Easy Yet Untapped Revenue Channel for Hotels Worldwide

sasha uritsky

Jan 10, 2016

There are many travelers looking for hotels and places to stay on social web. Every day.

Take Twitter, for example:

Or this:

People are genuinely looking for help. Surprisingly though only few are getting it. According to nmodes data less than 12% of Twitter travel requests are being answered. The rest - lost opportunities for hotels and businesses in the hospitality industry.

And how big is this opportunity anyway?

nmodes Twitter data shows that every 15 min somebody expresses intent of going to, or visiting New York. Most of these travelers need a place to stay there.

Every 33 min - intent of traveling to London.

Every 54 min - intent of traveling to Paris.

We started Twitter recommendation service @nmodesHelps and were encouranged by the results. 72% of those that received our travel recommendations reacted by thanking us and expressing their gratitude. This reinforced our assumption that people seek travel advice on Twitter, accept it as an instant value, and are prepared to act upon it.

The hotels that are ready to move fast to monetize this opportunity will benefit the most.

Interested in reading more? Check out our other blogs:

Lessons for Businesses from Brazil’s World Cup Disaster

1. Mental, or psychological, state of your team is important: you can put so much pressure on people before they crack. Brazil players didn’t become unqualified professionals overnight. They failed because they were overwhelmed by their country’s expectations, distorted sense of history, and the right to win considered divine. They were too emotionally charged, not in the proper state of mind to compete. So better keep calm, relaxed atmosphere in your team even before launch, or important deadline.

2. Manage customer expectations. Brazil were ramping them up unreasonably. Aggressive messages like the 6^th[title] is coming, statements by their coach about two more steps to heaven massively backfired by creating an unhealthy emotional frenzy in the society, which in return influenced the players (see 1.)

3. Logic, organization is the key to successful execution. Germany are not a great team. But they are very well organized. They had a detailed game-plan where every team member knew his task and several different scenarios where prepared. They were able to adjust when the situation on the field changed to squeeze maximum advantage. Sounds simple? That’s because it is.

Beware the lure of crowdsourced data

Crowdsourced data can often be inconsistent, messy or downright wrong

We all like something for nothing, that’s why open source software is so popular. (It’s also why the Pirate Bay exists). But sometimes things that seem too good to be true are just that.

Repustate is in the text analytics game which means we needs lots and lots of data to model certain characteristics of written text. We need common words, grammar constructs, human-annotated corpora of text etc. to make our various language models work as quickly and as well as they do.

We recently embarked on the next phase of our text analytics adventure: semantic analysis. Semantic analysis the process of taking arbitrary text and assigning meaning to the individual, relevant components. For example, being able to identify “apple” as a fruit in the sentence “I went apple picking yesterday” but to identify “Apple’ the company when saying “I can’t wait for the new Apple product announcement” (note: even though I used title case for the latter example, casing should not matter)