Guidelines for Submission: Using APA 6th edition style standards, submit a Word document that is 2-4 pages in length (excluding title page, references, and appendices) and include at least two credible scholarly references to support your findings. Be sure to cite and reference your work using the APA guides Include the following critical elements in your essay: I. What does Big Data mean to NH Hoteles? Briefly describe how this organization came to realize that Big Data was the key to improving their business operations. How did they determine what data was needed and how to manage the information that was available to them? II. What were their main challenges? Explain the challenge(s) they encountered with data collection and the efficient processing of this information to gain actionable insights about their hotels. III. What was the proposed solution, and the impact of results? Describe the solution that was developed and implemented to solve their business challenges with managing and analyzing customer feedback. How does the solution give NH Hoteles a competitive advantage and what technologies were deployed to make this solution effective and efficient to serve its purpose?


Big Data refers to the vast amount of structured and unstructured data that organizations collect from various sources. For NH Hoteles, a leading hotel chain, the realization that Big Data can significantly improve their business operations came through recognizing the immense potential of harnessing customer feedback to enhance customer experience and satisfaction. NH Hoteles understood that by analyzing this data, they could gain valuable insights into customer preferences and behaviors, thereby allowing them to tailor their services to meet the needs of their guests more effectively.

To determine what data was needed and how to manage the information available to them, NH Hoteles undertook a comprehensive review of their existing systems and processes. They identified key touchpoints in the customer journey where data could be collected, such as reservations, check-ins, and feedback. Additionally, they explored various sources of customer feedback, including online reviews, social media comments, and surveys. By capturing data from multiple channels, NH Hoteles aimed to create a holistic view of their customers’ experiences.

Having identified the sources of data, NH Hoteles focused on developing robust information management strategies. They invested in advanced analytics tools and technologies that could store, process, and analyze the large volume of data they collected. By implementing data management systems that supported data cleansing, aggregation, and integration, NH Hoteles ensured the data was accurate, reliable, and easily accessible for analysis.


One of the main challenges NH Hoteles encountered was the collection of vast amounts of customer feedback and the efficient processing of this information. With thousands of guests leaving reviews and feedback across various platforms, it became challenging to gather and consolidate the data in a timely manner. Furthermore, the data was often unstructured, making it difficult to extract meaningful insights.

To overcome these challenges, NH Hoteles employed natural language processing (NLP) techniques. NLP allowed them to analyze and categorize customer feedback by automatically extracting relevant information from unstructured text. By using NLP algorithms, NH Hoteles were able to convert unstructured data into structured data, enabling more efficient analysis and decision-making.

Another challenge NH Hoteles faced was identifying actionable insights from the processed data. With a large volume of information at their disposal, it was vital to filter out noise and focus on the most significant findings. To address this, NH Hoteles employed data visualization techniques. By creating visually appealing and informative dashboards, NH Hoteles made it easier for managers and executives to understand complex data patterns and make informed decisions.


The proposed solution to NH Hoteles’ business challenges with managing and analyzing customer feedback was the implementation of a Customer Experience Management (CEM) system. This system allowed NH Hoteles to collect, analyze, and act upon customer feedback in real-time. The CEM system incorporated advanced analytics capabilities, enabling NH Hoteles to gain deeper insights into guest preferences, satisfaction levels, and overall customer experience.

The impact of this solution was significant. NH Hoteles gained a competitive advantage by being able to respond to guest feedback promptly and tailor their services accordingly. By identifying trends and patterns in customer feedback, NH Hoteles was able to make data-driven decisions to enhance guest experience, ultimately leading to higher satisfaction rates and repeat business.

To make the solution effective and efficient, NH Hoteles deployed technologies such as machine learning and predictive analytics. These technologies helped automate the analysis process and provided proactive recommendations for improving customer experience. By leveraging these advanced technologies, NH Hoteles reduced manual effort, optimized operations, and achieved better outcomes.

In conclusion, Big Data has transformed NH Hoteles’ business operations by allowing them to leverage customer feedback to improve guest experiences. By identifying the data needed and implementing efficient information management strategies, NH Hoteles overcame challenges related to data collection and analysis. The proposed solution of a CEM system, supported by advanced analytics and technological tools, empowered NH Hoteles to gain a competitive advantage and enhance customer satisfaction.

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