System Issues and Requirements of Hotel Marketing Management

In this paper, the main marketing management processes, their changes under the influence of Web 3.0 services and user behavior, information technologies that are currently used in hotels, and the influence of big data analytics systems, are discussed. Many hotels today are struggling with their data, so in this paper we want to better understand the problems and issues that hotels are facing, as well as to gather their requirements for future big data analytic systems. Since problems are arising with the size of the hotel, in this paper only small sized hotel will be analyzed. Despite the advantages that big data analytic applications bring, they still did not find wider application in hotels. In order to analyze issues implementing big data analytic system within hotels, in this study small sized hotel, located in Belgrade, is analyzed.