Dynamic Content Personalization: Hoteliers’ Powerful New Tool to Maximizing Website Revenue and Conversions [webinar]
Check out eCornell's blog: http://bit.ly/1EhlYBf Traditionally, hotel and resort websites have served the same content to all site visitors regardless of their preferences, demographics, past booking behavior, or even geographic location. Today, technology allows us to personalize content for property website visitors, making for a more intimate brand experience, and a profitable one at that. HeBS Digital’s Mariana Mechoso Safer and Sara O’Brien discuss how you can use dynamic content personalization to deliver unique and relevant website content to specific customer segments. When dynamic content is delivered effectively, travelers enjoy service that is tailored specifically for them, while hospitality organizations enjoy more website engagement, greater conversion rates and increased revenues. You’ll learn to: - Recognize and reward specific customer segments by displaying personalized and relevant content that speaks to their preferences and expectations. - Differentiate your resort or hotel from the competition and the OTA channel. - Deliver higher levels of consumer satisfaction from the direct hotel website experience. - Significantly increase website conversions and revenues Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes in major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences. Mariana can be reached by phone at +1 702 463-1857, email at mariana@hebsdigital.com, on Twitter @mmechoso or LinkedIn. Sara O’Brien is Senior Marketing Manager at HeBS Digital. She manages the development and execution of all HeBS Digital advertising, marketing and public relations. Starting with a position in consulting and client services, Sara has a solid understanding of hotelier’s business needs and objectives, including how to help them generate the highest ROIs from their most cost effective channel – their own website. Sara’s professional experience includes over nine years of advertising and marketing experience. Sara has a Master’s Degree in Global Marketing from Emerson College in Boston and a Bachelor’s Degree from University of Wisconsin, Eau Claire.
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Dynamic Content Personalization: Hoteliers’ Powerful New Tool to Maximizing Website Revenue and Conversions [webinar]
- 1. WELL, HELLO THERE Mariana Safer SVP, Marketing MARIANA@HEBSDIGITAL.COM @mmechoso Sara O’Brien Senior Marketing Manager SARA@HEBSDIGITAL.COM @sarakob
- 3. How will you stand out throughout the travel planning & purchase journey?
- 8. THE WEB IS GETTING PERSONALWE’RE NOT JUST A “VISITOR” ANYMORE
- 9. THE WEB IS GETTING PERSONALWE’RE NOT JUST A “VISITOR” ANYMORE
- 10. WHO’S ALREADY GETTING PERSONAL? DYNAMIC CONTENT PERSONALIZATION IN ACTION
- 11. TAPPING IN TO BIG DATA CAPITALIZING ON BIG DATA TO PERSONALIZE THE DIGITAL EXPERIENCE LOCATION PREVIOUS WEBSITE VISIT INTERESTS DEMOGRAPHICS
- 12. WHY IS THIS VALUABLE? UPLIFT IN ONLINE SALES 40% COMPANIES WHO PERSONALIZE CONTENT REPORT
- 13. HOW DOES IT WORK?
- 14. GEO TARGETING LOYALTY MEMBERS VIP REWARDS MEMBER NEW VS. RETURNING VISITORS BUSINESS VS. LEISURE TRAVELER
- 15. GEO TARGETING
- 16. MEET JOHN LIVES IN NEW YORK CITY COMING FROM NYC RETURNING LOYALTY REWARD MEMBER LEISURE TRAVELER FACEBOOK OPENGRAPH DATA: MARRIED, COLLEGE DEGREE, LIKES JAZZ
- 17. MEET JOHN LIVES IN NEW YORK CITY GEO LOCATION IN NEW YORK CITY
- 18. Destination Image Fly-in Promotional Message Sun, Sand & Sea Package Offer GEO TARGETING TRAVELER FROM NEW YORK CITY
- 19. MEET JANE FLORIDA RESIDENT GEO LOCATION IN FLORIDA
- 20. Getaway Imagery Local Messaging Resident-Specific Package Offers GEO TARGETING LOCAL & STATE RESIDENTS
- 21. MEET LIZ VISITOR FROM LOS ANGELES TRAVELING TO NYC GEO LOCATION IN LOS ANGELES
- 22. GEO TARGETING TRAVELER FROM LOS ANGELES TO NYC Custom Image of City Skyline “From Rodeo Drive to Madison Ave, You’ve Arrived in Style” Coast to Coast Package Offer
- 23. MEET GABRIEL VISITOR FROM BRAZIL GEO LOCATION IN BRAZIL
- 24. GEO TARGETING TRAVELER FROM BRAZIL • Detects Default Browser Language • Presents Entire Website In Portuguese • International Travel Packages
- 25. LOYALTY MEMBERS
- 26. MEET MIKE RETURNING LOYALTY REWARDS MEMBER MEMBERSHIP PREFERENCES VIP REWARDS MEMBER
- 27. LOYALTY MEMBER RETURNING LOYALTY REWARDS MEMBER • Loyalty Member Upgrade Offers • Room Type Preferences • Spa Or Dining Promotion
- 28. LOYALTY MEMBER NON-MEMBER • Incentivize Non- members to Sign Up with Booking Promotion • Promote Rewards Program Benefits
- 30. MEET MICHELLE RETURNING WEBSITE VISITOR PREVIOUS WEBSITE VISITOR
- 31. NEW VS. RETURNING RETURNING WEBSITE VISITOR • Acknowledge Returning Visitors • Customize Promotions Based On Interests • Focus On Services & Amenities • Pre-fill Booking Information
- 33. MEET ANTHONY BUSINESS TRAVELER BUSINESS TRAVELER
- 34. BUSINESS VS. LEISURE BUSINESS TRAVELER • Business Related Images & Promos • Focus on Business Amenities • Promote Extended Stay & Bleisure Travel
- 35. MEET JACK & JILL LEISURE TRAVELERS LEISURE TRAVELERS
- 36. BUSINESS VS. LEISURE LEISURE TRAVELER • Romance Related Images & Promos • Focus on Leisure Amenities • Promote Spa & Dining Packages
- 37. TAP INTO BIG DATA MAXIMIZE REAL-TIME AND ONE-TO-ONE MARKETING Property Management System (PMS) Revenue Management System (RMS) eCRM Platform SMART PERSONALIZATION ENGINE Interfacing the CMS’s Personalization Engine with the property eCRM platform, PMS or RMS Huge opportunities for next- gen personalized pricing and one-to-one-marketing =
- 39. CASE STUDY REVERE HOTEL BOOKINGS 49 NIGHTS 143 ROI 1,607% CASE STUDY: Custom promotions for international feeder markets
- 40. CASE STUDY REVERE HOTEL CASE STUDY: Conversion Rates Increase YOY Spain 100% China 67% Japan 100% Iceland 100%
- 41. HOW CAN YOU GET PERSONAL?
- 42. DEVELOP A STRATEGY IDENTIFY YOUR BUSINESS NEEDS Which customer segments should be targeted? Which feeder markets need attention? What customer demographics are most important to your property?
- 43. UTILIZE TECHNOLOGY INTEGRATE TECHNOLOGY TO MANAGE YOUR DYNAMIC CONTENT PERSONALIZATION AUTOMATICALLY
- 44. ANALYZE PERFORMANCE ANALYZE RESULTS TO CONTINUOUSLY IMPROVE HOW YOU PERSONALIZE YOUR DIGITAL EXPERIENCE TO INCREASE CONVERSION
- 45. GETTING PERSONAL YOU NO LONGER HAVE “VISITORS”
- 46. GETTING PERSONAL YOU NO LONGER HAVE “VISITORS”