Spotlight on Data: Farhina’s Insights on HAC Surveys and the Power of Member Feedback

Farhina Balayet is HAC’s Research and Data Visualization Manager, bringing nearly a decade of experience in marketing research and public opinion analysis.

Can you share a bit about your background and expertise in marketing research?

Farhina: I’ve spent nearly ten years in marketing research, focusing on public opinion. I started as a Research Analyst, designing and analyzing surveys to understand what people think. Later, I moved into a Project Manager role, working closely with clients and teams to create meaningful research projects. I love turning numbers into stories that make sense to everyone!

Why is data so powerful in decision-making?

Farhina: Data is our compass—it helps us navigate complex decisions by showing us the bigger picture. With data, we can identify trends, understand what’s working, and highlight areas that need attention. It’s essential for making informed decisions that drive progress.

Why is it important for members to contribute to HAC surveys?

Farhina: Member contributions to HAC surveys are essential to our advocacy efforts—your contributions help us build strong cases and push for positive change. Sharing results shows that we value your feedback and helps everyone see the difference their input makes. It strengthens our community and keeps us accountable, ensuring every voice is heard. By taking a few minutes to complete a survey, you’re helping shape the future of the hotel industry—don’t miss the chance to make an impact!