Science of Hotel Optimization Rooms Revenue Workshop Day 1: Data Day 2: Analysis Day 3: Optimization

10 minute break every 50 minutes. 50 minute periods. SOHO Day 12 © Origin World Labs

Ask every question. Dozens of Books, Lectures, Courses in 4 hrs. Contribute examples. Give me a Pace. I will go back. © Origin World Labs SOHO Day 13

Day 1 Objectives Hour 1  The Analytic RM  Hotel Data Science  Databases & Data Access Hour 2  PMS Databases  MS Query Tool Hour 3  Opera Data Tables  OLAP Tools (Pivot Table)  SQL Queries Hour 4  SQL Queries  Excel Criteria Functions My Notes SOHO Day 14 © Origin World Labs

What is Analytics? © Origin World Labs SOHO Day 15 My Notes Not Reporting. Misused and Abused. e.g. “Luxury” Applying mathematics to data to extract insights that lead to better decisions.

The ‘M’ Word © Origin World Labs SOHO Day 16

The Analytic RM The Talent Shortage 50% shortage in analytic positions by The Hotel RM experience. Analytic maturity. 1-2% use RMS. Black box algorithms. Era of Rate Distribution ROI is over. Incremental value of RM. SOHO Day 17 My Notes © Origin World Labs

Who would you pick to do your taxes? Bookkeeper © Origin World Labs SOHO Day 18 Accountant

The Analytic RM SOHO Day 19 © Origin World Labs Clerical RMAnalytic RM Rate DistributionAnalysis Manual ReportingModeling Decisions Comp Set focusedPatterns focused Rooms RevenueTotal Profit STR ReportStrategy ROI My Notes

The Revenue Manager of 2023 Skillset © Origin World Labs SOHO Day 110 Analytics ToolboxChoice & DemandData & Granularity Probability Statistics DriversForecastsOptimization Modeling Guest Behavior MarketBiasesRhythm of Business Communication

The Hotel Data Scientist Harvard Business Review. Many disciplines. Broad skill set. Not from hospitality. Ability to think “nerd” and speak “business”. One foot in IT and one foot in the boardroom. Extracts profit from data. Start in RM. © Origin World Labs SOHO Day 111 My Notes “This Workshop is your launch point.”

Data Science Pyramid © Origin World Labs SOHO Day 112 Optimization Analysis & Classification Data Extraction Day 1 Day 2 Day 3 SOHO Data Science Descriptive Predictive Prescriptive

Your new world view Data in its native environment. At the databases level Think “The Matrix”. Put your “tech” hat on. © Origin World Labs SOHO Day 113 My Notes

Databases A set of spreadsheet-like tables. Multiple tables for efficiency. Works hidden behind transaction software. My Notes SOHO Day 114 © Origin World Labs

Relational © Origin World Labs SOHO Day 115 Client Database Reservation Reservation Entry Occupancy Graph Guest Profile Room Types OOOs

Simple PMS Schema © Origin World Labs SOHO Day 116 Reservation Reserv ID Arrival Departure Guest ID Room Type Guest Profile Guest ID Name Address Phone Nightly Date Rate Reserv Date Source Reserv ID Unique keys connect each record(row). You must reconnect these tables to get all the data.

Databases: Important Definitions © Origin World Labs SOHO Day 117 My Notes Table: related data grid. Schema: Organization of tables Fact : Transaction e.g. Rate Paid one night Dimension : Explains Fact e.g. Source, Room Type Granularity : Level of detail e.g. POS has ticket detail Columns: Field Data Dictionary: Explains tables & columns. Warehouse: An organized copy.

PMS Database Vendors © Origin World Labs SOHO Day 118 PMSDatabase OperaOracle AgilysisMicrosoft RoomMasterSybase Two licenses

Opera Tables: Reservations History RESERVATION_DAILY_ELEMENTS Organized by Night RESERVATION_DAILY_ELEMENTS_NAME Organized by Reservation © Origin World Labs SOHO Day 119 My Notes Sample company Upper Creek Resort 100 Rooms

ODBC Open Database Connection. “Like rubbing the lamp.” Access data via ODBC client. Driver available from each database vendor (not PMS) for FREE. Usually installed by IT. Oracle ODBC client at Instructions at sohodocs. SOHO Day 120 © Origin World Labs My Notes

Four Data Table Analysis tools 1.Query Wizard – MS Query 2.OLAP – Picot Table 3.SQL 4.Excel – Multi-Criterion Functions © Origin World Labs SOHO Day 121

