Market-tracking firm Research and Markets recently reported that cloud computing and data analytics are expected to grow by more than 26 percent annually over the next five years. Enterprises are increasingly leveraging the cloud and cloud analytics to help them better understand and target customers in the digital age. Read on to discover some of the key factors driving the steady (and seemingly limitless) growth of cloud analytics in the hospitality sector.

Increased adoption of data analytics. Savvy enterprises recognize that the cloud provides a reliable and secure means for storing and accessing data. Tapping into the cloud allows them to adopt data analytics to better access and understand customer habits and patterns that directly drive revenue, reduce costs, and boost customer loyalty.

Big data. Data is literally flooding enterprises, thanks to increased mobility spurred by unprecedented access to the Internet. The cloud presents a secure and viable way for enterprises to access and analyze real time data and analytics that illustrate how guests spend, respond, and behave. Big data is then used by enterprise decision makers to optimize distribution and maximize revenue growth.

Personalization. What differentiates a brand’s offering from its competitors? The ability to provide guests with the personalized “stay” experience they crave. Enterprises are embracing the cloud in order to better monitor social media traffic engagement and statistics. These online analytics are used to deliver highly personal and customized guest experiences across brands that drive guest loyalty and breed brand ambassadors.

Cost-Effectiveness. CIOs recognize that moving from a legacy to a cloud-based management solution offers a lower total cost of ownership (TCO). Processes become more streamlined in the cloud, while vulnerabilities are reduced. Instead of spending money on warehouses, equipment, and servers, data is maintained in the cloud and managed by the vendor/provider. Increases in revenue are further achieved because on-premise staff can remain focused on attracting and serving guests.

The above signals a symbiotic relationship that will continue to thrive. With acceptance of cloud services and cloud computing increasing at a steady rate, enterprises will continue to leverage cloud analytics to run their operations more strategically and cost-effectively.

For more on the benefits of cloud-based technologies to enhance enterprise performance, please see