journey through data. Maarten Edelman We are a trusted partner of - - PowerPoint PPT Presentation
Maximize the value of the guest journey through data. Maarten Edelman We are a trusted partner of hotels across the globe since 1985 14 30 30 More than Serving over 38,000 38,000 years of experience & innovation Offices across
Maximize the value of the guest journey through data.
Maarten Edelman
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We are a trusted partner of hotels across the globe since 1985
years of experience & innovation
More than
Over Operating in
Offices across the globe
languages spoken countries across the globe
Serving over
employees across the globe
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3 RESERVATIONS & BOOKING ENGINE MEDIA SOLUTIONS BUSINESS INTELLIGENCE GUEST MANAGEMENT WEB & VIDEO
TravelClick’s solutions are interconnected and mutually supportive
make each solution more impactful
blend rather than a single initiative
multiple vendors
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Create retention and predictive analysis by making use of data
How much is this customer worth? How many time did you stay at ? Gave feedback through survey?
Where hotels are way behind is data science. This is a huge differentiator in the long term: personalization and customization. We need to get really smart around data science. It helps us personalize choices. C H I P C O N L E Y
PREVIOUS HEAD OF GLOBAL HOSPITALITY & STRATEGY, AIRBNB FOUNDER OF JOIE DE VIVRE HOTELS
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Hoteliers have data stored in so many disparate systems. Effectively using that data in a single view of the customer remains a huge opportunity.
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Customers are willing to share extremely valuable personal data for a more personalized experience
Source: Forrester
52%
Check-in/check-out times that meet my schedule
Willing to share personal information in exchange for:
A room chosen based on preferences from my past stays
51%
More than 20% of customers are willing to share for a more personalized hotel experience:
Trip Information 55% Contact Information 55% Payment Information 42% Food preferences 30% Music preferences 24% Group Memberships 22%
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service or experience.
increased spend, and advocacy.
knows them. Unifying customer data across technology platforms is the key to welcoming guests with a personal touch.
personal data with hotels, but they desire something in return. If hotels request traveler data and preferences, hotels have to take action.
Today's customers expect companies to make use of the abundance of customer data available to improve their experiences and interactions.
Source: Forrester
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Personalization has taken on many applications to drive performance, including:
Recommendations that ‘expand’ inventory for each subscriber
Personalized offers, recommendations and content are not only expected by today’s customers and guests, but also proven to drive heightened results
Suggestions that maximize spend for each individual Matching the right guests with the right hosts to build loyalty Tailoring content and
heightened conversion rates
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OTAs use their “loyalty” programs for tracking guest search and booking patterns.
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You have the advantage because you can enable a personalized customer experience based on all of the touchpoints you own You have the full picture of the customer journey You can collect data from all sources You can give them meaningful experiences
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13 P M S D ATA C A M PA I G N R E S U LT S W E B S I T E F O R M S G U E S T S U R V E Y R E S U LT S S O C I A L M E D I A
D ATA C L E A N S I N G , D E - D U P I N G E N H A N C E M E N T A N D C O N S O L I D AT I O N
3 6 0 3 6 0 ° C U S TO M E R P RO F I L E
P O I N T S O F S A L E
Power Your Marketing Strategy
You’re only as good as your data
R F M S C O R I N G I D E N T I F Y B E S T G U E S T S P E R S O N A L I S E G U E S T J O U R N E Y P E R S O N A L I S E G U E S T J O U R N E Y T A R G E T E D C O M M U N I C A T I O N
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You have the advantage because you can enable a personalized customer experience based on all of the touchpoints you own You have the full picture of the customer journey You can collect data from all sources You can give them meaningful experiences
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Data Integration with BE
Shop request:
Email Capture:
Booking Engine browsing Booking Engine Purchase
Customer abandons
“Don’t miss out on Jan 5th for rooms starting from $99/night”
Display ad – “Come stay with us on Jan 5th for rooms starting from $99/night”
Digital Media
Returns to booking engine: Jan 5-7 placed in context with standard room selected
Booking Engine
Booking details:
Customer reserves room
“Upgrade your upcoming stay to a suite starting from as low as $10/night”
Display ad – “Upgrade your upcoming stay to a suite starting from as low as $10/night”
Digital Media
Intent: Return to book
Intent: Enhance the stay
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Example Remarketing Email
Personalized Remarketing emails: information collected from your BE browsing is leveraged to create personalized email offer
Images, names, descriptions matches to what I was looking for in the BE Show lead rates based on the product and guests’ dates Serve up what user is most likely to purchase; pulled from BE content
$4 trillion (yes, trillion) of revenue is lost each year through cart abandonment — but 65% of abandoned carts can be recaptured within 24 hours, and emails sent within 60 minutes of abandonment have a 40% open rate.
Personalized Ads
Dynamic Dynamic Displ Display A y Ads ds personalize content and rates in display ads to target potential hotel guests with different, relevant messaging as they research, shop and book their travel on your website. TRAVELER #1:
Leaves your site after visiting your Meetings page S E R V E A N A D F O C U S E D O N M E E T I N G S / E V E N T S
TRAVELER #2:
Leaves your booking engine before completing a booking
S E R V E A N A D W I T H A L I M I T E D T I M E O F F E R A N D C A L L T O A C T I O N - M A Y R E F E R E N C E T H E E X A C T D A T E S A N D R A T E S S E A R C H E D
Know your guest - Leverage predictive analytics based on shopping behavior to drive more direct bookings
Our sophisticated Ocean Suite is still available for your family vacation. Come stay with us! Book for 2 adults and 2 children on June 10th - 15th, 2017
Shopping behavior/ clickstream data
Guest profile data & booking history
Reservations data, ARI, and content
Machine learning inputs Personalized outputs
and Post-Stay
intelligent recommendations
sites
Examples of Dynamic Content
✓ Upsell golf packages to those who clicked on golf pages of the website ✓ Provide relevant content based on stay dates (weekday vs. weekend) ✓ Provide relevant content based on whether or not guest is in drive market
Provide Customized Booking Details & Drive Engagement
Transactional Emails
Provide Customized Booking Details & Drive Engagement
Transactional Emails
About 60% of consumers would be open to spending more if an additional service complements or enhances their main purchase.
