Dynamic Content Personalization: Hoteliers’ Powerful New Tool to Maximizing Website Revenue and Conversions [webinar]

WELL, HELLO THERE

Mariana Safer SVP, Marketing [email protected] @mmechoso

Sara O’Brien Senior Marketing Manager [email protected] @sarakob

DYNAMIC CONTENT PERSONALIZATION

How will you stand out throughout the travel planning & purchase journey?

WHAT IS DYNAMIC CONTENT PERSONALIZATION?

THE WEB IS GETTING PERSONAL WE’RE NOT JUST A “VISITOR” ANYMORE

THE WEB IS GETTING PERSONAL WE’RE NOT JUST A “VISITOR” ANYMORE

WHO’S ALREADY GETTING PERSONAL? DYNAMIC CONTENT PERSONALIZATION IN ACTION

TAPPING IN TO BIG DATA CAPITALIZING ON BIG DATA TO PERSONALIZE THE DIGITAL EXPERIENCE

LOCATION  

PREVIOUS  WEBSITE  VISIT  

INTERESTS  

DEMOGRAPHICS  

WHY IS THIS VALUABLE?

UPLIFT IN  ONLINE  SALES  40%

COMPANIES WHO PERSONALIZE CONTENT REPORT

HOW DOES IT WORK?

GEO  TARGETING  

LOYALTY    MEMBERS  

VIP REWARDS MEMBER

NEW  VS.  RETURNING  VISITORS  

BUSINESS  VS.  LEISURE  TRAVELER  

GEO TARGETING

MEET JOHN LIVES IN NEW YORK CITY

COMING  FROM  NYC  

RETURNING  LOYALTY  REWARD  MEMBER  

LEISURE  TRAVELER  

FACEBOOK  OPENGRAPH  

DATA:  MARRIED,  COLLEGE  DEGREE,  

LIKES  JAZZ  

MEET JOHN LIVES IN NEW YORK CITY

GEO  LOCATION  IN    NEW  YORK  CITY  

Destination Image

Fly-in Promotional Message

Sun, Sand & Sea Package Offer

GEO TARGETING TRAVELER FROM NEW YORK CITY

MEET JANE FLORIDA RESIDENT

GEO  LOCATION  IN    FLORIDA  

Getaway Imagery

Local Messaging

Resident-Specific Package Offers

GEO TARGETING LOCAL & STATE RESIDENTS

MEET LIZ VISITOR FROM LOS ANGELES TRAVELING TO NYC

GEO  LOCATION  IN    LOS  ANGELES  

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

MEET GABRIEL VISITOR FROM BRAZIL

GEO  LOCATION    IN  BRAZIL  

GEO TARGETING TRAVELER FROM BRAZIL

•  Detects Default Browser Language

•  Presents Entire Website In Portuguese

•  International Travel Packages

LOYALTY MEMBERS

MEET MIKE RETURNING LOYALTY REWARDS MEMBER

MEMBERSHIP  PREFERENCES  

VIP REWARDS MEMBER

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

MEET MICHELLE RETURNING WEBSITE VISITOR

PREVIOUS    WEBSITE  VISITOR  

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

MEET ANTHONY BUSINESS TRAVELER

BUSINESS  TRAVELER  

BUSINESS VS. LEISURE BUSINESS TRAVELER

•  Business Related Images & Promos

•  Focus on Business Amenities

•  Promote Extended Stay & Bleisure Travel

MEET JACK & JILL LEISURE TRAVELERS

LEISURE  TRAVELERS  

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

=  

WHAT ARE THE RESULTS?

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%

HOW CAN YOU GET PERSONAL?

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

GETTING PERSONAL YOU NO LONGER HAVE “VISITORS”

GETTING PERSONAL YOU NO LONGER HAVE “VISITORS”

DYNAMIC CONTENT PERSONALIZATION