Bangalore: According to IBM, big data was being created at a rate of 2.5 exabytes in 2012. And of the sectors that analyze big data to help predict future actions and discover trends, hotels and travel segment should be most concerned with big data analytics, according to Srikant Sastri, Co-founder, Crayon Data, a Singapore and India based Big Data company.  

Some of the largest companies in the travel industry are now digital. The InterContinental Hotel Group collects data from its seven brands and uses that data as an analytical tool to assist in better decision-making for marketing their 675,982 rooms in 4,602 hotels across the globe, writes Mark Van Rijmenam for SmartDataCollective.com, an online community on Business Intelligence and Data Management.

Big data has been a reality of the travel world for almost a decade, and is crucial to providing key logistical clues to what travellers want from their overnight stays. Statistics like the time and channel of booking to the location and preferences of guests give hotels insights that lead to better loyalty programs and increased conversion.

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