Post on 06-Dec-2014
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www.hebsdigital.com
Personalizing the Website Visitor ExperienceDynamic Content Personalization
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Meet Liz.
She starts her search looking for Midtown Manhattan Luxury Hotels.
An LA native who is interested in taking a trip to New York for a girl’s weekend.
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Pre-Personalization:Liz finds The New York Palace and has been reviewing the site.
“Oh, here’s the hotel I’m
interested in. Where
is that special I
was looking at before?
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Post-Personalization:Liz finds The New York Palace and has been reviewing the site.
“Oh, here’s the hotel
I’m interested in. That
special is just what
I’m looking
for.”
Custom Image
Tailored Promotion
for LA Travelers
Custom Promo Tile
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What is happening?
Dynamic Content Personalization
The website features content and promotions that truly resonate with her, which will influence her planning and purchasing behavior.
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The Result of Personalization?
Companies that are personalizing content on their websites are reporting uplifts in online sales as high as forty percent!
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What is Dynamic Content Personalization?
The ability to deliver unique and relevant textual, visual, and promotional content to site visitors, based on:
• geo location• demographics• website behavior• past booking history• guest preferences• reward program affiliation• customer segment
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Features & Benefits
Target customer segments with unique and relevant content
Address business needs with relevant promotions and specials
Achieve higher conversions
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4 Generate more user engagement
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One time fee and set-up
Ability to update on the fly, at no additional charge once implemented
Shift share from the OTAs
Give your website a competitive advantage
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How does it work?
Custom Image
Tailored Promotion
for LA Travelers
Custom Promo Tile
LA Traveler
Smart Personalization Engine
Geo-Targeting > Custom Image, Message, & Promo Tile
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Available in Q4 2014:
LA Traveler
Smart Personalization Engine
AND
Repeat Visitor
Custom Content
Custom Design or
Theme
Custom “Private” Homepage
Geo-Targeting > Custom “Private” Page with:• Custom Textual, Visual and Promotional Content • Custom Design Theme• Even completely different page design and
layout
Additional Targeting Layer (ex. Repeat vs. New Visitors)
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Whom to target.
Special long-stay promotions: Stay 5 nights, get the 6th night free, suite packages or upgrades to suites
Serve foreign language content based on the default language preference in the user’s browser
In-state residents: “State Resident” special
Domestic:
Foreign:
Main drive-in out-of-state feeder markets: “Out-of-State Courtesy Special”
Main fly-in feeder markets: Free breakfast, advance purchase rates, third night at 50%, or weekend extensions at reduced rate
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A look inside the backend...
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Phase II: Future Dynamic Content Personalization Options
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Revenue Management Software:Serve content & promotions based on real-time business / occupancy needs. Ex: If user is searching for dates for which the property needs major help, serve a steep discount.
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eCRM / PMS:Serve content & promotions based on past stays. Ex: past suite bookers receive “Suite Promotion.”
Facebook OpenGraph:Serve content based on demographics. Set up incentive for users to login to the website via Facebook, to target users based on profile data.3
Smart Personalization Engine
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Questions? Contact HeBS Digital at success@hebsdigital.com