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Vivek Saxena - How Royal Caribbean became a global industry digital leader

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Story: How Royal Caribbean became the global digital leader in travel/hospitality industry

Story: How Royal Caribbean became the global digital leader in travel/hospitality industry

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Vivek Saxena - How Royal Caribbean became a global industry digital leader Vivek Saxena - How Royal Caribbean became a global industry digital leader Presentation Transcript

  • Digital & E-Commerce Strategy creation and execution in my leadership at Royal Caribbean Story: How Royal Caribbean became the global digital leader in travel/hospitality industry - Vivek Saxena VP and Global Head of Web Marketing & E-Commerce (2010-2011) E-Mail: vsaxena2005@yahoo.com LinkedIn: http://www.linkedin.com/in/vivsax2100
  • Introduction •Royal Caribbean created new role: VP, Web Marketing & E-Commerce in 2010 •My Background: Marketing & Sales Experience + Digital Marketing & ECommerce + MBA (E-Business / Internet Marketing) & MS-MIS / E-Commerce •Global Outlook •Worked in India, Australia and United States •Lifelong focus on customer; growing revenue, profit, customer satisfaction and retention •My responsibilities •Online Brand Management •Websites, Interactive and Social Media •Mobile Applications •Goals (set by me) •Take Digital Marketing, Websites and E-Commerce to the next level •Create and Execute Global Digital Road Map •Create high performing team and an environment based on open communication, creativity, and team spirit to find solutions and deliver outstanding results
  • Created and executed Digital Strategy Re-design of most visited sections of the website Successful Global Digital Marketing Campaigns Mobile Marketing Strategy & Apps development Social Media Strategy & Social Integration on websites Online Video Strategy Integration of New Technologies Global Digital Commerce Roadmap Improvements in ROI in Digital Marketing spend (CPA and ROAS with implementation of best practices in Paid Search) • Digital Brand Innovation – Video Post Card booth aboard ‘Allure of the Seas’ • • • • • • • •
  • Results of Digital Strategy created and executed at Royal Caribbean • Brought accolades in an international global study L2 Digital IQ Index Study and reported on Tnooz (well-known travel industry news website) • Only Royal Caribbean was considered as ‘Gifted’ among cruise lines as a result of these efforts. Royal Caribbean was ranked (#13); higher than travel industry leaders e.g. Sheraton (#17), Marriott (#18), United Airlines (#21) etc.
  • Key Events • Announcement of Partnership with Dreamworks Animation, Starbucks etc. • Inauguration of ‘Allure of the Seas’ (world’s largest cruise ship) • Launch of Royal Caribbean’s mobile app (first in industry) • Re-launch of Crown & Anchor Society program (loyalty program) Jan’2011 • Launch of Royal Caribbean’s Ocean View Films (Branded Entertainment) & Red Carpet Event
  • Mobile App (first in industry) •Goal: Innovation, Grow revenue and Lead Generation Version 1.0 – iPhone App (US & Canada) Launched: November , 2010 •Quick vacation search with live pricing and availability • Special offers • Ship information and web cams when available • Stateroom views and information • Destination and port of call information • Booking options (click to call, call us, e-mail quote) • FAQ • Latest News Version 1.1 – iPhone Application (International) Launched: December 2010 • Local language & currency for international countries • Customize start up menu by country • Europe destination broken down into more detail Created Roadmap for Mobile App •Product features/functionalities of later versions •Plan for Andriod App roll out schedule & CLIENT Confidential. ©2010 Keynote Systems, Inc. - Keynote P.6 6
  • iPhone App Launch – Success in iTunes Store • On launch, became very popular among travel enthusiasts, featured in ‘New & Noteworthy’ in iTunes store for 4 weeks • In league with Orbitz and Airbnb P.7
  • Destinations P.8
  • Ships P.9
  • Cruise Search P.10
  • Cruise Details P.11
  • Watch Ship Activities Live via Webcams & App P.12
  • New Purchase Funnel with less number of steps Select Departure Info Select Stateroom Category Select Your Stateroom Login/Continue as a Guest/ Other Guest information/Dining Preferences Review Your Reservation Complete Your Reservation Confirmation Page •Resulted in multi-fold increase in conversion ratio
  • Previous Booking Process Select Departure Info Select Stateroom Category Select Your Stateroom Review Your Reservation Login Other Guest Information Dining Preferences Terms and Conditions Complete Your Reservation Confirmation Page
  • Facebook Tripled the number of Facebook Fans in 8 months P.15
  • Facebook • Accomplished Extremely High levels of Fan base Engagement • Initiated Facebook Advertising in 2010 P.16
  • Facebook Tab Development for Digital Campaigns Example: Allure of the Seas Inauguration, showcasing Product and interactive Features for higher fan Engagement with brand P.17
  • YouTube High level of engagement and an passionate fan following P.18
  • YouTube •A Royal Caribbean guest shares his enthusiasm towards boarding Allure of the Seas in the future. •A viewer is excited about the Savoring the Competition video and asks Royal Caribbean to send him food! P.19
  • Twitter High level of excitement to engage with the brand •A follower expresses excitement about her upcoming cruise! •A follower was happy to see that Royal Caribbean engages with consumers through social media. •A follower appreciates the post-cruise blues content shared by Royal Caribbean. •Followers share their amazing experiences onboard Royal Caribbean cruises. P.20
  • Flickr •A viewer asks about the different locations shown in the photos of Haiti. •While browsing through the Royal Caribbean photo stream, a viewer asks about the current status of Haiti.
