed offering a nuanced understanding of Village Hotels' client base
- Insights gathered on geographical origins of visitors and willingness to travel
- Dashboard creation to present insights and site performance data with Experian's datasets and models
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