BCN MAD VAL SCL MDE BOG LIM MEX MIA SFO

METRIPLYING HOSPITALITY INDUSTRY

Making Customer Data Actionable With Analytics

The &

Industry

2 0 1 7 a n a l y t i c a l L a n d s c a p e

Why Travel and Hospitality matters?

$7.2TRILLION

1 / 11JOBS

10% Global GDP

6%World EXPORTS

Reference - http://www.wttc.org/research/economic-research/economic-impact-analysis/

What is it?

Travel & Hospitality

Hotels &

Resorts

Air

Bookings

Cruises

Car

Rentals

Financial

Services

Travel

Management

Companies

Vacation

Rentals

Shopping

Restaurants

Travel

Permits

What is it?

Hotels &

Resorts

Air

Bookings

Cruises

Car

Rentals

Financial

Services

Travel

Management

Companies

Vacation

Rentals

Shopping

Restaurants

Travel

Permits

it all revolves around the traveller…

What is it?

Hotels &

Resorts

Air

Bookings

Cruises

Car

Rentals

Financial

Services

Travel

Management

Companies

Vacation

Rentals

Shopping

Restaurants

Travel

Permits

it all revolves around the traveller… The latest is that the traveller got married…

What is it?

Hotels &

Resorts

Air

Bookings

Cruises

Car

Rentals

Financial

Services

Travel

Management

Companies

Vacation

Rentals

Shopping

Restaurants

Travel

Permits

it all revolves around the traveller… The latest is that the traveller got married… to his device…

Searching

Mapping

Locating

Monitoring

Booking

2016

Socializing

Clicking

Talkingeven

How Do Travellers Decide?

Air Bookings

Tours & Travels

Hotel Booking

Restaurants

Car Rental

Cruises

An engaging brand experience

On their own terms

Via any (and all) of their devices

A

B

C

The Custommer

Expects

A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.

2002 2012 2016 -

Touchpoints

2016

Inspiration Shopping Booking Purchase Pre-trip

PrepEvaluationPost TripEmbark Journey Disembark

Connection

Limo Service

Rental Car

Hotel

Tickets

Reservation

Hotel

Limo

Rental

Car

Return

Initial Phase

Future Phase

Touchpoint Mapping

2016

User Vs

Provider

Tourism

based

Content

Social

Media

Mobile Travel quote +

Payment

Gateway

Search

for a Stay

Custom

Request Form /

Feedback

Mail Media

Television

Radio

E-

Mail

Customer

Service /

Support

User

Profile /

History

Corporate

Travel

Plans

Sponsor

/

Partner

Inspiration

Shopping

Promotion

Booking &

Purchase

Pre-Trip

Preparation

Hotel

Bookings

Travel

Rental

Apartments

Car Rentals

Post-Trip

Reviews

Inspiration

Shopping

Booking

Purchase

Pre-trip

Prep

Evaluation

Post Trip

Embark

Journey

Disembark

19%

33%29%

19%

Are travellers interested in additional service or upgrade offers?

16%

25%

35%

26%13%

28%

35%

24%

Never Interested Rarely Interested Sometimes Interested Often or Always Interested

Airlines Hotels Car Rentals

The Custommer

ExpectsRelevancy Matters:

72% of travellers are open to influence prior to

making a travel decision

Targeted email prompted 28% of travel planners to

begin their online booking journey.

Source: DM News

Loyalty Matters:

Upto 6 monthsAdvance preparations

How much time do travellers spend researching their trips?

How far in advance do travellers book their trips?

The Custommer

ExpectsLoyalty Matters:

4-6 months is a long time…

Monitor Every Customer Interaction

Detect In-Market Shoppers

Missed Signals = Missed Opportunities

Relevance + Timing = $uccess

Anticipate Service Needs

Understand Interests & Preferences

Predict Behaviour and Measure Loyalty

…Analytics is the solution

Key Concepts

Review MetricsThe likelihood a traveller will spend more depends on their position in the purchase funnel and other variables. Look for opportunities to display specific offers at specific times to specific visitors based on their trip, preferred mode of transportation, and device.

Look for new ways to display upsells and cross-sells

Throughout the purchase funnel, create innovative ways to get visitors engage with ancillary offers. For instance, displaying upgrade options while travelers are choosing their seats during booking can be an effective way to expose relevant visitors to the offer and drive additional revenues.

Take a complete view of your user journey online and offline.Context matters: A visitors who is planning a trip to Las Vegas would likely to be interested in deluxe package offers including fine dining.

Meanwhile, a traveler heading to Sioux City might not expector want to be upsold, as the trip is more likely to be for a functional purpose (family gathering, etc) than a getaway.

1 2 3

3 ways to resonate with your users

Key Concepts

Identify the channels your user uses to reach you.Improving traffic channel tracking with Marketing channel definitions and campaign tracking guidelines.

Synchronize user experience across devices.

Cross device user tracking capabilities by implementing Visitor Ids and App Ids

Take a complete view of your user journey online and offline.Introducing data mapping capabilities from various channels into analytic tool and mapping important user actions as part of the user transaction.

Multi-Channel

Tracking

Cross Device

Tracking

Offline-Online

Tracking

How to do it?

Site analytics Mobile analyticsSocial analytics

Campaign analytics

email analytics

Lead analyticsinStore analytics CRM&ERP analytics

The Custommer

Analytics

who, how, where and when Demographics Geographics Behaviour Technology Mobile Benchmark

Understand your Users and Demographics

High

Medium

Low

Understand User Journeys and Touchpoints

Airline

Web-site

(on and off

plane)

Airline

Agent

Airline

Kiosk

Airline

Personnel

(Attendant,

Baggage, etc)

Mail Social

Media

Media

Television

Radio

E-Mail Mobile Travel

Agents

Travel

Web-site

Corporate

Travel

Agent

Alliance

Partner

Inspiration

Shopping

Booking

Purchase

Pre-Trip

Preparation

Embark

Travel

Disembark

Post-Trip

Evaluation

Contact

PointJourney

Point

Understand User Data and Behaviour

Complexity HighLow

High

Relevance

Inspiration - Social Media

Inspiration - Media

Shop - Airline website

Shop - Airline Agent

Shop - Travel website

Book - Airline website

Book - Airline Agent

Book - Mobile

Book - Travel Agent

Book - Travel website

Book - Corp Travel Agent

Book - Alliance Partner

Purchase - Airline website

Purchase - Airline Agent

Purchase - Travel website

Pre Trip - Social Media

Pre Trip - Email

Pre Trip - Mobile

Pre Board - Airline Personnel

Travel - Kiosk

Travel - Social Media

Post Trip - Mobile

Post Trip - Travel Agent

Eval - Airline Agent

Eval - Social Media

Eval - Corp Travel Agent

Understand your KPIs

AWARENESS

FAMILIARITY

CONSIDERATION

INTENT

Web Bookings

POS searches

POS Visits

Bookings

Contact Requests

POS interactions

Newsletters

Social Interactions

Create a culture of decisión makingbased on the data and analytics

Implement the bestsolutions in digital analytics

Propose a better way of reportingand analysis for your organization

Optimize and improve yourKPIs and key results

Obtain an OMNIchannel Visionof your business

Thanks!We are Metriplica,

A group of Data Strategists . Trainers . International Consultants . Ninjas

Who help you with data science and solutions to enable data driven strategies.

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