Marketing and Technology Strategies Transforming Travel

July 25, 2017

Y O U R P R E S E N T E R S

Sergio RestrepoVP, Global Digital

Marketing Services, Lionbridge

Danica WongDirect & Email

Marketing Manager, Hawaiian Airlines

Ted WhamVP, Vertical Industry

Solutions, Oracle Marketing Cloud

Today’s digital traveler is well connected yet easily distracted.

We live our digital lives in micromoments.

Micromoments

There are hundreds of these everyday:

I-want-to-get-away momentsa.k.a. "dreaming moments"

Time-to-make-a-plan momentsa.k.a. "planning moments"

Let's-book-it-momentsa.k.a. "booking moments"

Can't-wait-to-explore momentsa.k.a. "experiencing moments"

How do we increase our stickiness?

Be there.Be fast.Be creative & culturally fit.Be useful.

10.4BE THERE

A multiscreen travel world has its challenges.It’s not just about what you control –paid, owned, earned, and social.

BE FAST

88% of travelers with smartphones would switch to another site or app if yours doesn’t load at a proper speed.

and Culturally FitBE CREATIVE

Creativity meets language and culture.It’s not just about translation. Have you heard about transcreation?

BE USEFUL

Any time.Any region.Any device.

Intelligent content strategy is now at the heart of the digital marketing ecosystem – paid, owned, earned, social

Marketing TechnologyCulture

Personalization

Creating a content reuse strategy is key for global environments.

Shift from words to images to video

3 in 5 travelers who watch online video use it to narrow down their brand, destination or activity of choices.

TechnologyMARKETING

Centralized cloud solutions on the lookout for the singular customer view.

Personalization is the goal.Choosing a truly global content management system (CMS) is now a key component for global success in the lookout for personalization.

9 10OUT OF

This is how one travel company is navigating these challenges, and the

technology they’re using to help

The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-moments.

Hawaiian Airlines Overview

All communication should reinforce brand

Destination Carrier serving the State

of Hawaii

Guests should experience Hawaii before

physically arriving

Practice Hawaiian values that are unique

to our host culture

Authentic Hawaiian Hospitality

Hawaiian IslandsNorth AmericaJapanKoreaChinaAustraliaNew Zealand

MARKETS WE SERVE

• 7 Websites• 229 Email templates

in 5 languages• 10 Social Media

Channels in 4 languages• Digital banner ads in

multiple markets

COMMUNICATING WITH

Our Guests

ENJPKR

ENJPKR

ENJP

CN CN

CREATING AND Distributing Content

Brand Style Guide for written and visual language• Accommodate cultural differences• List translated products, services and common

phrases

Asset management tool stores images and files• Used by agency partners and internal teams• Completed Ads added to spark inspiration

Email Style Guide / Modular Template Library• Specific needs for dates, amounts outlined in

style guide• Modular library enables flexibility

Collaboration is important• Collect in-market team feedback• Content creators share

new initiatives

SAMPLE

Social Media Japan

Fly Brisbane to Honolulu. Enjoy authentic Hawaiian hospitality in our new Island-inspired Premium Cabin.

Hawaii’s official nickname is the #AlohaState but we are also commonly known as the #RainbowState! Happy #AlohaFriday

アロハ！羽田、成田、関西空港発着の全ての便でハワイアン航空の新しいビジネスクラス、プレミアム・キャビンをご利用いただけるようになりました。次回のハワイ旅行は、ちょっと贅沢に、180度水平になるフルフラットシートで快適な空の旅でお出かけしてみては？

Aloha! We are now able to use the new business class of Hawaiian Airlines for all flights from Haneda, Narita and Kansai airport. The next trip to Hawaii is a bit of luxury, 180 degrees horizontal in a comfortable flight.

Happy Aloha Friday! レインボー・ステイツの愛称でも親しまれているハワイより、皆様に虹をお届けします。 さて、ここでアンケート！ ハワイで過ごす時間、どちらがお好みですか？ ①日中アクティブにショッピング&観光！ ②寄せては返す波の音を聞きながらまったり過ごす♪

Time spent in Hawaii, which one do you prefer? 1) Shopping and sightseeing activities during the day 2) Pause and listen to the sound of the returning wave.

