Learn how to increase the profitability of your customers, reduce your marketing waste, and improve the NOI of your hotel.

1. Independent Hotel Marketing Strategies - 2017

2. WE NOW LIVE IN A PLUGGED-IN
ECONOMY
#AlwaysOn

3. A SHIFT FROM PRODUCTS AND
PRICE TO RELATIONSHIPS AND
EXPERIENCES
Product & Price
1970s
Products & Services
1990s
Loyalty Centric
2000s
Experience Centric
Today

4. THE WAY PEOPLE TRAVEL
HAS CHANGED FOR GOOD
We Have
NEW EXPECTATIONS
EXPERIENCES
Not Prices
PERSONALIZATION
Not Generalization
COMMUNITY
Not Singularity

5. A GLOBAL TRANSITION
46%
45%
82%
88%
of travelers with smartphones say they make their
decision on mobile, but then book on
another device.
Google 2015
of travelers would switch if it takes too many steps to
book or to get desired information.
Google 2016
of leisure travelers are open to considering multiple
hotel brands when trip planning.
Google 2015
of consumers trust online reviews as much as
personal recommendations.
BrightLocal 2014

6. ALL INDUSTRIES ARE SHIFTING
Leaders are making the shift towards machine
learning, data first strategies.
EDUCATION HEALTHCARE MEDIA LEGAL FINANCIAL
COMMUNICATION TECHNOLOGY AUTOMOTIVE

7. THE BEST COMPANIES HAVE REINVENTED
THEMSELVES AWAY FROM
PRODUCTS AND PRICES
#AllAboutRelationships

8. IN THE LAST 15 YEARS, 52% OF
THE FORTUNE 500 COMPANIES
HAVE DISAPPEARED
1955
Average Life Expectancy 75 Years
2015
Average Life Expectancy 15 Years
Vs

9. WHO SURVIVED
THE TRANSITION?

10. GENERAL ELECTRIC
From light bulbs to digital services
"The digital company That's also an industrial company.“

11. IBM
From punch card tabulators
to cognitive computing.

12. THE EXPERIENCE-SHAKERS

13. THE NEW DISRUPTORS

14. WALT DISNEY
World
ResortExtending the guest experience beyond their stay

15. STARWOOD
HOTELS
AND RESORTSDynamic pricing on a customer – by - customer basis

16. WHAT’S
THE COMMON THEME?

17. THEY UNDERSTAND MACHINE LEARNING AND
AI CHANGES ENTIRE INDUSTRIES
Personalized
Services
Memorable
Experiences
Ongoing
Value
On-demand
Insights
Anywhere
Real-Time

18. THEY UNDERSTAND THEIR CUSTOMERS
ON A WHOLE NEW LEVEL

19. IT'S A NEW WAY OF MARKETING AND
ENGAGING WITH THEIR AUDIENCE

20. THIS CHANGES
EVERYTHING
PRICING
Unit Price
Value Price
MARKETING
Branding
Experience
SALES
Selling Rooms
Creating Memories
FINANCE
Room Margins
Lifetime Value
CULTURE
Cool Rooms
Real Connections

21. GUEST
PERSONALIZATION
Demographic data
Behavioral Data
Financial Data
Weather Data
Air Traffic Data
#BeyondTheCRM
Name
Email
Phone
Company
Twitter
Facebook
OLDWORLD
Customer Moments
Behaviors
Likes & Dislikes
Purchase History
Lifetime Value, Relationships
Custom Promotions
Engagement
Segmentation
and More
NEWWORLD

22. THAT'S WHY WE
STARTED PRIMAL DIGITAL
A NEW WAY TO MARKET INDEPENDENT HOTELS IN THE PLUGGED-IN ECONOMY
Guest Management
Cross-sells, Upsells
Returning Guests
Analytics & Tracking
Dashboards
Report Building
Segmentation
Brand Exposure
Outreach
New Markets
New Opportunities
Drive Revenue
Integrations
Repurposing
Personalization
Reduce Costs
Time to Market
Real Time
Less Waste

23. A REVENUE OPTIMIZATION
APPROACH TO MARKETING
Step 1 Data Collection
& Analytics
Step 2 Customer Profiles &
Segmentation
Step 3 Build & Test
Marketing Mix Models
Step 4 Implement & Execute
Strategies
Step 5 Make Adjustments
& Deliver Results
Branding Content Direct Email Influencers Metasearch Media Buys
Mobile OTAs PR Remarketing Search Social Websites

24. YOUR DIGITAL
MARKETING LANDSCAPE
Data
&
Analytics

25. #StartYourJourney
THE END
primaldigital.co