MSQUERY The most common operation for a business analyst is the query. MSQuery is the simplest way to query a database. Built into Excel. Database agnostic. Vendor Neutral. Creates a Real-time link to data. My Notes SOHO Day 122 © Origin World Labs Data > From Other Sources > From Microsoft Query

MSQUERY © Origin World Labs SOHO Day 123 My Notes Connect Update Refresh

Query Wizard © Origin World Labs SOHO Day 124 Select Table Select Columns Filter Return Sort

MS Query power tools Criteria > Add Criteria Table > Add Tables Drag and Drop Join © Origin World Labs SOHO Day 125 My Notes

Excel Table Behaves like a database table. For related data. Header Row Filters Sorting Calculated Columns Formatting Insert/Delete Structured references Instead of C2 SOHO Day 126 © Origin World Labs My Notes

Pivot Table OLAP Tool Fast way to investigate data. Multi-dimensional Multi-perspectives Drill-down Slicing more at sohodocs © Origin World Labs SOHO Day 127 My Notes Insert > Pivot Table

Pivot Table What you are measuring Values The Dimensions Columns Rows Slice of the data Filters Tips Start with the end in mind Creative Thinking © Origin World Labs SOHO Day 128 My Notes

SQL: Standard Query Language Common Language for Database A very specific way to ask a database a question. Universal ANSI standard. We will use the query part. DML Data manipulation language. “The coding” is sensitive. SOHO Day 129 © Origin World Labs My Notes

Types of SQL Developed to connect data source to a programming language. Slight variations in code. PMSDatabaseSQL OperaOraclePL/SQL AgilysisMicrosoftT-SQL RoomMasterSybaseT-SQL SOHO Day 130 © Origin World Labs My Notes

SELECT To select the columns to return. What is to be returned. “*” represents all SOHO Day 131 © Origin World Labs My Notes SELECT column_name,column_name

FROM Defines the Table(s) to be used Always required. [Database].[Table] SOHO Day 132 © Origin World Labs My Notes SELECT column_name,column_name FROM table_name; SELECT RESV_NAME_ID FROM `C:\SOHODAY1.xlsx`.`Element$`

WHERE Your filters Use operators –=, >, >=, <, <= –Between –In (list) Multiple Conditions joined by “and” SOHO Day 133 © Origin World Labs My Notes SELECT column_name,column_name FROM table_name WHERE column_name operator value; SELECT * FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts ' :00:00'})

JOINS SELECT * FROM `C:\SOHODAY1.xlsx`.`Element_Name$` `C:\SOHODAY1.xlsx`.`Elements$` WHERE `Elements$`.RESV_DAILY_EL_SEQ = `Element_Name$`.RESV_DAILY_EL_SEQ SOHO Day 134 © Origin World Labs My Notes

GROUP BY Group Functions Common Arithmetic Count, Sum, Max, Min, Avg SOHO Day 135 © Origin World Labs My Notes SELECT RESERVATION_DATE, SUM(RATE_AMOUNT), SUM(QUANTITY) FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts ' :00:00'}) GROUP BY RESERVATION_DATE

ALIASES Renames a column in query Careful not to use database or SQL words SOHO Day 136 © Origin World Labs My Notes SELECT RESERVATION_DATE STAY, SUM(RATE_AMOUNT) REVENUE, SUM(QUANTITY) NIGHTS FROM `C:\SOHODAY1.xlsx`.`Element$` WHERE (RESERVATION_DATE>{ts ' :00:00'}) GROUP BY RESERVATION_DATE

Excel Vlookup Go get data according to a match Searches first column. VLOOKUP( DATA TO MATCH, DATA GRID, COLUMN TO SEARCH, TYPE OF MATCH) © Origin World Labs SOHO Day 137 My Notes

Excel Multiple Criteria Functions COUNTIFS –COUNTIFS(Column, Criteria,Column2, Criteria2,…) SUMIFS –SUMIFS(Column to Sum,Column,Criteria1,…) AVERAGEIFS Criteria filter – “operator”& e.g. “>=“&25 SOHO Day 138 © Origin World Labs My Notes

What we covered? The New RM Data Databases Tables Columns Dimensions MSQuery Pivot Table SQL Excel My Notes SOHO Day 139 © Origin World Labs

Next Friday: Analysis  Probability  Variance  Expected Value  Demand Curves  Forecasting © Origin World Labs SOHO Day 140