MAKING IT WORK

Together

EmailWebsite Social Media

KEYS FOR OUR SUCCESSWebsite content readily available• Landing page with price point available to Email, Digital, Social• New destination content refreshed periodically and translated

Emails use modular templates• Allows for straight translated content when appropriate• Other modules can be tailored by market

Social media works to understand cultural expectations• Work closely with in-market teams to

tailor content• Use engagement data to identify successful posts

Oracle Marketing Cloud

• Lionbridge does a fabulous job with translation and transcreation

• But implementing multiple language variants creates chaos unless an orderly production process can be used

• Lionbridge has created a direct AppCloud integration to the Oracle Marketing Cloud Responsys platform to systematize the execution of multiple language versions

• This integration allows Modern Marketers to more finely tune their marketing messages to drive greater relevance and ROI

INTRODUCTION

• A Tight comp of the email marketing message generated by your design team

• Should show full content and verbiage• Should be composed in whatever is the

primary language for your business

COUNTRY_CODE:USLANGUAGE_CODE: en-US

{FirstName}, where will you go next? | View Online

FLIGHTS | HOTELS | DEALS | GEM

Sign in to GEM Rewards → Your Miles: 26,324 Carat Level: Ruby

WEEKLY SNAPSHOT

FOR THE FARE INFORMED

{FirstName},

Vacation the smart way — find the best fares

available departing from Atlanta Hartsfield-

Jackson International Airport (ATL), right

here, every week.

FIND FLIGHTS →

New York City this FLIGHTS FROM The City by the Bay FLIGHTS FROM

fall $235 calls $316

The best deals to the Big Apple, Leave your heart in San Francisco?

available for a limited time only It's calling you to come back!

DREAM — AND FLY! → CHECK PRICES →

THE BASE LANGUAGE TEMPLATE

Same message as before but this time the content that will be translated is identified

COUNTRY_CODE:USLANGUAGE_CODE: en-US

{FirstName}, where will you go next? | View Online

FLIGHTS | HOTELS | DEALS | GEM

Sign in to GEM Rewards → Your Miles: {Miles} Carat Level: {Level}

WEEKLY SNAPSHOT

FOR THE FARE INFORMED

{FirstName},

Vacation the smart way — find the best fares

available departing from Atlanta Hartsfield-

Jackson International Airport (ATL), right

here, every week.

FIND FLIGHTS →

New York City this FLIGHTS FROM The City by the Bay FLIGHTS FROM

fall {Price} calls {Price}

The best deals to the Big Apple, Leave your heart in San Francisco?

available for a limited time only It's calling you to come back!

DREAM — AND FLY! → CHECK PRICES →

FIELDED BASE LANGUAGE TEMPLATE

{FirstName}, where will you go next? | View Online

FLIGHTS | HOTELS | DEALS | GEM

Sign in to GEM Rewards → Your Miles: {Miles} Carat Level: {Level}

WEEKLY SNAPSHOT

FOR THE FARE INFORMED

{FirstName},

PUTTING THOSE FIELDS

In a Data Table

ADDING ADDITIONALCountry and Language Variants

{FirstName}, où allez-vous ensuite? | Voir en ligne

AVIATION | HÔTELS | OFFRES | GEMME

Connectez-vous à GEMME Rewards → Vos milles: 26 324 Niveau Carat: Rubis

INSTANTANÉ SEMAINE

POUR LA FARE INFORMÉ

{FirstName},

Vacances à la manière intelligente - trouvez les

meilleurs tarifs disponible au départ d'Atlanta

Aéroport international de Hartsfield-Jackson (ATL),

ici, chaque semaine

TROUVER LES VOLS →

New York City cet VOLS DE Le' City by the Bay' VOLS DE

automne 212 € faire appel 284 €

Les meilleures offres pour le 'Big Apple' Laissez votre coeur à San Francisco?

Disponible pour un temps limité seulement Il vous appelle à revenir!

