Presentation delivered by Paul Stephen of Sagittarius and Chris Nash of Sitecore at Travel Technology Europe Exhibition 2016, Accelerate Theatre, Wednesday, 24th February 2016

1. What is Digital
Personalisation inTravel
and Why Should I Care?
TravelTechnology EMEA
February 24, 2016
Chris Nash
Business Optimisation Consultant, Sitecore

2. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
2
What shapes our experiences?
Increasingly,
technology creates context.

3. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
3
Post
Experience
Experience
Accomm-
odation
TransportBookSearchInspiration
Each step is shaped by context. The more contextual – the more potential.
Personalization Fuels Context

4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
4
What is Digital Personalization?
“Creating memorable, relevant, and
fruitful customer experiences by
presenting targeted content and calls
to action based on implicit and explicit
preferences.”

5. 5

7. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
7
Example of Digital Personalization Journey – Part 1

8. 8

9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
9
Example of Digital Personalization Journey – Part 2

10. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
10
Why ShouldYou Care?
E-consultancy
average sales uplift for companies
personalizing web experiences
+19%
What areas of travel industry will experience most disruption?
(35% - traveler – and their behaviors and preferences)

11. 60% increase in conversions
2 planes filled per minute

12. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
12
Personalization Barriers
Marketers use an average
of 15 siloed data sources,
resulting in inconsistent
customer experiences
of marketers with a single-customer
database reported the data they collected
was “very useful” in creating a single
view of the customer
70%
PERSONALIZATON IS DIFFICULT BECAUSE DATA IS SCATTERED
Forrester Consulting 2015 Forrester Consulting 2015

13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
13
Essential Ingredients – Unique CX Data for Each Individual

14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
14
Collect
Data
Connect
Data
Marketing’s Single View of Customer
Website visits Campaigns Social
CRM
OutcomesGoals
Onsite Actions
ERP
eCommerce
Channels
Inspiration Consider Purchase Utilize
Marketing’s Central Platform
Experience
Database
In the Moment
Profile Data
Data History
Connection Data
Personalization & Data
CX Data & Personalization
Profiling

15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
15
Getting Started: what / where / how to personalize – step by step
Objectives Segments Goals
Data
Content
InsightsJourneys
Personalization RulesComponents
Goals
Increase Revenue
Impact pages
CTA’s
Premium Request Quote
Organic SearchLanding pages
Get Quote Premium
If landing page and
Organic Search

16. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
16
And Finally -Why ShouldYou Care Even More?
E-consultancy 2015
92%of companies that use website personalization gain
conversion uplift. An increase of 14% YoY.

17. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Paul Stephen C.E.O.
@SagittariusMktg #Sitecore #TTE

18. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
clients.
@SagittariusMktg #Sitecore #TTE

19. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
the business case.
@SagittariusMktg #Sitecore #TTE

20. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
200,000
visits
2,000
orders
1%
conversion
rate
£1,000
aov
how do we increase revenue?
@SagittariusMktg #Sitecore #TTE

21. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
400,000
visits
4,000
orders
1%
conversion
rate
£1,000
aov
increase visits.
@SagittariusMktg #Sitecore #TTE

22. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
200,000
visits
4,000
orders
2%
conversion
rate
£1,000
aov
improve conversion rate.
@SagittariusMktg #Sitecore #TTE

23. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
200,000
visits
2,000
orders
1%
conversion
rate
£2,000
aov
increase aov.
@SagittariusMktg #Sitecore #TTE

24. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
in reality, it’s a combination.
@SagittariusMktg #Sitecore #TTE

25. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
250,000
visits
3,125
orders
1.25%
conversion
rate
£1,280
aov
visits, conversion and aov.
@SagittariusMktg #Sitecore #TTE

26. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
› Best Use Of Mobile
› Best Travel and Hospitality Site
› Best DMS Deployment
› ROI Award
› Overall Winner
Best Website User
Experience
Best Tour Operator
Website
Best Sports Travel &
Tourism Website
Best Travel & Holidays
Ecommerce
@SagittariusMktg #Sitecore #TTE

27. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
what is personalisation and
why should I care?
@SagittariusMktg #Sitecore #TTE

28. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
but personalise what?
@SagittariusMktg #Sitecore #TTE

29. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
data is the key.
@SagittariusMktg #Sitecore #TTE

30. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
segmentation (not personalisation).
@SagittariusMktg #Sitecore #TTE

31. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
the challenge?
@SagittariusMktg #Sitecore #TTE

32. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
data builds over time.
explicit data
implicit data
@SagittariusMktg #Sitecore #TTE

33. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
digital growth acceleration.what can we
learn from the
real world?
@SagittariusMktg #Sitecore #TTE

34. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
what is marketing?
@SagittariusMktg #Sitecore #TTE

35. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
@SagittariusMktg #Sitecore #TTE

36. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
sell not promote.
@SagittariusMktg #Sitecore #TTE

37. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
it’s all about
the experience.
@SagittariusMktg #Sitecore #TTE

38. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
the whole journey?
@SagittariusMktg #Sitecore #TTE

39. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
200,000
visits
2,000
bookings
1%
conversion
@SagittariusMktg #Sitecore #TTE

40. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
@SagittariusMktg #Sitecore #TTE

41. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
all the channels at all stages.
› Website
› Email
› SEO & PPC
› Social Media
› Direct Mail
› Point of Sale
› 3rd Party Advertising
› 3rd Party Referrals
› Apps
@SagittariusMktg #Sitecore #TTE

42. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
more than
a ticket.
@SagittariusMktg #Sitecore #TTE

43. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
social media strategy.
% of social conversations
1% 3% 1% 1%
23% 27%
I need a
holiday!
Where
should I go?
I want to go
to…
I booked
my holiday!
On
holiday…
Back home
37% of people are
motivated to make a
travel purchase based
on a customer review
@SagittariusMktg #Sitecore #TTE

44. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
create raving fans.
@SagittariusMktg #Sitecore #TTE

45. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
using personalisation to
reduce the friction.
@SagittariusMktg #Sitecore #TTE

46. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

47. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
200,000
visits
2,000
bookings
1%
conversion
@SagittariusMktg #Sitecore #TTE

48. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

49. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
reducing the friction.
@SagittariusMktg #Sitecore #TTE

50. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

51. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
22%
lower
bounce
rate
7%
increase
holiday
searches
32%
increase
hotel &
packages
@SagittariusMktg #Sitecore #TTE

52. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

53. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
107%
improvement
in sign ups
@SagittariusMktg #Sitecore #TTE

54. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

55. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
55%
increase
online
booking
16%
growth
in
business
@SagittariusMktg #Sitecore #TTE

56. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
you should care.
it works.
start with analytics.
know your customer.
the whole experience.
use all the channels.
recap.
@SagittariusMktg #Sitecore #TTE

57. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
thank you.
Chris Nash
cna@sitecore.net
Paul Stephen
paul@sagittarius.agency
Sitecore
Stand T33
@SagittariusMktg #Sitecore #TTE