FN ISI Export Format VR 1.0 PT J TI Big Data in Hotel Marketing AF Burgener, Johanna AU Burgener, J AB The digitalisation of processes generates immense amount of data. Such data is known as the new gold for businesses as they provide valuable insights about customers or processes. The insights can be used to improve business activities, for example data-driven marketing campaigns with a clear focus on the customers. The hospitality sector is directly affected by the digital transformation and challenged to handle and make use of the data. However, the process from data origination to data-driven strategies demands for innovations and new knowledge. The goal of this work is to discover relevant data for data-driven marketing activities. Therefore, the data sources of a swiss mountain hotel were analysed quantitatively and documented in a metadata file. The literature review revealed important guidelines. The findings were set into the context of the customer journey to visualize the connection between the data, marketing activities and the various touchpoints with the customers. ER