RÊVERIE — ET VOLER! → VOIR LES PRIX

• Here the Country Code of FR and the Language Code of fr create a version appropriate for France

• Note the use of accented characters

• Note the formatting of numbers and currency symbols

COUNTRY_CODE:FRLANGUAGE_CODE: fr

THE VERSION FOR

FRANCE

• Here we have the Russian version• Note how much longer the words

and phrases are – make sure your design supports this need!

COUNTRY_CODE: RULANGUAGE_CODE: ru

THE VERSION FOR

RUSSIA {FirstName}, куда ты пойдешь дальше? | Смотреть онлайн

ПОЛЕТЫ | ОТЕЛЬ | СДЕЛКИ | ГЕММА

Войдите в ГЕММА Награды → Ваши мили: 26 324 Уровень Карат: Рубин

ЕЖЕНЕДЕЛЬНЫЙ СНАПОР

ДЛЯ ОБЕСПЕЧЕННОЙ ИНФОРМАЦИИ

{FirstName},

Отпуск умный путь - найти лучшие тарифы

Доступны вылетающие из Атланты Международный

аэропорт Хартсфилд-Джексон (ATL), прямо здесь,

каждую неделю

НАЙТИ ПОЛЕТЫ →

Нью-Йорк этой ПОЛЕТЫ ОТ Вызов ПОЛЕТЫ ОТ

осенью 15 510 ₽ «City by the Bay» 20 856 ₽

Лучшие предложения для «Big Apple», Оставьте свое сердце в Сан-Франциско?

только ограниченное время Он призывает вас вернуться!

МЕЧТА — И ЛЕТАТЬ! → ПРОВЕРИТЬ ЦЕНЫ →

This Simplified Chinese version shows that ideograms can also be supported

COUNTRY_CODE:CNLANGUAGE_CODE: zh-cmn-hans

THE VERSION FOR

CHINA{FirstName}, 你下一步去哪里？| 在线查看

航班 | 旅馆 | 提供 | 宝石

登录创业板奖励计划 → 你的英里：26,324 克拉层 : 红宝石

每周快报

为了获得通知

{FirstName},

以智慧的方式度假 - 找到从亚特兰大

哈茨菲尔 尔 尔 尔 逊国际机场（ATL）

出发的最佳票价，每周都在这里。

查找飞行→

纽约市今年 飞行距离 "City by the Bay" 该 飞行距离

秋天 ¥1,551 电话 ¥2,106

“Big Apple”的最佳交易， 离开你的心脏在旧金山？

仅限于有限的时间 它叫你回来！

梦想和飞行！ → 检查价格 →

GOTCHAS TO BEON THE LOOKOUT FOR• Long words that may exceed available space

– US / en-US: Insurance companies providing legal protection– DE / de: Rechtsschutzversicherungsgesellschaften

• Languages that require lots of space to express a concept– US / en-US: The quick brown fox jumps over the lazy dog– GR / el: Η γρήγορη καφέ αλεπού πηδάει πάνω από το τεμπέλικο σκυλί– IN / ml: പിേറ്റന്ന് ്രബൗൺ േഫാക്സ് അലസനായ നായ്ക്ക് മുകളിലൂെട ചാടി

• Number, currency symbol and position, date, and day format variations– US / en-US 123,456.99 $123,456.99 7/21/2017 Tuesday– FR / fr 123 456,00 123 456,00 € 25/07/2017 Mardi– IT / it 123.456,00 € 123.456,00 25/07/2017 Martedì

• Creating content in your readers’ languages makes your messages easier to consume and understand

• This recipient-centric approach drives revenue and profitability

• With Lionbridge’s new AppCloud integration to Oracle Marketing Cloud Responsys, Modern Marketers will have a way to elegantly managehyper-personalization of language variants in a production-efficient manner

SUMMARY

Sergio RestrepoVP, Global Digital

Marketing Services, Lionbridge

@RestrepoNow

Danica WongDirect & Email

Marketing Manager, Hawaiian Airlines

@D_S_Wong

Ted WhamVP, Vertical Industry

Solutions, Oracle Marketing Cloud

@tedwham

Thank youQUESTIONS