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This dissertation was written as part of the MSc in Hospitality and Tourism Management at the International Hellenic University. The development of new alternative forms of tourism, the attraction of tourists from new "emerging" tourist markets, the targeted advertising of Greece and the upgrading of tourist infrastructure are opportunities for the country’s hospitality industry (Karageorgos, 2018)1. Opportunities that require an important amount of big data and business analytics to be exploited. This is the aim of this dissertation paper, which is featuring both primary and secondary research of four and five star hotels having more than one hundred rooms in the city of Thessaloniki and the region of Halkidiki in Northern Greece. The reasons behind the selection of these particular regions for research are the position of the International Hellenic University (in Thessaloniki) and the evolving nature of tourism in the area. The results of the research are being evaluated and interpreted with their depiction in graphs and tables for an easier understanding. Furthermore, a discussion about the value of these results to the hotel sector in these areas commences, accompanied with a projection and recommendations into future time periods.