Objective

This project explores hotel booking patterns between 2015 and 2017, using data provided on customer demographics, booking channels, guest types, seasonal trends, and more. The objective was not just to summarize trends but to diagnose challenges, uncover opportunities, and provide actionable, data-driven strategies that can help the hotel improve profitability, guest experience, and market positioning.

Key Metrics and KPIs

From the top of the dashboard:

• Total Passengers: ~235,000
• Cumulative Life Spent (Nights): 409,000+
• Average Daily Rate (ADR): $101

These core metrics give a foundational overview of volume and pricing. The ADR, while modest, suggests room to expand higher-margin guest segments and explore opportunities in upselling, personalization, and targeted promotions.

1. Geographic Insights – Portugal’s Dominance

Portugal consistently ranked as the top country across the entire 2-year+ timeframe. This wasn’t a fluke; it was a persistent trend, with a significant margin separating it from other countries like the UK, France, and Spain.

Implication: The hotel attracts a strong Western European customer base particularly from Portugal.

Recommendations:

• Multilingual Optimization: Introduce Portuguese speaking staff or concierge service, and localize digital assets (e.g. booking pages, newsletters, and promotions).
• Cultural Curation: Offer Portuguese holiday-themed events, meals, or activities to deepen brand affinity.
• Agency Partnerships: Form direct relationships with Portuguese and other Western European travel agencies to reinforce market share and create customized packages.
• Test Other Markets: Run short burst promotions in underperforming Western European countries to understand what Portugal gets right and what’s missing elsewhere.