CONFIDENTIAL

It’s Not About You Why hotel marketing needs to change

AGENDA

Why marketing needs to change

What is hypertargeting?

How hoteliers can leverage customer data to deliver effective marketing and

enhance the guest experience

Hypertargeting in action

#hotelmarketing

MEET THE PRESENTERS

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Danny Mason Head of Demand Generation danny@revinate.com

Betty Mok Director of Product Marketing betty@revinate.com

#hotelmarketing

BEFORE WE GET STARTED

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•  You are all on mute

•  Please use your GoToWebinar control panel to ask questions during the webinar

•  You will receive both the recording and slides of this presentation within the next 48 hours

#hotelmarketing

It’s Not About You Why hotel marketing needs to change

#hotelmarketing

MISSION: TO BETTER CONNECT HOTELS AND GUESTS

Founded 2009

HQ in San Francisco Offices in NYC, Dubai, Amsterdam, Singapore, Sydney

90+ global employees

Leaders in Hospitality Technology Innovation

#hotelmarketing

23,000+ HOTELS USE REVINATE TODAY

GLOBAL BRANDS

NORTH AMERICA

EMEA

LATIN AMERICA

ASIA

Why hotel marketing needs to change… from Hotel-Centric to Guest-Centric

#hotelmarketing

EFFECTIVE MARKETING STRATEGIES IN 2014

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•  SEO/SEM/Search Engine Optimization

•  Mobile Optimization

•  Retargeting

•  Social Media

SEARCH ENGINE OPTIMIZATION

#hotelmarketing

MOBILE OPTIMIZATION

By 2017, over 30% of online travel bookings will be made on a mobile device.    *Source: The Economist    

#hotelmarketing

SEARCH RETARGETING

The guest leaves your site without booking

Hotel GO YOUR SITE

HOTEL BOOKED

A prospective guest searches for a hotel

The guest finds your website

The guest sees your ad while surfing the web later Inspiration! The guest clicks your ad and

arrives at your site ready to book

#hotelmarketing

SEARCH RETARGETING IN ACTION

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FIND YOUR BEST CUSTOMERS ON SOCIAL MEDIA

#hotelmarketing

WHAT MADE THESE STRATEGIES EFFECTIVE?

16   Differentiation.

99% OF HOTEL ADVERTISING…

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…is exactly the same.

Hotel Name HOTEL

HOW DO YOU BREAK THROUGH THE NOISE?

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THE BOTTOM LINE?

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Unless you are targeting the right people—those that want to or are likely to book your hotel—

your ad is worthless.

#hotelmarketing

THE TRANSFORMATION OF HOTEL MARKETING

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Then Now

Isolated Channels Coordinated Experiences

Campaigns Continuous Conversations

Demographic Targeting

The Age of Context: Hypertargeting

One Size Fits All Every Channel Customized

EVERY CHANNEL CUSTOMIZED

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Then Now

One Size Fits All Every Channel Customized

COORDINATED EXPERIENCES

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Isolated Channels Coordinated Experiences

Then Now

CONTINUOUS CONVERSATIONS

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Then Now

Campaigns Continuous Conversations

THE AGE OF CONTEXT: HYPERTARGETING

24   #hotelmarketing

Hi Asha, Registration is open for the 2015 Ottawa Marathon. Come stay with us again at a discounted rate!

What is hypertargeting?

#hotelmarketing

HYPERTARGETING

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•  Refers to the ability to deliver advertising content to specific interest-based segments in a network.

•  For the first time, offered advertisers the ability to direct their ads to categories self-identified by users in their profiles, including music, sports, and movies.

#hotelmarketing

THE BENEFITS OF TARGETED MARKETING

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+30%

Targeted email campaigns produce more opens than undifferentiated messages

+50%

*Source: DMA National Client Email Report 2013

76%

Targeted email campaigns produce much higher click-

through rates than undifferentiated messages

76% of all email marketing revenue comes from more advanced practices than generic broadcast email

#hotelmarketing

THE BENEFITS OF TARGETED MARKETING

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Smaller, more targeted email sends get more engagement than large, untargeted sends. *Source: Marketo Benchmark Study

#hotelmarketing

TRAVELERS WANT PERSONALIZATION

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*Source: Yahoo, May 2014, Skift

78% of consumers expressed a desire for some kind of content personalization.

