The Power of Personalized Marketing for Travel & Hospitality

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6 ways to drive digital revenue using email, mobile, and social media for the travel & hospitality industry. This presentation was given at the TIANS Conference in Halifax, NS - Canada.

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  • *This slide is to be used in 1:1 sales engagements only. Before committing to use any of these clients as REFERENCES, please make sure that you have approval. Travel & Hospitality Focused SlideExactTarget has 215 Clients in the Travel & Hospitality Industry (as of Sept. 2012 https://na7.salesforce.com/00OA0000002uCWo)The list below outlines the ExactTarget products these clients use as well as how long they’ve been with ExactTarget. Company Name ET Product Beta/EAP Program Participation Service Entitlement Length of UseVegas.com Agency 3/31/2006Vail Resorts Enterprise 2.0 Premium Support 5/24/2010Hard Rock Hotel Las Vegas Enterprise 12/31/2008Travelocity Enterprise 2.0 Premium Support 4/1/2012Celebrity Cruises Agency Cincinnati Zoo Core 8/2/2004Trip Advisor Advanced Interactive Marketing Hub Beta 2 Platinum Support 9/27/2008Blue Mountain Resorts Advanced Interactive Marketing Hub Beta 2 7/23/2010Tourism Ireland Agency Wyndham Enterprise 2.0 Premium Support 6/29/2012Sage Hospitality Advanced 1/3/2012Hershey Entertainment & Resorts Company Enterprise 7/20/2005Expedia Enterprise Hub Reporting Beta 1 Platinum Support 7/23/2007Children's Museum Advanced Interactive Marketing Hub Beta 2 12/9/2009Classic Vacations Advanced 9/29/2009Western River Expeditions Advanced(Agency) Sterling Resorts Core 2/23/2006Museum of Science Boston Enterprise Interactive Marketing Hub Beta 2 6/29/2007Hotels.com Enterprise Hub Reporting Beta 1 Platinum Support 4/11/2005AAA Enterprise Audience Builder; IMHBeta 2; Trust Beta Platinum Support 12/15/2008Canadian Tourism Comm. Advanced 10/1/12 Oregon Museum Core 12/14/10of Science & IndustryRCL Cruises Ltd Enterprise 2.0 7/23/12
  • *This slide is to be used in 1:1 sales engagements only. Before committing to use any of these clients as REFERENCES, please make sure that you have approval. Airline Focused SlideExactTarget has 215 Clients in the Travel & Hospitality Industry (as of Sept. 2012 https://na7.salesforce.com/00OA0000002uCWo)The list below outlines the ExactTarget products these clients use as well as how long they’ve been with ExactTarget. Company Name ET Product Beta/EAP Program Participation Service Entitlement Length of UseBritish Airways SocialEngage 7/20/2011West Jet SocialEngage SocialEngage Social Signature Beta 6/26/2012KLM Enterprise 2.0 Platinum Support 9/1/2011Swiss SocialEngage SocialEngage Hide Beta; SocialEngage Social Signature Beta 12/23/2011Southwest Airlines SocialEngage 3/1/2011Air Canada SocialEngage 11/29/2011Alaska Airlines SocialEngage 12/6/2010Continental Airlines SocialEngage 5/9/2011Iceland Air Enterprise Interactive Marketing Hub Beta 2 Premium Support 9/29/2005JetBlue Airways SocialEngage 3/30/2012US Airways SocialEngage 3/12/2012Avant Air Advanced 12/8/2011Delta SocialEngage 12/30/2010Priceline Advanced Platinum Support 3/24/2008
  • How many people watch mad men?Typical of a generation but a type of marketer at the time
  • Three things on marketers place. It used to be just creative.
  • Satisfy the CustomerThe easiest, and possibly the most affordable, way to build customer loyalty is to satisfy the customer. Begin by implementing the most basic customer service rule: treat the customer the way you want to be treated when shopping. Ideas: Back in stock emails, customer survey emails
  • Below is the solution solutions to the common challenge of Creating Customer Loyalty. Solution: Acknowledge the customerInteract with your customers at every stage in the purchase lifecycle by providing information via SMS about destination hot spots, scheduling reminders, or travel alerts. Your objectives for creating brand loyalty may include: increasing the spending of existing customers, providing solid customer service, improving the natural churn rate of customers, creating brand evangelists, acquiring new customers, or shifting customers to higher margin products. Participate in one-to-one conversations and respond to customer complaints and questions on Facebook and Twitter. Leverage ExactTarget’s IMH Calendar to manage all digital communications and acknowledge the customer at both online and online events. This creates efficiency and keeps you organized. Tap into real-time reporting and Pulse Gadgets across all digital messaging channels with ExactTarget’s Interactive Marketing Hub to assess customer loyalty and interactions with your brand.Engage with your customers at every stage in the customer lifecycle.Build online and offline communities to strengthen your brand.Plan strategies for interacting with customers to fuel opt-ins and list growth. Use your staff and brand to create friendly customer service experiences in-store or online. Translate that value through welcome emails, discounted cross sell offers, or social media outlets. Engage with your customers at every stage in the email lifecycle; Provide information via the right channel about the next trip they want to book, provide a Facebook coupon for Liking your Facebook Page, or provide loyalty reward point updates via SMS. Utilize the real-time effectiveness of social media to offer more timely customer service and to comment on popular travel and hospitality topics that your customers talking about. Empower customers to choose how they want to interact with your business by encouraging them to share information via blogs or offer recommendations via SMS, Facebook, or Twitter. Use social and mobile customer experiences to create timely, dynamic content that will resonate back to them.
