Hotel cancellations can cause issues for many businesses in the industry. Not only is there the lost revenue as a result of the customer cancelling, but this can also cause difficulty in coordinating bookings and adjusting revenue management practices. Data analytics can help to overcome this issue, in terms of identifying the customers who are most likely to cancel — allowing a hotel chain to adjust its marketing strategy accordingly. To investigate how machine learning can aid in this task, the ExtraTreesClassifer, logistic regression, and support vector machine models were employed in Python to determine whether cancellations can be accurately predicted with this model. For this example, both hotels are based in Portugal. The Algarve Hotel dataset available from Science Direct was used to train and validate the model, and then the logistic regression was used to generate predictions on a second dataset for a hotel in Lisbon.

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Python practice using Data Science for Marketing Analytics by Packt