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 hotels globally the globe Operating in 1,000+ Over 176 35 countries across the globe employees across the globe languages spoken 2 2
TravelClick’s solutions are interconnected and mutually supportive RESERVATIONS & BOOKING ENGINE Our solutions leverage each other and • make each solution more impactful MEDIA SOLUTIONS Often the best solution is a cross channel • blend rather than a single initiative BUSINESS We reduce the need to work with • INTELLIGENCE multiple vendors WEB & VIDEO GUEST MANAGEMENT 3
Data is the key to drive personalization and predictive analyses 4
Create retention and predictive analysis by making use of data 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 How much is this customer worth? How many time did you stay at ? Gave feedback through survey? 5
Hoteliers have data stored in so many disparate systems. Effectively using that data in a single view of the customer remains a huge opportunity. 6
Customers are willing to share extremely valuable personal data for a more personalized experience Willing to share personal information in exchange for: More than 20% of customers are willing to share for a more personalized hotel experience: Check-in/check-out times that 52% Trip Information 55% meet my schedule Contact Information 55% Payment Information 42% A room chosen based on 51% Food preferences 30% preferences from my past stays Music preferences 24% Group Memberships 22% Source: Forrester 7
Today's customers expect companies to make use of the abundance of customer data available to improve their experiences and interactions. 1. Guests have chosen, recommended, or paid more for a brand that provides a personalized service or experience. 2. Improving the guest experience is the best way to generate loyalty in the form of retention, increased spend, and advocacy. 3. Less than half of business or leisure travelers are loyal to a particular hotel brand. 4. Personalization drives increased stays. More travelers would rather stay in a hotel that knows them. Unifying customer data across technology platforms is the key to welcoming guests with a personal touch. 5. Consumer attitudes toward data are shifting. Over half of travelers are willing to share their personal data with hotels, but they desire something in return. If hotels request traveler data and preferences, hotels have to take action. Source: Forrester 8
Personalized offers, recommendations and content are not only expected by today’s customers and guests, but also proven to drive heightened results Personalization has taken on many applications to drive performance, including: Recommendations Suggestions that Matching the right Tailoring content and that ‘expand’ maximize spend for guests with the offers to drive inventory for each each individual right hosts to build heightened subscriber loyalty conversion rates 9
OTAs use their “ loyalty ” programs for tracking guest search and booking patterns. 10
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 1 11 5
Analyse the booking process 12
Power Your Marketing Strategy You’re only as good as your data G U E S T S O C I A L C A M PA I G N W E B S I T E P O I N T S O F P M S D ATA S U R V E Y M E D I A R E S U LT S F O R M S S A L E R E S U LT S 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 ° C U S TO M E R P RO F I L E 3 6 0 P E R S O N A L I S E T A R G E T E D R F M I D E N T I F Y P E R S O N A L I S E G U E S T J O U R N E Y C O M M U N I C A T I O N S C O R I N G B E S T G U E S T S G U E S T J O U R N E Y 13
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 1 14 5
Data Integration with BE Email “Don’t miss out on Jan 5th for Intent: Return to book rooms starting from $99/night” Digital Media Display ad – “Come stay with us on Jan 5th for rooms starting Customer abandons from $99/night” Booking Engine Shop request: • Jan 5-7 Booking Engine browsing Returns to booking engine: • Standard room Jan 5-7 placed in context with Email Capture: standard room selected • lkutscher@tc.com Email “Upgrade your upcoming stay to a suite starting from as low Customer reserves as $10/night” room Digital Media Display ad – “Upgrade your Booking Engine Purchase upcoming stay to a suite Booking details: starting from as low as • Jan 5-7 $10/night” Intent: Enhance the stay • Standard room • lkutscher@tc.com
Personalized Remarketing emails: information collected from your BE browsing is leveraged to create personalized email offer Example Remarketing Email $4 trillion (yes, trillion) of revenue is lost each year through cart abandonment — Images, Serve up what but 65% of abandoned carts can be names, user is most likely descriptions to purchase ; recaptured within 24 matches to pulled from BE hours, and emails sent within 60 what I was content minutes of abandonment looking for in the BE have a 40% open rate. Show lead rates based on the product and guests’ dates 16
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 S E R V E A N A D F O C U S E D O N visiting your Meetings page M E E T I N G S / E V E N T S TRAVELER #2: 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 Leaves your booking A N D C A L L T O A C T I O N - M A Y engine before completing 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 a booking 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 Machine learning inputs Personalized outputs 1 Shopping behavior/ clickstream data 2 Guest profile data & booking history 3 Reservations data, ARI, and content Our sophisticated Ocean Suite is still available for your family vacation. Come stay with us! Book for 2 adults and 2 children on June 10 th - 15 th , 2017
Personalization with Emails
Provide Customized Booking Details & Drive Engagement Transactional Emails Confirmation, Cancellation, Modification, Pre • and Post-Stay Integration with mobile devices • Include links to any value added services • Make use of Dynamic Content to make • intelligent recommendations Encourage guest to publish their stay in social • 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 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 Best Practices for Survey emails Surveys sent between 1pm and 4pm Keep it timely by sending within a • have the highest completion rates. week of check-out Make it personalized using guest • If you want the highest likelihood of name and surname response, send your survey directly Thank guest for having chosen your • following the stay. 22% of guests will property complete a survey if sent within one day Invite to post reviews in social sites • of checkout. Wait four days and your and follow your property too response rate drops to 18%. Encourage to sign up for • newsletters and campaigns the best response rate occurs when you Reminding them of the benefits • ask 10-25 conditional questions. when booking direct Include a Survey or Guest Form to • 23% of guests receiving survey get further feedback 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 123% signing-in with membership offers Of users who unlocked 15% Membership Offers booked a room Average monthly email addresses 600+ collected through membership offers Data for April 2017 – June 2017
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