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DYNAMIC CONTENT PERSONALIZATION
How will you stand out throughout the travel planning & purchase journey?
ON AVERAGE, THE TRAVELERS JOURNEY TO A DECISION IS 17 DAYS. THEY’RE VISITING 18 SITES DURING 8 SESSIONS MAKING 6 CLICKS.
17 DAYS
18 SITES
8 SESSIONS
6 CLICKS
THE CUSTOMER JOURNEY
RAISE OF HANDS: Is anyone already personalizing the content on their website for their visitors?
WHAT IS DYNAMIC CONTENT PERSONALIZATION?
THE WEB IS GETTING PERSONAL WE NO LONGER JUST HAVE “VISITORS”
THE WEB IS GETTING PERSONAL WE HAVE UNIQUE PERSONAS
WHO’S ALREADY GETTING PERSONAL? DYNAMIC CONTENT PERSONALIZATION IN ACTION
BIG DATA VS. SMALL DATA CAPITALIZING ON DATA TO PERSONALIZE THE DIGITAL EXPERIENCE
LOCATION
PREVIOUS WEBSITE
VISIT
INTERESTS
DEMOGRAPHICS
WHY IS THIS VALUABLE?
UPLIFT IN ONLINE SALES
40%
COMPANIES WHO PERSONALIZE CONTENT
REPORT
HOW CAN YOU START PERSONALIZING
CONTENT?
GEO TARGETING
NEW VS. RETURNING
VISITORS
LOYALTY MEMBERS
VIP
REWARDS
MEMBER
GEO TARGETING
MEET JOHN LIVES IN NEW YORK
GEO LOCATION IN NEW YORK
Destination Image
Fly-in Promotional Message
Sun, Sand & Sea Package Offer
GEO TARGETING TRAVELER FROM NEW YORK
RETURNING VISITORS
ONLY ONE THIRD OF
WEBSITE VISITORS
INITIATE A BOOKING.
MEET MICHELLE RETURNING WEBSITE VISITOR
PREVIOUS WEBSITE VISITOR
RETURNING VISITOR
• Acknowledge Returning Visitors
• Customize Promotions Based On Interests
• Focus On Services & Amenities
LOYALTY MEMBERS
MEET MIKE RETURNING LOYALTY REWARDS MEMBER
MEMBERSHIP PREFERENCES
VIP
REWARDS
MEMBER
LOYALTY MEMBER RETURNING LOYALTY REWARDS MEMBER
• Loyalty Member Upgrade Offers
• Room Type Preferences
• Spa Or Dining Promotion
WHAT ELSE IS WITHIN YOUR REACH?
THIS IS ONLY THE BEGINNING.
CUSTOMER SEGMENT
(BUSINESS, LEISURE MTG PLANNER, ETC.)
PAST STAYS (eCRM / PMS
INTEGRATION)
DEMOGRAPHICS (FACEBOOK OPENGRAPH
INTEGRATION)
OCCUPANCY NEEDS (REV MGMT
INTEGRATION)
WHAT ARE THE RESULTS?
CASE STUDY CUSTOM PROMOTIONS FOR INTERNATIONAL
FEEDER MARKETS
RESULTS: Conversion Rates Increase YOY
Spain, Japan, China
100+%
China
67%
HOW CAN YOU GET PERSONAL?
1.Who are your top feeder markets?
2.What customer segments do you want to
target?
3.What would you say to a repeat visitor?
Start with a
strategy:
Use
technology to manage content
automatically
Getaway Imagery
Local Messaging
Resident-Specific Package Offers
GEO TARGETING LOCAL & STATE RESIDENTS
Between 60 and 70% of same-day hotel bookings are made on mobile devices.
Learn what’s working and what’s not.
Tweak. Improve. Enhance.
GETTING PERSONAL WE NO LONGER JUST HAVE “VISITORS”
GETTING PERSONAL WE HAVE UNIQUE PERSONAS
DYNAMIC CONTENT PERSONALIZATION