  • Launched Social Media / Online Video Hub Home Page
  • Royal Caribbean - Social Media Hub Online Videos with the ability To search videos by category or keywords P.23
  • Royal Caribbean - Social Media Hub Integration with Chairman & President’s Blogs P.24
  • Royal Caribbean - Social Media Hub Integration with other Social Networks – Facebook, YouTube, Twitter, Flickr etc. P.25
  • Digital Brand Innovation - Video Post Card Booth Led creation of Video Post card booth aboard Allure of the Seas Capability: Share Experience, Send Free Photo or Video Message to Friends & Family via Facebook from the ship while it is sailing in high seas and communication is expensive. Goal: Brand Marketing , increase Brand Awareness and Viral Marketing
  • Video Post Card Booth •First among any cruise lines •Results: Highly successful in its goals •Extremely complex Marketing Project using cutting edge technology as it required Satellite connectivity; communication between servers onboard ship and on land to communicate to Facebook •Featured in Ocean View Films – Royal Reunion movie; Watch YouTube Video http://www.youtube.com/watch?v=We0uBxnvTYU
  • Digital Marketing Campaigns- Examples Events: Partnership with Dreamworks Animation; Release of Shrek 4 & Megamind movies; Integrated campaigns done on websites and interactive media globally P.28
  • Microsites / Landing Pages for Digital Campaigns Event: Launch of Dreamworks characters on Ships •Led creation of highly Engaging Microsites and Landing pages for driving traffic from various Channels (Display Ads, Paid Search, SEO, Partner Links) P.29
  • Digital Marketing Campaigns- Examples Event: Oprah selected ‘Allure of the Seas’ as her Ultimate Favorite Thing • Led Integrated campaigns on websites and through interactive media (display ads, paid search, SEO) globally P.30
  • Digital Marketing Campaigns- Examples Event: Inauguration of new Ship ‘Allure of the Seas’ •Led Integrated campaigns on websites and interactive media (display ads, paid search, SEO) globally P.31
  • Global Digital Marketing Campaign (Pre-launch, Red Carpet event and Post launch) Movie Title: Allure of Love Directed by Jenny McCarthy Launch of Movie Title: Royal Reunion Directed by James Brolin (Branded Entertainment) P.32
  • Global Digital Marketing Campaign (Pre-launch, Red Carpet event and Post launch) • Display Ads, Paid Search • Online Video Channels (YouTube etc.) • Microsite • Social Media (Facebook, Twitter, Flickr) • Twitter Chat between Royal Caribbean fans with Stars on the day of release / Red Carpet event P.33
  • Search Marketing: Examples of improvements in Paid Search (PPC) •Say: Searcher located in Geo NY •Lead searchers to Geo-specific page •Result – Higher Conversion, Reduction in CPA 34
  • Search Marketing: Examples of improvements in Paid Search (PPC) •Search: “bahamas cruise” •Lead searchers to destination specific search page 35
  • Website Re-Design to drive revenue growth Goal: Improved Usability and better customer experience; Modernization of most visited sections of the website Some examples: •Re-Design of Cruise Search Widget •Up-sell Functionality •E-Mail information to others •Stateroom Category Selection Page •Interactive Progress Bar •Add features Click to Call, Web Chat etc. P.36
  • Home Page Re-Design Launched: December 2010 •Removal of Flash for Mobile devices optimization •Increase Revenue •Attract more customers with display of lead pricing After Re-Design *Representative numbers shown for demo purpose P.37
  • Home Page Re-Design •Personalized Home Page for customers already booked • Encourage to go to ‘Countdown to Cruise’ to engage and plan their cruise experience •Cross-sell products e.g. Shore Excursions After Re-Design *Representative numbers shown for demo purpose P.38
  • Re-Design of Cruise Search Widget Before Re-Design P.39
  • Re-Design of Cruise Search Widget Features: Intuitive; Auto elimination of choices; Advanced Search – More Options; Select Multiple Months etc. After Re-Design P.40
  • Quick Vacation Search Widget - Month Before Re-Design After Re-Design Resolved the problem when cruises over lapped over consecutive months and did not show in search results. Helped increased conversion and improved P.41 experience
  • Quick Vacation Search Widget – Departure Port • More intuitive; multi-selection (helped in case of ports located closely e.g. Miami & Ft. Lauderdale •Sorting based on IP Address e.g. If you are in UK, then Europe will be the first block of destination port bringing more relevance Before Re-Design After Re-Design P.42
