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Robert Cole, founder of RockCheetah, and Lennert De Jong, the commercial director of citizenM Hotels have joined us in this webinar to discuss how to create a better hotel targeting strategy, and how to reach the growing bleisure (business & leisure) segment.
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Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
Targeting The New-ishBleisure (Business & Leisure) Traveler
August 21, 2014
Robert Cole, Founder, RockCheetah
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
[email protected] Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Lennert de Jong, Commercial Director, citizenM Hotels
Darlene RondeauVice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau
Robert Cole Founder
RockCheetah
Lennert de JongCommercial DirectorcitizenM Hotels
Bleisure travelers are:
► Doing business and leisure activities
► Connected through mobile + broadband
► More satisfied with hotels that get this
Robert Cole Founder
RockCheetah
► Multi-Persona Travelers► Traveler Personalities► Seven Travel Phases► Multiple Devices► The Bleisure Experience► Potential Solutions
Overview
Image Credit: (a)artwork | flickr (cc)
► Every Traveler Has Many Personas●Business Trip●Family Vacation●Romantic Weekend
► Persona is Itinerary-Specific●Dependent on Party & Destination
► Frequent Traveler ID Insufficient●Good at Identifying Individual●Bad at Understanding Intent
Multi-Persona Travelers
Image Credit: Angus Stewart | flickr (cc)
► JD Power Categories●Travel Companions●Constrained Choice●Habituals●Price Buyer●Scrutinizers●Services & Amenities
Traveler Personalities
Image Credit: Andy Woo | flickr (cc)
Seven Phases of Travel
Image Credit: Robert Cole (All Rights Reserved)
► Different Needs●At Different Times
► How is Trip Booked?●Multiple Steps?
► Who is Paying?●Split Responsibility?
► Booking Coordination●May Be Sequential
► Desktop●Full Browsing Experience
► Tablet●Typically Mirrors Desktop Behavior
► Smartphone●Just the Facts
► Future – New User Interfaces●Wearables – Watches, Glasses and Other Devices●Connected Car – Totally New Mobile Interface
Multiple Devices
Image Credit: Google
► Personal Goals● Business● Leisure
► Others’ Goals● Employer● Travel Companions
► Logistics● Activity Prioritization● Itinerary Sequence
► It’s All About Relevance
The Bleisure Experience – Mixed Influences
Image Credit: Maciej_ie | flickr (cc)
► Customization (Explicit)●Signal Identification
● Find Hints of What Customer Needs
●Adaptive Content● Provide Images & Content to Satisfy Needs
●Cross-Platform Compatibility● Complex Trips Longer Harder to Plan – More Sessions
► Personalization (Implicit)●Big Data Used for Discovery
● Compare An Individual’s Behavior to Others
Potential Solutions
Image Credit: Sjoerd van Oosten | flickr (cc)
► Identify Traveler Persona(s)► Consider Various Personalities► Adapt to Travel Phase► Consistent Experience Across Devices► The Bleisure Experience
●Relevant Content●Competitive Differentiation●Compelling Presentation
Key Takeaways
Image Credit: m. aquila | flickr (cc)
Lennert de JongCommercial DirectorcitizenM Hotels
bleisure traveler
see the difference?
to all business people, and leisure peopleto all people who travel in a groupto those who belong to an airline crewor to a small, medium or big corporationor are in a meeting, incentive or conference,the average hotel welcomes you all
citizenM target audience
is not business or leisure.wears armani jeans, with a gap t-shirtdrinks champagne but takes the bus homeflies easyjet but spends a few hundred on a good dinnercares more about experience than points
is business vs leisure not a poor question to ask?
what hotels focus on
what hotels should focus on
business / leisure is everyone
define an audience and serve them a proposition based on:- price sensitive/insensitive- company affiliation- aspirational brand affiliation- repeat versus new- online reputation score (of the guest)- behaviour- purpose
examples
repeat
insensitive
sensitive
aspire
behaviour
the aim of a magazine?
1) content2) relevance3) SEO4) branding5) profiling
It’s not purpose of trip that counts
Look at it from the guest’s
perspective
Be relevant, interesting and
informative
Key Takeaways
Understand Today’s Travel Shopper: Learning from Google’s 2014 Traveler Study
Save your spot: webinar.leonardo.com/google
Join us on Thursday September 25th, 11 AM ET (8am PT)
The Ultimate Visual Storytelling Solution for Hotels
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www.leonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
Connect with us!
Robert Cole
@citizenlennert
@RobertKCole
Lennert de Jong
www.citizenm.com
Copyright © 2014 Leonardo Worldwide Corporation
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