Provide Customized Booking Details & Drive Engagement
Post Stay Emails – Best Practices per type of email
Best Practices for POST STAY emails
week of check-out
name and surname
property
and follow your property too
newsletters and campaigns
when booking direct
get further feedback
Best Practices for Survey emails
Surveys sent between 1pm and 4pm have the highest completion rates. If you want the highest likelihood of response, send your survey directly following the stay. 22% of guests will complete a survey if sent within one day
response rate drops to 18%. the best response rate occurs when you ask 10-25 conditional questions. 23% of guests receiving survey reminder emails complete them.
Use your data
Customers are willing to share extremely valuable personal data for a more personalized experience Use Survey results and retarget
Know your guest –Member ship Offers to drive more direct bookings
THE RESULTS
lift in conversion rate for users signing-in with membership offers Average monthly email addresses collected through membership
Of users who unlocked Membership Offers booked a room
Data for April 2017 – June 2017
Hotels can propose guests a discounted rate or other benefits when signing up as a ‘member’ of the hotel
User can sign-in or sign- up within the booking path to unlock exclusive direct rates Having membership enables you to create profiles and store new information to profiles with email address for remarketing and upselling later on
RIP email Email invented in 1971, time to retire? Instant messaging and Social Media are here to take over…
Mail marketing statistics
…emai email l is not dead, not e is not dead, not even en on the
ICU CU. It’s growing at breakneck speed — and emai and email l mark marketi eting, ng, in in parti particular cular, , conti continues nues to dri to drive e re revenue enue for b for business usinesses es acros across nearly nearly every ery industry industry — retail retail, , tr travel el, , pu publ blishin ishing, g, finance, finance, B2 B2C, C, and B2 and B2B
The stats
Email marketing delivers $38 ROI for every $1 marketers spend (Venture Beat). Keep this in mind when drafting your marketing budget! 225 billion email messages are sent each day (Radicati). How will you make your message stand out in a sea of email? The average employee checks email 74 x in a single day. For a eight-hour workday, that’s more than 9x an hour (Fast Company)… There are 4.3 billion email accounts worldwide, almost 2 to 3 times as many as Twitter and Facebook (Radicati). Meanwhile, email is 40 times more successful at acquiring customers than either Twitter or Facebook (McKinsey & Company). 91% of people actually enjoy receiving promotional emails, with 61% stating they’d like to receive them weekly — and 15% of savvy consumers want them daily (MarketingSherpa).
Additional sources: What Counts
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How modern email marketing best practices — like segmentation, personalization, mobile-first design, and cart abandonment emails — are delivering greater ROI than ever before.
Using segmentation strategies can increase email revenue by up to 760% Personalized email drives 18x more revenue than email with no personalization. Marketing mails sent on Thursdays get 41% more unique clicks, while Saturdays get 60% higher conversions. Birthday emails enjoy 60% greater conversion rates than email promotions with the same offer 73% of millennials prefer to connect with brands using email Over 75% of mobile users will delete an email that isn’t designed for mobile devices
Additional sources: What Counts
Marketing Mix
Service Marketing Mix Product Marketing Mix
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One example: Thanks so much for the email. Unfortunately, I'll be out of the office from 10/26 until 10/30. Although I must say, "out of the office" doesn't even begin to describe where I am -- I mean, the waiting room at the DMV is "out of the office," but they don't offer four kinds of massage and three separate pools at the DMV, you know? Anyway, just trying to give you the fullest possible picture. So yes, I'm most definitely "out of the office" this week, but I'm also "out of worries," and "out of reach," and "in one of several nearby pools." Check in with larry@tc.com while I'm gone.
Passion Faith Personality and create Memories Values
and more important, when people buy a product, it is a representation
Marketing
Know your database and market to them accordingly Don’t fatigue your list, deliver the right message to the right audience. Re-engage and move on: Attempt to re-engage your database. Those that do not re-engage should be opt out or not sent to gain. If they really want to receive information from you, they will proactively opt back in. This profits your deliverability rates since inactive, unengaged subscribers often lead to deliverability issues Using email sign-up forms to collect and attract the right people to sign up Only ask for information you plan on using. For example, don’t ask if they are interested in dining, if you will never send dining emails Setup welcome emails to start the relationship and make a good first impression A/B Split Testing to test different subject lines, creative layouts, and content to determine the optimal email to send for maximum results Enable Clickstream Marketing functionality so you can perform actions / send emails based upon the clickstream of your guests.
Using a unified view of that data to speak to your guests effectively is critical ...
30% OF MARKETERS SAY DISPARATE DATA is the main reason they can’t get useful insights from customer data CONVERSION RATES INCREASE 50% by using marketing automation EMAIL CONVERSION RATES ARE 3X HIGHER THAN SOCIAL MEDIA with a 17% higher value in the conversion PERSONALIZED EMAILS HAVE HIGHER UNIQUE OPEN AND CLICK RATES 29% higher open and 41% higher click rates than blast emails
… A N D I T D R I V E S R E V E N U E
Maximize the value of the guest journey through data.
Maarten Edelman