Highlights the advantages of using Oracle's Marketing Cloud with a focus on the Travel & Hospitality Industry.

1. Oracle Marketing
Cloud for Travel
and Hospitality
Solution Overview

2. Oracle Marketing Cloud
The modern consumer presents complex challenges for marketers in travel and hospitality.
Today’s travelers are tech-savvy, informed, and seek out the best deals available. As they
peruse the travel sites and services available, they move between online and offline
channels with fluidity, making it even harder to identify them correctly and connect relevant
data to their behaviors.To address these challenges, travel marketers need to embrace
digital marketing and find ways to engage in a more personalized way.
Challenge: Improve Customer Loyalty
Travel and hospitality marketers want to maximize direct bookings, understand then
monetize customer intent, drive ancillary revenues, and increase direct customer loyalty.
They know that the path to lifelong loyalty and increased revenue involves building
and growing deep customer relationships, and delivering accurate price and schedule
information.To do that, marketers need solutions that aggregate their data as customers
move from device to device and channel to channel, unlocking value, finding new leads, and
optimizing their acquisition targeting with targeted omni-channel communications.
Solution: Oracle Marketing Cloud for Travel and
Hospitality
Oracle Marketing Cloud equips companies with the powerful omni-channel marketing tools
necessary for a customer-centric approach.Travel, though, has its own specific needs—
which is why Oracle Marketing Cloud forTravel and Hospitality has custom-designed tools
for this unique area, including tailored software and best practice programs designed to help
organizations in their efforts to succeed.Travel marketers can utilize Oracle DMP to create
one view of the customer, consolidating all customer data across devices and channels.The
Travel Web Retargeting Service (T-WRS) helps them target customers based on customer-
specific purchase intents, while personalized dynamic emails, offers, loyalty programs, landing
pages, and mobile communications ensure an exceptional customer experience overall.
The Path to a Customer-Centric Travel
Experience
Cross-Channel Marketing
Improve conversion and deepen the customer relationship using enhanced capabilities that
track, qualify, and measure activities across web, mobile, email, and other channels. By
leveraging cross-channel marketing tools, travel and hospitality marketers can reach out to
their audience with a timely, targeted, and personalized message.This establishes effective
ongoing communications across all channels.
Content Marketing
Align, plan, and deliver relevant and scalable content to educate both current and
prospective customers with compelling persona-based messaging that increases
engagement across channels. The built-in workflow capability of a content marketing
platform will also simplify the allocation of tasks, including content creation, approval, and
publishing capabilities. This allows travel and hospitality marketers to scale their content
marketing efforts and achieve more with less.
Data Management
Unlock and optimize first, second, and third-party data to create actionable audiences—
whether they’re online, mobile, or offline. This helps create an audience profile based on
activity, allowing marketers to find out exactly what they need and, in doing so, target
their audience in ways they never could before, delivering the right message to the right
audience at the right time.
Social Marketing
Harness the power of social marketing to build a reputable brand. Through social
marketing, travel and hospitality marketers can monitor what their audience is saying
across social platforms, engage in conversations already taking place, and become
proactive in those conversations to improve sentiment and brand loyalty.
ORACLE MARKETING CLOUD
FORTRAVEL AND HOSPITALITY:
SOLUTION OVERVIEW

3. A Day in the Life
Chief Marketing Officer
“How can I leverage marketing technology and manage our personalized omni-channel customer
interactions to improve loyalty?”
Travel marketers know they have a small window of opportunity to monetize customer intent.They also know
that a transactional approach can hinder loyalty. Oracle Marketing Cloud forTravel and Hospitality delivers powerful
cross-channel marketing and social marketing capabilities, providing a single view of your customer’s individual
interests, preferences, and behaviors. Having access to a single view of your audience allows marketers to
leverage those insights to execute persona-based omni-channel campaigns and relevant communications, to drive
loyalty and increase overall audience participation.
Director of Digital Marketing
“I want to increase conversion rates across marketing campaigns.”
In an effort to drive results for their brands, travel marketers need to deliver synchronized omni-channel
experiences. Oracle Marketing Cloud forTravel and Hospitality streamlines how your team approaches the
daunting task of building customer lifecycle journeys, by providing them with a comprehensive profile on
each audience member that interacts digitally with your brand. Each profile contains the unique Digital Body
Language of your audience, which marketers can leverage to better plan for the various personas requiring
personalized digital communications and content.
Director of Digital Advertising
“I need to improve the ROI associated with our digital advertising programs.”
In order to reduce customer acquisition costs, marketers require audience intelligence to determine where,
how, and who to target. Oracle Marketing Cloud’s Data Management capabilities deliver this intelligence,
creating a single view of your audience by aggregating first, second, and third-party data. The result is richer
customer profiles that can help propel your digital advertising efforts to the next level, by only targeting those
individuals who are actively in-market for travel.
Director of Marketing Operations
“I need to improve engagement, up-sells, and cross-sells.”
Oracle Marketing Cloud for Travel and Hospitality offers powerful program orchestration capabilities,
allowing marketers to execute trigger-based customer-centric campaigns. Travel marketers can utilize the
data they already have on their customers to build automated programs, matching individual interests with
personalized dynamic emails, offers, loyalty programs, landing pages, and mobile communications—ensuring
an exceptional customer experience. In addition, marketers can consult with the expert travel services team
to help plan and execute campaign strategy.
Take the Journey to Modern Marketing with Oracle
Marketing Cloud
Learn how Oracle Marketing Cloud for Travel and Hospitality modernizes customer engagement and
relationships, all while striving to meet goals across channels and devices, through the seamless digital
interactions customers today expect.
Real Results From Real Customers
“By aligning the marketing and IT teams, Aer Lingus has been able to build more
comprehensive profiles on our audience. A more personalized and cost-effective marketing
strategy has resulted in a 47 percent click-through rate—the highest engagement levels the
company has ever seen.”
—Dervila McGarry | European Marketing Manager, Aer Lingus
“It’s critical for us to have that one-to-one relationship—that kind of marketing involvement
with our users and our community—because that’s what they expect.”
—George DiGuido | Head of Email Marketing, Airbnb
“Now we use customer data and behavior to target display ads and deliver them when the
customer is in the market. This aligns display with our contact strategy and our relationship
marketing programs, and makes it easier to optimize.”
—Marketing Leader, Dollar Thrifty Automotive Group
“We’re a very data-driven company. So everything we do is very focused not only on the
customer experience but on their behavior.”
—Jamie Frech | Director of CRM, Orbitz
ORACLE MARKETING CLOUD
FORTRAVEL AND HOSPITALITY:
SOLUTION OVERVIEW

4. Copyright © 2015, Oracle and/or its affiliates. All rights reserved.
About Oracle Marketing Cloud
Modern Marketers choose Oracle Marketing Cloud solutions to create ideal customers and increase revenue. Inte-
grated information from cross-channel, content, and social marketing with data management and dozens of AppCloud
apps enables these businesses to target, engage, convert, analyze, and use award-winning marketing technology and
expertise to deliver personalized customer experiences.
Visit oracle.com/marketingcloud