personalization & customization – pre-arrival | enhancing the user experience for fun &...

Personalization & Customization: Pre-ArrivalEnhancing the User Experience For Fun & Profit

Adele Gutman Milne | VP Sales, Marketing & Revenue – Library Hotel Collection

Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels

Robert Cole | Founder – RockCheetahImage Credit: Paul L Dineen (cc | flickr)

Session Overview• Robert Cole | Founder - RockCheetah

– Customization v. Personalization

– Demographics v. Behavioral Signals

– A/B v. Multi-Variate Testing

• Bill Linehan | EVP & Chief Revenue Officer – Red Lion Hotels

– Dynamic Personalization

– Rewards Relationships

– Omni-channel Marketing

• Adele Gutman Milne | VP Sales, Marketing, Revenue – Library Hotel Collection

– Creating Product Distinctions

– Inviting Travelers To Customize Their Experience

– Preparing Your Team to Build Lasting Relationships

Demographics versus Behavioral Signals

• Demographics– Quantifiable Characteristics Given to a Population (Who)– Example: Location, Income, Gender, Race, Age, Education– Helpful for Seeking Lookalike Audiences

• Behavioral Signals– Different from Profile Data – Focus On Customer Intent (What)– Example: Specific Web Pages Visited & Actions Taken Online– May Involve Machine Learning/Predictive Analytics in Real-Time

Image Credit: Stuart Boreham (cc | flickr) Robert Cole · RockCheetah | 3

Customization versus Personalization

• Customization– Explicit Signals - User Indicates Specific Preferences

– Example: Search for 2 Adults & 2 Children

– Adapt Experience Based on Individual Behaviors

• Personalization– Implicit Signals – Based on Behaviors of Particular Group

– Example: Post Snowstorm Best Offer & Timing

– Anticipating What People Want, Without Being ToldImage Credit: James Cridland (cc | flickr) Robert Cole · RockCheetah | 4

A/B versus Multi-Variate Testing

• A/B Testing– Compare Two Options

• A: Photo of Family at Pool | B: Photo of Family at Dinner

• X: Call to Action “Learn More” | Y: Call to Action “Save Now”

• Multivariate Testing– Compare Options as Combinations (AX, AY, BX & BY)

• BX: Dinner Photo + “Learn More” May Convert Better

• Radically Different Results Based on Guest Persona/ItineraryImage Credit: marta ... maduixaaaa (cc | flickr) Robert Cole · RockCheetah | 5

Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels

Bill Linehan · Red Lion Hotels | 7HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

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5.8

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11.1 10.5

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15.0

Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15

RevPak Continues to Drive RevPAR Growth


Adele Gutman Milne | VP Sales, Marketing & Revenue Library Hotel Collection

Adele Gutman Milne · Library Hotels | 17

EVERYONE HAS A STYLE: LET THEM CHOOSE A HOTEL THAT CAPTURES THEIR IMAGINATION


EVERYONE HAS AN ASPIRATION: LET THEIR HOTEL CHOICE SAY THEY BELONG TO THE CLUB


EVERYONE HAS A PASSION: LET THEM CHOOSE A ROOM THAT SPEAKS TO THEIR HEART


EVERYONE HAS A DREAM: MAKE IT EASY TO MAKE THEIR DREAMS COME TRUE


INVITE THEM TO TELL YOU WHO THEY ARE AND WHAT THEY WANT


EVERY BODY IS DIFFERENT: MAKE IT EASY TO CUSTOMIZE THEIR COMFORT


EVERYONE NEEDS COMFORT: LET THEM CUSTOMIZE THEIR ENVIROMENT


EVERY ONE HAS A SCHEDULE: RESPECT THEIR TIME AND HELP THEM GET COMFORTABLE


Personalization & Customization: Pre-ArrivalEnhancing the User Experience For Fun & Profit

Thank You · Questions?Robert Cole · RockCheetah | Bill Linehan · Red Lion Hotels | Adele Gutman Milne · Library Hotel Collection

Image Credit: Paul L Dineen (cc | flickr)