Watch the webinar: http://monetate.com/webinar/personalizing-the-online-travel-planning-purchase-process/ Learn how to drive relevant digital customer experiences by turning data into action. Join Carroll Rheem, Senior Director, Research at PhoCusWright, and Kurt Heinemann, Chief Marketing Officer at Monetate, as they discuss how understanding website visitor behavior and your unique customer segments enables you to deliver the right message, to the right customer, at the right time. Come away with a better understanding of the value of providing website visitors with engaging and relevant content to increase booking rates and revenue. You’ll also learn: • How to overcome challenges regarding customer segmentation; • Effective ways to make inventory easy to find and easy to purchase; and • Proven best practices in website testing and optimization, including how to deliver rich experiences across your entire website. Presenters: • Carroll Rheem, Senior Director, Research, PhoCusWright • Kurt Heinemann, Chief Marketing Officer, Monetate

1. Personalizing
the
Online
Travel
Experience
Toll:
+1
(415)
655-­‐0069
October
18,
2012
|
2:00
pm
ET
Toll-­‐free:
(877)
568-­‐4108
Access
Code:
882-­‐677-­‐957
Follow
@monetate
on
#travelwebinar

2. Tips
for
Webinar
ADendees
•
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hashtag
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•
A
recording
of
the
webinar
with
the
slide
deck
will
be
available
at
monetate.com/webinars
within
1
to
2
business
days.
#travelwebinar

3. Today’s
Presenters
Carroll
Rheem
Director,
Research
PhoCusWright
Kurt
Heinemann
Chief
MarkeTng
Officer
Monetate
#travelwebinar

4. Personalizing
the
Online
Travel
Experience
Carroll
Rheem
Director,
Research
@PhoCusWright
#travelwebinar

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19. Thank
You
Carroll
Rheem
Director,
Research
@PhoCusWright
#travelwebinar

20. Personalizing
the
Online
Travel
Experience
Kurt
Heinemann
Chief
MarkeTng
Officer
@Monetate
#travelwebinar

21. #travelwebinar

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24. What
is
Relevance?
#travelwebinar

25. What
is
Relevance?
#travelwebinar

26. PersonalizaNon
Drives
Revenue
Source:
IdeaWorks
• Seat/room
upgrades
• Pre-­‐
and
in-­‐flight
services
• Room
upgrades
• Baggage
fees
#travelwebinar

27. PersonalizaNon
Drives
Revenue
Ancillary
fees
may
drive
in
revenues
but
can
damage
the
experience.
Be
thoughdul
in
what
you
charge
for
and
how
its
packaged.
Source:
PricewaterhouseCoopers
#travelwebinar

28. Old
School
PersonalizaNon
#travelwebinar

29. PersonalizaNon
Challenges
#travelwebinar

30. PersonalizaNon
Challenges
#travelwebinar

31. PersonalizaNon
Challenges
#travelwebinar

32. PersonalizaNon
Challenges
#travelwebinar

33. PersonalizaNon
Challenges
#travelwebinar

34. Secrets
of
Relevance
• Understand
who
you
are
talking
to.
• Use
customer
loyalty
to
your
advantage.
• Know
the
device.
• Leverage
locaTon.
• Maintain
the
scent
trail.
#travelwebinar

35. Understand
Who
You
are
Talking
to
CreaTng
narraTve
personas
of
each
of
your
main
traveler
segments
will
help
you
determine
what’s
important
to
them…
and
create
a
relevant
online
customer
experience.
#travelwebinar

36. Use
Loyalty
to
Your
Advantage
#travelwebinar

37. Use
Loyalty
to
Your
Advantage
#travelwebinar

38. Know
the
Device
#travelwebinar

39. Leverage
LocaNon
#travelwebinar

40. Leverage
LocaNon
#travelwebinar

41. Maintain
the
Scent
Trail
#travelwebinar

42. More
Secrets
of
Relevance
• Use
prior
session
data
and
real-­‐Tme
behaviors.
• Make
more
impact
with
benefit
not
price.
• Look
at
the
experience
through
the
consumers’
eyes.
#travelwebinar

43. Prior
Session
and
Real-­‐Nme
Data
#travelwebinar

44. More
Impact
with
Benefit,
Not
Price
#travelwebinar

45. More
Impact
with
Benefit,
Not
Price
#travelwebinar

46. Your
Relevance
Game
Plan
• Pick
some
targets
(start
with
the
low
hanging
fruit).
• Test
new
ideas.
• Learn
quickly
and
iterate.
• Find
those
“Goldilocks
moments.”
• Try
and
try
again.
#travelwebinar

47. Thank
You
Kurt
Heinemann
Chief
MarkeTng
Officer
@Monetate
#travelwebinar

48. Personalizing
the
Online
Travel
Experience
QuesNons
&
Answers
#travelwebinar