62% interested in viewing a mix of algorithmic and curated content for a unique experience.

8 in 10 consumers say that personalized marketing has some impact on their decision to purchase.

#hotelmarketing

Hi Betty, Pop quiz! What did you leave behind in your Modcloth Shopping bag?

Here’s a hint:

PERSONALIZATION IN RETAIL

30   #hotelmarketing

PERSONALIZATION DRIVES REVENUE

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Personalized marketing can help you:

•  Improve conversion rates by 10-20%

•  Increase revenue 5% per week or more

•  Increase 3-7x revenue per visit

•  Drive loyalty *Source: Skift

#hotelmarketing

SEGMENTATION

32   #hotelmarketing

MEET THE PRESENTER

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Betty Mok Director of Product Marketing betty@revinate.com

#hotelmarketing

How can hoteliers leverage guest data?

#hotelmarketing

TWO MAIN TYPES OF SEGMENTATION

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(Demographic attributes) Who they are: What they’ve done:

1.  Age (Millennials, Gen X, Boomers, etc.)

2.  Location (Where they’re from: Midwest, East Coast, China, Europe)

3.  Gender

4.  Marital/Kids Status

5.  Job Title/Company Size/ Industry

1.  Usage/History (trip type, first time guest, number of visits, average spend)

2.  Interests (yoga, golf, spa, foodie, baseball)

3.  Preferences (coffee vs. tea, high floor, quiet room, newspaper, feather pillows )

4.  Experiential (feedback from reviews or prior surveys, staff interactions)

(Behaviors)

DRIVING SUCCESS

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Rich Guest Data + Smart Guest Marketing

Successful Hypertargeting

#hotelmarketing

SEGMENTS CAN BE USED IN THREE WAYS

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1. Deliver customized service while a guest is on property

2. Drive revenue with targeted campaigns

3. Build loyalty with relevant messaging

#hotelmarketing

MAKING USE OF GUEST DATA

#hotelmarketing

RICH GUEST PROFILES

BETTER SERVE THEIR NEEDS

KNOW YOUR GUESTS

SELECTING A TARGETED LIST

EXAMPLES OF HYPERTARGETING CAMPAIGNS

Hi Tony, The Outside Lands lineup looks great this year. Come stay with us and enjoy a private shuttle to and from the festival.

Hi Adele, Nona Café just re-opened with a brand new menu. Book now, and get a 2 for 1 coupon for a prix fixe dinner for two.

#hotelmarketing

BUILDING LOYALTY

#hotelmarketing

Here’s wishing many more years of happiness @suzieandjohn #anniversary #goteamlove

Avertine Inn

Take me here @beezy

suzieandjohn

Beautiful couple!

Aww!

So pretty

Let’s go @sammyz

Aw thanks so much for sharing my photo! @avertineinn

TIMING: ENGAGEMENT POINTS

45   #hotelmarketing

Pre-Stay 1. Pre-booking/research 2. Booking 3. Pre-arrival

On Property 4. Check-in 5. On-Property

a.  Concierge desk b.  Spa c.  Business center d.  Restaurant e.  Pool

Post-Stay

6. Check-out 7. Post-stay survey 8. Writing a review

USING HYPERTARGETING TO DRIVE SUCESS

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1. Set goals

2. Understand your value proposition

3. Identify your target customer(s)

4. Determine the right timing

5. Think big

#hotelmarketing

DESIGNING THE RIGHT EXPERIENCE

1. Girl’s Getaway 2. Business

Traveler 3. Family vacation

1. Kids activities 2. Wine reception 3. Spa offer

TIPS FOR SUCCESSFUL CAMPAIGNS

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1. Put yourself in your customer’s shoes

2. Exclusion is as important as inclusion

3. The message goes hand in hand with the customer target list

4. Track and monitor performance

5. Optimize over time

#hotelmarketing

Questions?

#hotelmarketing