Maximizing Data to Put Personalization to Work for Your Property

Data:TheCrownJewelsMaximizingDatatoPutPersonaliza9ontoWork

forYourProperty

TimPeterPresident,TimPeter&Associates

@tcpeter

©2016–TimPeter&Associates

“You can never have too much data. Bigger is

definitely better.” Werner Vogel, CTO, Amazon

©2016–TimPeter&Associates

You host more devices than

guests each night

Ownthedata,owntheguest•  “Muchmoreimportantlythanasourceof

transac9ons,mobileisachancetoplumbtheend-to-enduserexperience…Sayyouarelookingforanaccommoda9ononaniPadbutthenyoubookonaPC.But,thenyoushowupatthehotelwithyouriPhone.Allofthatisplumbedto[aBooking.com]account...butreallyinthelongertermitisincreasingourvaluetothecustomerthatwouldbeverydifficultforanindependenthoteltodo.”–DarrenHuston,PricelineCEO

Predic9ve

©2016–TimPeter&Associates

“Your margin is my opportunity.”

Jeff Bezos, CEO, Amazon

©2016–TimPeter&Associates

©2016–TimPeter&Associates

©2016–TimPeter&Associates

ContentisKing•  CutthroughthecluXer•  Createcontentthatis:

–  Snackable–  Sharable–  Sharp

•  Focusedonneedsofguest

©2016–TimPeter&Associates

ContextisQueen•  How,where,when,andwhy

areyourguestsinterac9ngwithyou,yourproperty,yourcontent?

•  Howcanyouconnectwiththatexperience?

©2016–TimPeter&Associates

Contextdefinesguestexperience•  “Digitalfootprints”highlight

whatguestscareaboutateachstep

•  Savvytravelmarketerscanusethesefootprintstoimprovecontentandexperiencethroughout

Dream

Plan

BookExperience

Share

©2016–TimPeter&Associates

DataistheCrownJewels•  Mustbewillingtostartsmall–

butyoumuststart

•  An9cipate,analyze,andadapttochangingguestneeds

•  Protectthecrownjewels:PrivacyandsecuritymaXer;protectguestinforma9onlikethebusinessdependsonit

©2016–TimPeter&Associates

•  Hospitalityisaboutunderstandingyourcustomer

•  Usethatunderstandingtodriveincreasedsa9sfac9on–andincreasedrevenue

©2016–TimPeter&Associates

WillIbesa9sfiedwithmystay?

©2016–TimPeter&Associates

WhyshouldIbuyfromyou?

©2016–TimPeter&Associates

Think“Crawl,Walk,Run”Crawl

• Assesscurrentdatacollec9on/usebothinternallyandacrossvendors

• Exploreop9onsforimproveduseofguestdatatoenhanceguestexperience

• Trainstaffonappropriateuseofguestdata

• Defineroles;assignaccountabili9es

Walk• Testpersonaliza9oneffortsinoneormoremarke9ngandcustomerservicechannels

• Measureresultsandincorporatelearningsintoopera9onalprocesses

• Buildonsuccessestoconductsubsequenttestsandopera9onalchanges

Run• Buildpersonaliza9onintoeveryaspectofguestexperience

• Alignguestexperienceacrossmul9pletouchpoints

• Con9nuetotrainstaffonlessonslearned/bestprac9ces

©2016–TimPeter&Associates

Vendor Evaluation

Structural Technical Financial Cultural Features Standards • Financialviability• Experience• Marketshare• Reputa9on

• Security• Speed• Integra9ons(PMS,CMS,RMS,website)• Mobile

• Implementa9oncosts• Trainingcosts• Totalcostofownership

• Supporthours• Training• Fit

• Predic9veanaly9cs• Visualiza9ons• Mobileaccessibility

• Datamigra9on• Regulatory• Legal• Cross-border/interna9onal

X

©2016–TimPeter&Associates

Not“BigData;”YourData

•  Ownthedata,owntheguest•  Crawl,walk,run

•  Startsmall,scalewhenready

•  Compe99vedifferen9ator•  Buildamoattoprotectyourkingdom

“Outrunthebear”

©2016–TimPeter&Associates

ThankYouWeb: 9mpeter.com

Phone: +1.201.305.0055

Email: [email protected]

TwiXer: twiXer.com/tcpeter