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Personalization & Customization: Pre-ArrivalEnhancing the User Experience For Fun & Profit
Adele Gutman Milne | VP Sales, Marketing & Revenue – Library Hotel Collection
Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels
Robert Cole | Founder – RockCheetahImage Credit: Paul L Dineen (cc | flickr)
Session Overview• Robert Cole | Founder - RockCheetah
– Customization v. Personalization
– Demographics v. Behavioral Signals
– A/B v. Multi-Variate Testing
• Bill Linehan | EVP & Chief Revenue Officer – Red Lion Hotels
– Dynamic Personalization
– Rewards Relationships
– Omni-channel Marketing
• Adele Gutman Milne | VP Sales, Marketing, Revenue – Library Hotel Collection
– Creating Product Distinctions
– Inviting Travelers To Customize Their Experience
– Preparing Your Team to Build Lasting Relationships
Demographics versus Behavioral Signals
• Demographics– Quantifiable Characteristics Given to a Population (Who)– Example: Location, Income, Gender, Race, Age, Education– Helpful for Seeking Lookalike Audiences
• Behavioral Signals– Different from Profile Data – Focus On Customer Intent (What)– Example: Specific Web Pages Visited & Actions Taken Online– May Involve Machine Learning/Predictive Analytics in Real-Time
Image Credit: Stuart Boreham (cc | flickr) Robert Cole · RockCheetah | 3
Customization versus Personalization
• Customization– Explicit Signals - User Indicates Specific Preferences
– Example: Search for 2 Adults & 2 Children
– Adapt Experience Based on Individual Behaviors
• Personalization– Implicit Signals – Based on Behaviors of Particular Group
– Example: Post Snowstorm Best Offer & Timing
– Anticipating What People Want, Without Being ToldImage Credit: James Cridland (cc | flickr) Robert Cole · RockCheetah | 4
A/B versus Multi-Variate Testing
• A/B Testing– Compare Two Options
• A: Photo of Family at Pool | B: Photo of Family at Dinner
• X: Call to Action “Learn More” | Y: Call to Action “Save Now”
• Multivariate Testing– Compare Options as Combinations (AX, AY, BX & BY)
• BX: Dinner Photo + “Learn More” May Convert Better
• Radically Different Results Based on Guest Persona/ItineraryImage Credit: marta ... maduixaaaa (cc | flickr) Robert Cole · RockCheetah | 5
Bill Linehan · Red Lion Hotels | 7HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 8HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
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Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15
RevPak Continues to Drive RevPAR Growth
Bill Linehan · Red Lion Hotels | 9HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 10HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 11HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 12HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 13HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 14HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
Bill Linehan · Red Lion Hotels | 15HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival
EVERYONE HAS A STYLE: LET THEM CHOOSE A HOTEL THAT CAPTURES THEIR IMAGINATION
Adele Gutman Milne · Library Hotels | 18
EVERYONE HAS AN ASPIRATION: LET THEIR HOTEL CHOICE SAY THEY BELONG TO THE CLUB
Adele Gutman Milne · Library Hotels | 19
EVERYONE HAS A PASSION: LET THEM CHOOSE A ROOM THAT SPEAKS TO THEIR HEART
Adele Gutman Milne · Library Hotels | 21
EVERYONE HAS A DREAM: MAKE IT EASY TO MAKE THEIR DREAMS COME TRUE
Adele Gutman Milne · Library Hotels | 22
EVERY BODY IS DIFFERENT: MAKE IT EASY TO CUSTOMIZE THEIR COMFORT
Adele Gutman Milne · Library Hotels | 24
EVERYONE NEEDS COMFORT: LET THEM CUSTOMIZE THEIR ENVIROMENT
Adele Gutman Milne · Library Hotels | 25
EVERY ONE HAS A SCHEDULE: RESPECT THEIR TIME AND HELP THEM GET COMFORTABLE
Adele Gutman Milne · Library Hotels | 26