Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves. Let's see how.

1. BCN MAD VAL SCL MDE BOG LIM MEX MIA SFO
METRIPLYING HOSPITALITY INDUSTRY
Making Customer Data ActionableWith 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

2. Why Travel and Hospitality matters?
$7.2
TRILLION
1 / 11
JOBS
10%
Global GDP
6%
World EXPORTS
Reference - http://www.wttc.org/research/economic-research/economic-impact-analysis/

3. What is it?
Travel &
Hospitality
Hotels &
Resorts
Air
Bookings
Cruises
Car
Rentals
Financial
Services
Travel
Management
Companies
Vacation
Rentals
Shopping
Restaurants
Travel
Permits

4. 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…

5. 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…

6. 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…

7. Searching

8. Mapping

9. Locating

10. Monitoring

11. Booking

12. 2016
Socializing

13. Clicking

14. Talking
even

15. How Do
Travellers
Decide?
Air
Bookings
Tours &
Travels
Hotel
Booking
Restaurants
Car
Rental
Cruises

16. An engaging brand experience
On their own terms
Via any (and all) of their devices
A
B
C
The Custommer
Expects

17. A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.
2002 2012 2016 -

18. Touchpoints
2016
Inspiration Shopping Booking Purchase Pre-trip
Prep
EvaluationPost TripEmbark Journey Disembark
Connection
Limo Service
Rental Car
Hotel
Tickets
Reservation
Hotel
Limo
Rental
Car
Return
Initial
Phase
Future
Phase

19. 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

20. 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

21. 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

22. Loyalty Matters:
Upto 6 months
Advance preparations
How much time do travellers spend
researching their trips?
How far in advance do travellers
book their trips?

23. 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

24. Key Concepts
Review Metrics
The 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

25. 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?

26. Site analytics Mobile analyticsSocial analytics
Campaign analytics
email analytics
Lead analyticsinStore analytics CRM&ERP analytics
The Custommer
Analytics

27. who, how, where and when
Demographics Geographics Behaviour Technology Mobile Benchmark
Understand your Users and Demographics

28. 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
Point
Journey
Point

29. 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

30. Understand your KPIs
AWARENESS
FAMILIARITY
CONSIDERATION
INTENT
Web Bookings
POS searches
POS Visits
Bookings
Contact Requests
POS interactions
Newsletters
Social Interactions

31. Create a culture of decisión making
based on the data and analytics

32. Implement the best
solutions in digital analytics

33. Propose a better way of reporting
and analysis for your organization

34. Optimize and improve your
KPIs and key results

35. Obtain an OMNIchannel Vision
of your business

36. 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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