In order to create a personal experience, it is key to better understand the guest behaviour of different guest types. We therefore analysed QWR’s complete database to find correlations between behaviour patterns and guest types.
Actionable guest segments were created based on this segmentation analyses by real-time clustering on i.e. frequency of visits, amount spend, preferred communication channels and travel distance. By mapping these insights to the guest segments and the business challenges, the value of data science became clear and remains a strong pillar in digitally transforming the QWR business.