General details
EDIHs involved
Challenges
Jaippy, a Spanish SME, offers innovative solutions for hotels to improve customer satisfaction and increase profitability. The challenge is to measure, with objective data, a customer's satisfaction experience from the time they stay at a hotel until they leave. This involves capturing and analysing various touchpoints throughout the customer's journey. From the moment a guest books their stay, checks in, uses hotel amenities, interacts with staff, and eventually checks out, each interaction provides valuable data.
To achieve this, a comprehensive feedback system needs to be implemented, which includes real-time surveys, post-stay questionnaires, and monitoring of social media and review platforms. Additionally, integrating advanced analytics and AI can help in identifying patterns and trends in customer behavior and preferences. By systematically gathering and analysing this data, hotels can gain deep insights into areas that require improvement, as well as aspects that are highly appreciated by guests. This enables the hotel to enhance overall service quality, tailor personalised experiences, and ultimately increase customer satisfaction and loyalty.
From the start, Ux Hoteles, the creator of Jaippy, has sought guidance from EDIH Tech4Efficiency on accelerating product development. They face the challenge of implementing a web scraping system to manage customer reviews and optimise hotel services. Additionally, Ux Hoteles needs to train its technical team in web scraping and PowerBI to analyse crucial tourism data, such as accommodations, prices, and reviews. This will enable them to build interactive dashboards and make data-driven decisions, driving Jaippy’s growth.
Solutions
Jaippy is a tool for hotels that leverages data to focus on key guest information, revolutionizing the guest experience and operational efficiency. This advanced system captures a wide range of data, such as guest preferences, behaviors, and feedback. By utilizing this tool, hotels can personalise services to meet the unique needs of each guest, enhancing their overall stay.
Designed to visually and narratively communicate the insights from analysed data, Jaippy facilitates agile decision-making. By measuring results in real time, it transforms the hotel into a node of innovation, where the guest experience becomes a valuable asset. Jaippy is also designed to improve business results through the differentiation of services targeted to high-profitability customers. The tool allows visualisation of the Jaippy Index, which emulates key hotel industry indexes, including the Booking.com index, offering insights into customer feedback.
From the early stages of Jaippy's development, EDIH Tech4Efficiency has been supporting Ux Hoteles. To enhance Jaippy, the EDIH worked with Ux Hoteles to evaluate and improve its technological capabilities through the implementation of an advanced web scraping system and technical team training. The goal was to build a system that collects relevant data from the hotel sector, creating a structured dataset for a proof of concept (PoC). This data is used for market analysis and predictive modeling. Websites and APIs that provide the necessary information were also identified. The team was trained in web scraping and dataset management, with the goal of incorporating this data into dashboards. Additionally, they developed skills in creating interactive PowerBI dashboards, effectively integrating and visualizing data from multiple sources.
Results and Benefits
The result is a platform that collects customer experience data and tracks the hotel's score on Booking.com, offering as a result the Jaippy Index. By collecting and using this data, the platform helps in the creation of a strategy to improve customer reviews and overall satisfaction of the hotel.
This platform has already been implemented in several hotels looking to improve their score on Booking.com. The Ansares Hotel was able to increase their bookings and focus on a more exclusive clientele as a result of the data analysis that Jaippy provided. This hotel, which opened its doors in October 2020 in the midst of the pandemic, targets select clients (top executives, luxury events, VIP getaways) and is environmentally conscious. After several years of operation, Ansares Hotel continues to have the highest room rates and maintains the best rating on Booking.com among all hotels in its province. In just a few years, they have positioned themselves as the first landscape hotel in Spain, focusing on exclusive luxury experiences. To monitor customer experiences, they designed their own dashboard through Jaippy, which is shared with the staff. This strategic approach has allowed them to become leaders in their segment, offering a highly specialized and personalised experience. As a result, the Ansares Hotel experienced significant growth, tripling the area’s average monthly ADR (Average Daily Rate) and achieving an impressive 80% direct booking rate.
Another successful example of Jaippy's tool is the case of the Inglaterra Hotel in Seville (Spain), who wanted to improve their score on Booking.com. They had a budget for upgrading the hotel’s facilities and operations and thanks to Jaippy, they were able to optimise resources to invest their budget in the most efficient way. Jaippy helped them identify the 10 key points, ordered by priority, that were causing the decline in their Booking.com score. These conclusions, derived from guest experiences, allowed them to understand the areas that needed improvement to boost their score. The improvement on Booking.com significantly increased their visibility on the platform, and as a result, also on their own website. In this way, they exceeded their planned goals, improving direct sales, the average monthly ADR, and the expected average occupancy.
Perceived social/economic impact
Among the OTAs (Online Travel Agencies) that stand out in the tourism market, Booking.com shows the leading index in the hotel industry. This is because 70% of travelers consult Booking.com before booking a hotel on the platform or use it to consult and contact the hotel directly. Hoteliers are aware of this, which is why they are keen to maintain a good score on Booking.com; the better the score, the higher the price they can charge for their rooms. Hotels strive for higher ratings because better scores lead to more bookings and, consequently, greater economic benefits.
Jaippy drives both economic and social impact by enhancing hotel performance and contributing to the wider tourism ecosystem. By helping hotels improve their ratings on platforms like Booking.com, Jaippy enables businesses to increase revenue through pricing and more bookings. This economic boost ripples out, supporting local economies and creating jobs. Additionally, better hotel services and customer experiences benefit society by elevating the quality of tourism, fostering a more positive perception of destinations, and encouraging sustainable growth in the hospitality industry.
Measurable data
The evolution of the Jaippy Index for Hotel Inglaterra highlights a significant improvement in its performance. In November 2022, the hotel assessed and prioritized key services to address in the short term. By focusing on these areas, the hotel successfully improved guest satisfaction, halting the decline in its Booking.com rating by March 2023. Thanks to the insights provided by Jaippy, a prediction made on January 12, 2024, forecasted that the hotel would reach a score of 8.9 on Booking.com between January 27 and June 30, 2024. And this is what happened: in 11 months, in 10th June 2024, they went from 8.7 to 8.9 on Booking.com.
Jaippy has proven to have a positive effect in the Booking.com score of several customers:
Lessons learned
EDIH's service portfolio proved highly effective, largely due to the expertise of EDIH's technical staff. Their knowledge and experience enabled them to navigate complex challenges and offer tailored solutions.
An in-depth knowledge of the business ecosystem is essential for delivering impactful services. Understanding the nuances of the industry, the competitive landscape, and the unique challenges faced by businesses within the ecosystem allows EDIHs to craft strategies that are both innovative and practical for the customer. This comprehensive understanding ensures that the services provided are not only relevant but also highly effective in driving growth and development.
Leveraging other ecosystem instruments, such as a regional startup accelerator and its mentors, further enhanced the support provided. The startup accelerator can offer a robust platform for nurturing new businesses, providing them with the resources, guidance, and networks needed to thrive, while the mentors, with their extensive experience and insights, can play a crucial role in advising startups, helping them to avoid common pitfalls and capitalise on opportunities. This collaborative approach is fundamental to ensure that the support provided is holistic, addressing various aspects of business development and innovation.
Our support has enabled the company not only to improve its technological solution but also to access funding sources for the development of a more advanced prototype, which allowed them to expand their tool on a much larger scale. We recommend that other EDIHs adopt a continuous support approach, combining technical advice with access to funding. This approach not only strengthens companies in their local growth but also facilitates their expansion into new markets, helping SMEs to scale innovative solutions with a significant impact on their sector.
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