  • Quick Vacation Search Widget - Ship New Design: • Better Organized; Much cleaner Design •Shows on top of Search Results Page; results change without re-loading page Before Re-Design After Re-Design P.43
  • Search Results Page Small font, less visual, hard to figure out Before Re-Design P.44
  • Re-design of Search Results Page *Representative numbers shown for demo purpose After Re-Design Advanced Search Widget on the top; so results change with selection using AJAX technology, customers could change and see various options quickly P.45
  • Re-design of Cruise Details Page Stateroom images were too small; not visually appealing Before Re-Design P.46
  • Re-design of Cruise Details Page Visually appealing; inspiring display of staterooms; Pricing bar for various dates for the same itinerary After Re-Design *Representative numbers shown for demo purpose P.47
  • Re-design of Cruise Details Page After Re-Design Attractive visual representation of rooms and cruise to excite visitors to book a cruise *Representative numbers shown for demo purpose P.48
  • Re-design of Destinations Section Before Re-Design After Re-Design More appealing, Modern look, Better Visuals & Copy, Clickable Maps using Web 2.0 technologies P.49
  • Re-design of Destination Pages (Example) Before Re-Design After Re-Design More appealing, Modern look, Better Visuals & Copy and more information to help customers get excited and reach decision to buy P.50
  • Re-design of Hot Deals Page Before Re-Design After Re-Design •Easy to find deals with right content to help customers get excited and reach decision to buy •Use of Web 2.0 technologies to help sort and find best suited deals P.51
  • New Functionality: Up-sell After Re-Design: Up-sell presented to the customer to increase revenue; based on stateroom availability Before Re-Design: Did not Exist P.52
  • New Functionality: E-Mail information to others Share Itinerary, Search results, Cruise Details, Compare Cruises, Booking Stateroom Selection Page, and Booking Confirmation •Current: Does not Exist P.53
  • New Functionality: Ability to Pay with Multiple Credit Cards Accommodate customers who might exhaust their credit limit on a single card Goal: Reduce Cart Abandonment *Representative numbers shown for demo purpose P.54
  • New Functionality: Ability to Hold/Book up to 4 Staterooms Extremely useful for small groups of friends and families (target demographic) Before Re-Design: Did not exist *Representative numbers shown for demo purpose P.55
  • New Functionality - Click to Call Connects phone to Contact Center on Entering its number on the website
  • New Functionality - Web Chat Ability to Chat for higher conversion
  • Crown and Anchor Society Loyalty Program Re-Launch Re-design of the Loyalty Section of the website to include new features (examples) • Branding, Change look and feel to match new program look. • Introduce new point system & tiers on the Home Page, history and through a calculator tool (converts cruises to points). • Add features like personalization (birthday, points to next tier, current or next cruise. •Introduce bring a friend program (US and International). •Add Crown and Anchor number look up in the booking process. • Introduced upgrade preference functionality. (US and International) Watch YouTube Video about Launch: http://www.youtube.com/watch?v=RxhRygZe2hU ©2010 Keynote Systems, Inc. - Keynote & CLIENT Confidential. P.58 58
  • Crown and Anchor– Home Page (Before Logging in) Before Re-Design Before Re-Design P.59
  • Crown and Anchor – Home Page (After Logging in) Before Re-Design After Re-Design P.60
  • Results of all these efforts • Brought accolades in an international global study and reported on Tnooz (well-known travel industry news website) • Only Royal Caribbean was considered as ‘Gifted’ among cruise lines and was ranked higher than travel industry leaders e.g. Sheraton (#17), Marriott (#18) and United Airlines (#21) etc.
  • Questions Contact: Vivek Saxena Senior Digital & Marketing Executive E-Mail: vsaxena2005@yahoo.com LinkedIn: http://www.linkedin.com/in/vivsax2100 Disclaimer: All the logos are the property of Royal Caribbean International and other parties e.g. Dreamworks Animation. The information in this deck is derived mostly from publicly available images on websites (Royal Caribbean websites, Social Media websites over a period of time). Attempt has been made that there is no confidential information pertaining to Royal Caribbean International. P.62