Implementing Online Analytical Processing in Hotel Customer Relationship Management

Abstract

Online Analytical Processing (OLAP) is increasingly being used by applying technology concepts that use a multidimensional view of grouping data to provide quick access to strategic information for analysis purposes. In the tourism industry, especially hospitality, this is very useful, especially in processing hotel operational data. Although OLAP technology has been widely applied in the hotel industry in reporting business sales, marketing, and reporting management analysis, there is still little research that discusses customer activity analysis. This study develops an OLAP-based analytical CRM system to analyze customer data and classify it into two main segments: geographically and demographically. Transactional data for hotels that have existed for the last three years are converted into a data warehouse, including the ETL process from the original database to a star schema database. It has a fact table and dimensions. Furthermore, OLAP cube operations are performed and generate customer reports. Testing in this study was carried out by calculating the total data’s access speed and accuracy from 100 to 5000 customers, and the estimated value was 45.50 to 80 milliseconds in 30 experiments. For further research, it can be developed by integrating data from the hotel transactional system so that the analytical process can run in real-time.