Brittain Resorts & Hotels (BRH), the leading full-service hospitality management company in the Southeast, today introduced an industry-leading AI-driven business intelligence technology matrix, putting the company at the forefront of AI-led efforts within the industry. The move comes as BRH increases its service offerings as it expands further into third-party management for hotel owners seeking improved values and satisfaction measurements.
“While the hospitality industry traditionally has taken a ‘wait and see’ approach to new technologies, we have taken a much more aggressive approach at Brittain,” said Christy Jernigan, chief development officer, BRH. “AI and business intelligence are major data and analytics initiatives for Brittain, and we have integrated AI into its strategy. The business intelligence component allows us to understand and interpret our data across all channels for ongoing analysis and simplified reporting back to our owners. For the new systems we’ve added, the integration of AI, machine learning or business intelligence not only automates tasks but also offers predictive insights, optimization suggestions and enhanced user experiences.”
The new matrix includes multiple platforms, including guest data, social media management, guest messaging communication, revenue management, CRS, customer relationship management, market data, parity management, payroll and HR systems. For each, AI has been applied to improve the respective processes. For example, AI can analyze guest preferences and behaviors to automate and personalize marketing campaigns or optimize rate management by analyzing vast datasets, predict market demand, and adjust pricing strategies in real-time to maximize revenue. The system will run under Power BI, a robust data visualization and business analytics tool developed by Microsoft that connects to multiple data sources, allowing users to aggregate, analyze, visualize and share insights through interactive dashboards and reports.
“We are applying our Business Intelligence capabilities to provide multiple, tangible benefits to the hotels we operate,” Jernigan added. “From integrating with a hotel's property management system (PMS) to provide insights into guest demographics, preferences and behaviors to analyzing operational data to uncover inefficiencies in housekeeping, maintenance or F&B operations, this platform represents a cutting edge approach to working with the newest technologies available. These tools produce meaningful improvements to operations, which in turn lead to increased values for our shareholders.”
About Brittain Resorts & Hotels
Brittain Resorts & Hotels (BRH) is a full-service hospitality management company providing multi-layered expertise in all disciplines of hotel and resort operations. Since 1943, BRH has been enriching the lives of its team members, guests, partners, and the communities they serve by providing exceptional guest experiences, a supportive work environment, and superior returns. With over 4,000 rooms, suites, and condos in the portfolio, the company currently operates 22 hotels and resorts and 45+ restaurants & bars within the United States.