Kelly McGuire女士是SAS公司全球酒店旅游事務部的執行理事，她認為酒店高管如果想要在2015年甚至以后還能穩操勝券的話得做到以下15點。
 
多學知識：客人越來越多的依賴科學技術，我們也需要依靠這些科學技術來保證我們的運營。
   
要有遠見：2015年是建立長期戰略遠見的絕佳時期。
 
和同行協作：在接下來的幾年內，合作謀和才是成功的關鍵之道。
 
建立共同的商業語言：近來，業內“數據可視化”和“分析計劃”兩個概念比較流行，建立共同的數據平臺是尤為重要的，公司必須確保每個部門之間數據字段和指標要一致。
 
建立分析文化并提供支持：尋找機會提供培訓，增加資源或加大科技方面的投資力度去建立這樣的文化體制。
 
學會用數據說話：數據資源越來越多，數據可視化技術越來越普及，學會通過數據和技術來高效地表達自己的觀點是至關重要的。
 
了解顧客：在當今社會，顧客對于自己與業務伙伴關系的預期已經發生改變，他們通過移動設備與世界溝通。
 
關注顧客行程：個性化方案是現在每個人的核心目標，現在最應該關注的就是顧客行程。
 
充分利用文本數據：一個公司非結構化的文本數據中隱藏著大量的信息。
 
嘗試使用視頻數據。
 
充分利用移動設備：您的手機應用顯然是與顧客互動的絕妙方法。需要有足夠的理由去說服用戶使用移動應用，否則機會稍縱即逝。
   
不要受大數據的干擾。
 
投資：當時機到了，每個人都想擁有盤中的那塊肥肉，專家預測2015年酒店業供給會持續增長，酒店收購現象也會層出不窮。在行情不那么好的時候，酒店高管需要根據實際適當作出投資。
 
以顧客為中心：你的顧客之所以選擇了你是有原因的，當然，不可能是因為最新的炫目的技術，或是令人耳目一新的大堂設計。顧客或是來做業務，或與朋友一同拜訪，與家人聚餐或參加活動的。這只是他們暫時停留之地。
 
別忘了最基本的要求：我們擁有更多的數據和日益發展的科學技術，但這并不表示我們可以丟開我們在營銷，運營，營收管理或財政上的基本要求。
 
 
In the light of Kelly McGuire, Executive Director of Hospitality and Travel Global Practice of SAS, she has fifteen actions for hospitality executives to survive and thrive through 2015 and beyond.
 
Get Educated: Our guests have come to rely on technology to support their lives, and we rely on it to run our businesses.
 
Build a Vision: It's a great time to build a long term strategic vision for your organization.
 
Work with your peers: Collaboration will be the key to success in the next few years.
 
Develop a common business language: As data visualization and analytics initiatives become popular in the industry, requiring a common data platform, organizations must be sure that the definitions of data fields and metrics are consistent across departments.
 
Build and support the analytic culture: Find opportunities to provide training, add resources or invest in technology that helps to build that culture.
 
Learn how to tell a story with data: As access to data and data visualization technology becomes easier and more widespread, it is crucial to learn how to use all that data and technology to effectively support your position.
 
Know your guest: In today's social world, guest expectations about the relationship they have with the firms they do business with has changed. They deal with the world through their mobile devices.
 
Focus on the guest journey: With personalization initiatives on the top of everyone's list, still, it's time to focus on the guest's journey.
 
Leverage your text data: There is a tremendous amount of information locked in unstructured text data across the organization.
 
Think about video data.
 
Leverage your mobile presence: Your mobile app is a clearly great way to engage with guests. Users need to have a compelling reason to use their mobile apps however, or the opportunity is lost.
 
Don't get distracted by big data.
 
Justify, justify, justify: When times are good, everyone wants a piece of the pie. Experts predict supply growth and continued acquisitions for 2015. You will need to justify any investments just as thoroughly as you needed to when times were not so good.
 
Don't forget about the guest: Your guests are staying with you for a reason, and it isn't because of the latest shiny technology or the fanciest lobby design (that helps of course). They are there to conduct business, visit with friends, see family members, or participate in an event, and they need a place to stay while they do that.
 
Don't forget the basics: Just because we have more data and faster technology, doesn't necessarily mean throwing away the playbook–whether from marketing, operations, revenue management or finance.