  • Client Success Example: Hotels.comProblem/Need/Goal: WelcomeRewards is the hotels.com loyalty program. After a customer has accumulated 10 nights, they can earn a free night. Customers in over 80 countries can participate in the program. Welcome Rewards members receive a Monthly Account Statement email which shows current balance, number of nights needed (to earn next reward night), additional account information, and provides links to current deals/offers. The previous design, though performing relatively well, had not been updated in over 2 years. By applying design techniques found in results from other recent successful tests, we generated a new creative design.Solution: The new design focuses on 3 key design elements:Length – Shorter creative design to focus on key information (and place it above the fold)MessagingPlaced more focus on the rewards (“earned”) messaging - how many more nights the customer has to stay before earning their next free night; also has a more prominent and better located call to actionDisplayed Welcome Rewards program branding more prominentlyStronger Call to ActionIntegrated “Book Now” button with all reward program messagingRemoved the Search BoxCreative design is also customized for every country, language and brand elements. Exact Target Functionality Utilized:Data ExtensionsContent AreasFilters – to build Audiences and drive Dynamic ContentPrograms – To send emails at the optimum time of day based on “local time”SQL queriesResult: 11% increase in unique clicks55% increase in gross revenue attributed to this email programCheck out these other Client Success examples in the Client Success Library related to this challenge:Iceland AirEat’n Park Dunn Bros Coffee Ted’s Montana Grill PF ChangsTaco JohnsSpeak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & HospitalityInteractions: ChannelsInteractions: Convert/GrowInteractions: AcquireInteractions: Reengagement FacebookTwitterSMSTriggered EmailCampaigns
  • Client Success Example: Vail ResortsProblem/Need:Vail Resorts was launching an interactive social initiative called EpicMix and needed a flexible email platform that they could send their real-time one-to-one personalized email updates through. Vail Resorts sees this program as a huge differentiator versus other resorts offering Season Passes and looked to grow brand loyalty. The EpicMix program involves Radio-frequency identification(RFID) enabled Season Passes for Vail, Beaver Creek, Breckenridge, Keystone, and Heavenly. As you enjoy your days on the slopes, you are tracked via the RFID embedded in the season pass. All of your lift runs and vertical feet skied are tracked and can be automatically shared to Facebook and Twitter and viewed on the EpicMix website or via a mobile app they created. Similar to Foursquare, EpicMix awards 100s of different pins that you receive by performing various milestones related to accomplishments, locations, and resorts skied. It was the real-time triggered EpicMix email alerts around pinawards and friend alerts that Vail Resorts needed a solution for.Solution: Vail Resorts leverages the ExactTarget API in conjunction with our ability to send dynamic triggered emails. These triggered emails contain dynamic content such as pin earned images that are passed via the API call when the email is triggered. Their API calls are fully automated with their RFID tracking system and saves them time by not requiring any manual interactions to send these emails.Result:Vail Resorts has experienced very high click thru rates (~8% CTR) and open rates (~46% OR) on these emails. & Vail has been able raise the price of their EpicPass and attributes the success of this campaign to initiatives like this that have allowed them to differentiate from the competition.EpicPass renewals are also up substantially since this program was launched which speaks to the enthusiasm and brand loyalty customers are showing toward Vail Resorts.Check out these other Client Success examples in the Client Success Library related to this challenge:Iceland Air Eat’n Park Dunn Bros Coffee Ted’s Montana Grill PF ChangsTaco JohnsSpeak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & HospitalityInteractions: ChannelsInteractions: Convert/GrowInteractions: AcquireInteractions: Reengagement FacebookTwitterSMSTriggered EmailCampaigns
  • Client Success: Expedia Problem/Need/Goal:When it comes to booking travel, Expedia is a leader in the industry. Their goals with email communications are to send timely relevant offers and transactions within a narrow window of time. Solution:Expedia came to ExactTarget for real-time transactional communications that would leverage any of their hundreds of data sets to drive true 1:1 message. On a daily basis the ExactTarget Services team helps makes sense of it all and deploys the industry’s most complicated, data rich communications. Result: Today, when timeliness of send is of the essence, ExactTarget sends over 1,000,000 emails an hour for Expedia incorporating no less than 150 dynamic elements. These dynamic elements are built from predictive modeling, optimal offers, abandoned searches, and alerts/notification data (amongst many others). Check out these other Client Success examples in the Client Success Library related to this challenge:Iceland Air (Automated Drip Campaign)Hotels.com (Rewards Program)Speak Relevantly to the Travel & Hospitality industry through other Client Success Stories:Go to Client Success LibrarySearch under these Filters: Travel & Hospitality Operations: Automation Technology: IntegrationsInteractions: Convert/GrowTriggered EmailCampaigns
  • The Power of Personalized Marketing for Travel & Hospitality

    1. Slide via JESS3
    2. Wanted to REDESIGN LOYALTYPROGRAMLaunched newly designed,PERSONALIZED MESSAGINGwith stronger call to action55% INCREASE in GROSSREVENUE and 11% increasein unique clicks
    3. Needed to grow skier’s BRANDLOYALTYCreated TRIGGERED EMAILALERTS that were personalized toskier’s lift runs and vertical feetskied8% CLICK THROUGH RATE and46% open rate
    4. Needed to send PERSONALIZED &IMMEDIATE OFFERSLEVERAGED HUNDREDS OF DATASETS to drive real time, 1:1messages1 MILLION + EMAILS SENT perhour for Expedia incorporating noless than 150 DYNAMICELEMENTS

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