maximizing data to put personalization to work for your property
TRANSCRIPT
Data:TheCrownJewelsMaximizingDatatoPutPersonaliza9ontoWork
forYourProperty
TimPeterPresident,TimPeter&Associates
@tcpeter
©2016–TimPeter&Associates
“You can never have too much data. Bigger is
definitely better.” Werner Vogel, CTO, Amazon
©2016–TimPeter&Associates
You host more devices than
guests each night
Ownthedata,owntheguest• “Muchmoreimportantlythanasourceof
transac9ons,mobileisachancetoplumbtheend-to-enduserexperience…Sayyouarelookingforanaccommoda9ononaniPadbutthenyoubookonaPC.But,thenyoushowupatthehotelwithyouriPhone.Allofthatisplumbedto[aBooking.com]account...butreallyinthelongertermitisincreasingourvaluetothecustomerthatwouldbeverydifficultforanindependenthoteltodo.”–DarrenHuston,PricelineCEO
Predic9ve
©2016–TimPeter&Associates
“Your margin is my opportunity.”
Jeff Bezos, CEO, Amazon
©2016–TimPeter&Associates
©2016–TimPeter&Associates
©2016–TimPeter&Associates
ContentisKing• CutthroughthecluXer• Createcontentthatis:
– Snackable– Sharable– Sharp
• Focusedonneedsofguest
©2016–TimPeter&Associates
ContextisQueen• How,where,when,andwhy
areyourguestsinterac9ngwithyou,yourproperty,yourcontent?
• Howcanyouconnectwiththatexperience?
©2016–TimPeter&Associates
Contextdefinesguestexperience• “Digitalfootprints”highlight
whatguestscareaboutateachstep
• Savvytravelmarketerscanusethesefootprintstoimprovecontentandexperiencethroughout
Dream
Plan
BookExperience
Share
©2016–TimPeter&Associates
DataistheCrownJewels• Mustbewillingtostartsmall–
butyoumuststart
• An9cipate,analyze,andadapttochangingguestneeds
• Protectthecrownjewels:PrivacyandsecuritymaXer;protectguestinforma9onlikethebusinessdependsonit
©2016–TimPeter&Associates
• Hospitalityisaboutunderstandingyourcustomer
• Usethatunderstandingtodriveincreasedsa9sfac9on–andincreasedrevenue
©2016–TimPeter&Associates
WillIbesa9sfiedwithmystay?
©2016–TimPeter&Associates
WhyshouldIbuyfromyou?
©2016–TimPeter&Associates
Think“Crawl,Walk,Run”Crawl
• Assesscurrentdatacollec9on/usebothinternallyandacrossvendors
• Exploreop9onsforimproveduseofguestdatatoenhanceguestexperience
• Trainstaffonappropriateuseofguestdata
• Defineroles;assignaccountabili9es
Walk• Testpersonaliza9oneffortsinoneormoremarke9ngandcustomerservicechannels
• Measureresultsandincorporatelearningsintoopera9onalprocesses
• Buildonsuccessestoconductsubsequenttestsandopera9onalchanges
Run• Buildpersonaliza9onintoeveryaspectofguestexperience
• Alignguestexperienceacrossmul9pletouchpoints
• Con9nuetotrainstaffonlessonslearned/bestprac9ces
©2016–TimPeter&Associates
Vendor Evaluation
Structural Technical Financial Cultural Features Standards • Financialviability• Experience• Marketshare• Reputa9on
• Security• Speed• Integra9ons(PMS,CMS,RMS,website)• Mobile
• Implementa9oncosts• Trainingcosts• Totalcostofownership
• Supporthours• Training• Fit
• Predic9veanaly9cs• Visualiza9ons• Mobileaccessibility
• Datamigra9on• Regulatory• Legal• Cross-border/interna9onal
X
©2016–TimPeter&Associates
Not“BigData;”YourData
• Ownthedata,owntheguest• Crawl,walk,run
• Startsmall,scalewhenready
• Compe99vedifferen9ator• Buildamoattoprotectyourkingdom
“Outrunthebear”
©2016–TimPeter&Associates
ThankYouWeb: 9mpeter.com
Phone: +1.201.305.0055
Email: [email protected]
TwiXer: twiXer.com/tcpeter