Harnessing data: Malik Mohamed on business intelligence future in Maldives tourism

At the Hotelier Maldives GM Forum 2024, Malik Mohamed, Director of Business Intelligence at Pulse Hotels & Resorts, delivered a presentation on the vital role of business intelligence (BI) and revenue optimisation in the evolving tourism industry of the Maldives. He highlighted how leveraging data analytics, artificial intelligence (AI), and predictive tools can unlock substantial revenue potential and create a competitive edge in the luxury hospitality market.

During his presentation, Malik emphasised the shift from traditional intuition-based decision-making to data-driven strategies, which he believes are essential for future success. He stressed, “So far, our approach in making business decisions has been a lot of intuition and very little data has been used or analysed.” However, with the right tools and frameworks, he noted that businesses could now harness vast amounts of data to gain insights that optimise both operations and revenue streams.

Malik outlined the fundamental aspects of a robust BI strategy, identifying the core processes as:

• Data Collection: Gathering vast amounts of guest and operational data.
• Data Integration: Ensuring data from multiple sources is centralised for efficient use.
• Data Analytics: Using tools like Power BI and Tableau for analysing trends and making forecasts.
• Reporting and Visualisation: Presenting insights in actionable formats that inform decision-making.

He stressed the importance of data analytics in improving operational efficiency, personalising guest experiences, and enhancing overall profitability. Tools such as AI and machine learning play a key role in predictive analytics, helping hoteliers anticipate guest needs and optimise pricing strategies based on market demand.

One of the main themes of the presentation was how BI can support revenue optimisation. By leveraging guest data, hotels can personalise guest experiences, target marketing efforts more precisely, and improve loyalty programs. “Utilising guest data for personalisation and predictive analytics for guest satisfaction is crucial,” Malik explained.

He also emphasised the importance of tracking booking trends and analysing market demand to refine business strategies. Comparing current performance against previous years, hotels can make informed decisions that enhance profitability and ensure a competitive edge in a saturated market.

While the benefits of BI are vast, Malik acknowledged some of the challenges that come with the data revolution, notably data privacy and security. With the rise of employee access to sensitive guest information, businesses need to invest in employee training, data encryption, and strict access controls to protect against misuse. Compliance with privacy regulations has become paramount to maintaining guest trust and brand integrity.

Additionally, Malik highlighted the issue of “data fatigue,” where the sheer volume of reports and dashboards leads to overwhelming decision-makers. “Managing data fatigue is important,” he noted, adding that many businesses have data at their fingertips but often lack the tools to utilise it effectively. By focusing on relevant insights, businesses can avoid becoming bogged down by irrelevant data and make more agile, informed decisions.

As the presentation concluded, Malik emphasised the future potential of business intelligence in shaping the tourism landscape of the Maldives. “Data-driven decisions are going to make a big impact in understanding the industry and operations,” he stated. The increasing reliance on data will not only improve profitability but also shift the competitive landscape, making BI an essential tool for every hotelier looking to stay ahead.

In closing, Malik affirmed that BI tools, if implemented and utilised smartly, could offer a significant competitive advantage in the dynamic and fast-evolving hospitality industry of the Maldives. “BI can be a very strong tool for making smart decisions about making our operations profitable,” he concluded.

This year’s GM Forum, now in its eighth edition, focused on ‘The Evolving Luxury Landscape’ in the Maldives. Industry leaders discussed the future of luxury travel, including the new luxury traveller’s psyche, digital marketing, and sustainable practices. The forum featured diverse panels and interactive sessions, emphasising personalised guest experiences and local cultural integration. It aimed to foster active participation and share innovative case studies from the luxury travel industry.

Sponsors and partners of GM Forum 2024, the largest gathering of hospitality leaders, include:

• Ooredoo Maldives: Digital Partner (Title Sponsor)
• Bestbuy Maldives (BBM): Silver Sponsor
• Dhivehi Insurance: Silver Sponsor
• Fuel Supplies Maldives: Silver Sponsor
• Maldives Airports Company Limited (MACL): Silver Sponsor
• Manta Air: Aviation Partner
• Male’ Aerated Water Company: Beverage Partner
• Atmosphere Wellness: Wellness Partner
• Souvenir Marine: Transport Partner
• Printlab: Printing Partner
• CROSSROADS Maldives: Venue Partner
• Lights Out: Coverage Partner
• Associate Sponsors: Alia Investments, Villa Hakatha, GAGE, Wyntronix, Uniforms Unlimited and Spa Ceylon Maldives