Channel Distribution Analysis: Exploring Distribution Channels in the Hospitality Industry
Journal
Business Data Decisions | Data Challenge
Type
case study
Date Issued
2024
Author(s)
Editor(s)
Brian A. Vander Schee
Abstract
In this Data Challenge, students are presented with booking information from a Portuguese hotel chain Iberian Charm that has two properties: a resort hotel and a city hotel. The information includes 2 years’ worth of data for every booking, including canceled bookings. This Challenge focuses on the distribution channel where the bookings were made. Students will be asked to develop data-driven recommendations for hotel management’s sales strategy for incentivizing customers who previously booked through travel agents and tour operators to book possible future stays on the direct sales channels. With that in mind, students shall help the hotel chain Iberian Charm to build long-term customer relationships.Students should be familiar with different statistical methods, including techniques like chi-squared tests, logistic regression, and ANOVA. It is important for students to understand and be able to apply these methods to analyze categorical data, model relationships between variables, and compare means across groups. Alternatively, these methods can be taught using practical examples or real-world data sets to enhance the learning experience.
HSG Classification
contribution to education
Publisher
SAGE Publications, Inc.
Subject(s)
Division(s)