“…Del Vecchio et al (2018) claim that 'Vs' have been identified as managerial challenges associated with big data. Five components (the 5Vs) form big data (Franca et al, 2020;Millham et al, 2021;Younas, 2019): variety, velocity, volume, verification and value. Big data takes various forms in hotels, from numerical data in traditional databases to unstructured text documents, emails, video and audio recordings, reservation forms, vouchers, in-hotel animation, entertainment and events recordings, restaurants, services and financial transactions (Demir & Demir, 2015). It is critical to identify all the different data sources in an ecosystem and find the right tools to feed them.…”