Dynamic Content Personalization: Hoteliers’ Powerful New Tool to Maximizing Website Revenue and...
Transcript of Dynamic Content Personalization: Hoteliers’ Powerful New Tool to Maximizing Website Revenue and...
WELL, HELLO THERE
Mariana Safer SVP, Marketing [email protected] @mmechoso
Sara O’Brien Senior Marketing Manager [email protected] @sarakob
TAPPING IN TO BIG DATA CAPITALIZING ON BIG DATA TO PERSONALIZE THE DIGITAL EXPERIENCE
LOCATION
PREVIOUS WEBSITE VISIT
INTERESTS
DEMOGRAPHICS
GEO TARGETING
LOYALTY MEMBERS
VIP REWARDS MEMBER
NEW VS. RETURNING VISITORS
BUSINESS VS. LEISURE TRAVELER
MEET JOHN LIVES IN NEW YORK CITY
COMING FROM NYC
RETURNING LOYALTY REWARD MEMBER
LEISURE TRAVELER
FACEBOOK OPENGRAPH
DATA: MARRIED, COLLEGE DEGREE,
LIKES JAZZ
Destination Image
Fly-in Promotional Message
Sun, Sand & Sea Package Offer
GEO TARGETING TRAVELER FROM NEW YORK CITY
Getaway Imagery
Local Messaging
Resident-Specific Package Offers
GEO TARGETING LOCAL & STATE RESIDENTS
GEO TARGETING TRAVELER FROM LOS ANGELES TO NYC
Custom Image of City Skyline
“From Rodeo Drive to Madison Ave, You’ve Arrived in Style”
Coast to Coast Package Offer
GEO TARGETING TRAVELER FROM BRAZIL
• Detects Default Browser Language
• Presents Entire Website In Portuguese
• International Travel Packages
LOYALTY MEMBER RETURNING LOYALTY REWARDS MEMBER
• Loyalty Member Upgrade Offers
• Room Type Preferences
• Spa Or Dining Promotion
LOYALTY MEMBER NON-MEMBER
• Incentivize Non-members to Sign Up with Booking Promotion
• Promote Rewards Program Benefits
NEW VS. RETURNING RETURNING WEBSITE VISITOR
• Acknowledge Returning Visitors
• Customize Promotions Based On Interests
• Focus On Services & Amenities
• Pre-fill Booking Information
BUSINESS VS. LEISURE BUSINESS TRAVELER
• Business Related Images & Promos
• Focus on Business Amenities
• Promote Extended Stay & Bleisure Travel
BUSINESS VS. LEISURE LEISURE TRAVELER
• Romance Related Images & Promos
• Focus on Leisure Amenities
• Promote Spa & Dining Packages
TAP INTO BIG DATA MAXIMIZE REAL-TIME AND ONE-TO-ONE MARKETING
Property Management System (PMS)
Revenue Management System (RMS)
eCRM Platform
SMART PERSONALIZATION
ENGINE
Interfacing the CMS’s Personalization Engine with the property eCRM platform,
PMS or RMS
Huge opportunities for next-gen personalized pricing and
one-to-one-marketing
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CASE STUDY REVERE HOTEL
BOOKINGS
49
NIGHTS
143
ROI
1,607%
CASE STUDY: Custom promotions for international feeder markets
CASE STUDY REVERE HOTEL
CASE STUDY: Conversion Rates Increase YOY
Spain
100%
China
67%
Japan
100%
Iceland
100%
DEVELOP A STRATEGY IDENTIFY YOUR BUSINESS NEEDS
Which customer segments should be targeted?
Which feeder markets need attention?
What customer demographics are most important to your property?
UTILIZE TECHNOLOGY INTEGRATE TECHNOLOGY TO MANAGE YOUR
DYNAMIC CONTENT PERSONALIZATION AUTOMATICALLY
ANALYZE PERFORMANCE ANALYZE RESULTS TO CONTINUOUSLY IMPROVE HOW YOU
PERSONALIZE YOUR DIGITAL EXPERIENCE TO INCREASE CONVERSION