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HSAMI EU Lunch Series Convergence of Revenue Management and Marketing for Hotels in the EU -- Presented by Loren Gray

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Presented at the Lloyd Hotel Amsterdam NL May 21st, 2019 by Loren Gray

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HSAMI EU Lunch Series Convergence of Revenue Management and Marketing for Hotels in the EU -- Presented by Loren Gray

  1. 1. HSMAI The Hospitality Sales and Marketing Association International Lunch Series
  2. 2. HSMAI EU – Convergence of Revenue & Marketing ‘Making it Work’ LOREN GRAY CHDM FOUNDER / CEO HOSPITALITY DIGITAL MARKETING
  3. 3. What are we talking about? In today's world, we constantly hear about convergence. The combining of Revenue Management practices with Marketing practices as well as Sales, but how exactly do you do that?. Are we really aware of what we are dealing with? Lets define where we are both in tech and it’s use. What can you do with all of’ it’? Case studies on real use- abilities and a definition of workflow. How can you make ‘it’ work? Methods, tools and processes. 01 02 03 04 What’s Happening In The Next Hour The HSMAI International Lunch Series Bit.ly/hsmaieu
  4. 4. WHAT’S NEXT… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI International Lunch Series
  5. 5. The HSMAI International Lunch Series LETS GET WARMED UP Open your iPhone’s “Settings” menu, select “Privacy”, then “Location Services”, then scroll all the way down to “System Services”. In System Services scroll all the way down to the bottom, press “Significant Locations” and look at the “History” section. Click on one of the area names to see where you’ve been.
  6. 6. 2:51 Hours A DAY The average time spent on smartphones is 171 minutes a day (2hrs 51mins) 4:33 Hours A DAY The average time spend on smartphones AND tablets is 261 minutes a day (4hrs 33mins) 1:16 Hours on Social Media The average user spends 76 minutes a day (1hr 16mins) on the top 5 social media apps 1 2 3 Massive interaction The average user will tap, swipe, click their phone 2,617 times a day Massive Daily Attention The average smartphone user checks their device 47 times a day / 17,155 a year. Daily Addiction 80% of smartphone users check their phone within 1 hour of waking or going to sleep, 35% of which will do within 5 minutes. 4 5 6 Perpetually Tethered Conversation killer! 85% of smartphone users will check their device while speaking with friends and family Hard Habit 47% of smartphone users have attempted to limit their usage in the past – only 30% of which feel they were successful We keep them close by 94% surveyed keep there mobile phone within 3 ft at all times even while sleeping 7 8 9 Smart Phones and Mobile The epicenter of communication opportunity every day
  7. 7. The HSMAI International Lunch Series In an American Express survey commissioned last year, consumers illustrated their demand for more enriched lives and personal fulfilment through experience and learning. Over 72 per cent of respondents said they would rather spend money on experiences than things. Further, 88 per cent said travel is the number one dream on their life’s bucket list, ranking higher than family or wealth.
  8. 8. WHAT’S NEXT… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI International Lunch Series
  9. 9. 9 Lets Take a moment for Some Feedback. Open your phone | Tablet | Laptop and go to www.Menti.com 01 Se the Code 86 04 79 02 Enter you selection 03 The HSMAI ConferenceThe HSMAI International Lunch Series
  10. 10. WHAT'S NEXT… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI International Lunch Series
  11. 11. Group dropped 14 days out for entire weekend (62% of Occ) • Took arrivals list and made a custom audience • Took last years in-house list same time made a custom audience • Made a custom audience based on a radius of 150 miles (drive market) • Put all three together for an ad featuring those specific dates, (making the arrivals list a negative) Group Short Term Replacement The HSMAI International Lunch Series
  12. 12. Stealing Market Share and Driving Local Business Gender: Female Age: 24 - 34 Relationship Status: Single Interest: Live Music Located: Within a 5-mile radius Scheduled to Post: Friday @ 5 pm & 9 pm Meeting Initiative F&B Initiative The HSMAI International Lunch Series
  13. 13. WHAT’S NEXT… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI International Lunch Series
  14. 14. 14 Lets Take a moment for Some Feedback. Open your phone | Tablet | Laptop and go to www.Menti.com 01 Se the Code 86 04 79 02 Enter you selection 03 The HSMAI ConferenceThe HSMAI International Lunch Series
  15. 15. WHAT’S NEXT… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI Phoenix Chapter
  16. 16. LIMITED. IN THE BEGINNING…. Ummmmmmm………….
  17. 17. The HSMAI International Lunch Series Define your purpose for each effort; • Event • Business Cycle • Membership / Loyalty / frequency program • Content • Consumer sentiment Define your demographics for each effort; • Persona’s • Position • Company affiliation • Geography • Interests • Behaviors Define your timeline for each effort; • When is the content to be distributed • When is everything (content, images, links, tracking for all) is to be ready for use • What channels are to be used • Who needs to be approving and when
  18. 18. The HSMAI International Lunch Series Content Creation Approval Process Timeline Creation Tracking Creative Ideas Channel Choices Live AD Schedule EVENT Live Post Schedule
  19. 19. MARKETING RESOURCE TOOLS  Google Analytics  Google Data Studio  Google Ads  Google My Business  Google Search Console  Google Trends  Google Training  Bing Analytics  Bing Ads  Bing Training  Linkedin  Insights  Organic  Paid Ads  Navigator  Training  Facebook  Business Manager  Blueprint Training  Twitter  Paid  Organic  Pinterest  Paid  Organic  Instagram  Paid  Organic  Retargeting  Proximity Marketing  CRM -- Emails  3rd Party Services  Primarily API’s  Software Services The HSMAI International Lunch
  20. 20. TOOLS TO USE FOR STRATEGY Albacrose - tracking companies who visite your site by filters SocialInsider - Social research of comps Adobe Spark - free visual graphics Powtoons - animations and presentations SocialStudioFX - templated social sized image creation Doodly - sketch drawings Vidyoze- custom cinema graphics Videoremix - custom inserted email videos Owox - AI forecasting Snip.ly - make shared links you gather data and ad a link Bit.ly- make custom short links WhatAGraph - make great image-based reports Stepshot (Xerox learning fix) Clipman-- may AI video Ad’s Kingsumo - make contests Fleeq Promorepublic - social content generator Awario -- influencer finder and all things online monitor Visme.co - awesome grpahics creator Trendsmap -- live review of whats being used in your location Plannable -approval based social posting on one site Designbold - great rich media creator Salesflare - great lead tracker and contact follower Rocketium -- make videos Quriobot - custom bot and logic creator for your website Newoldstamp - custom signature creator Bookafy - custom appointment scheduler 24 sessions -- custom video meetings planner with a recorder Dubb - for video email inserts Woven Calendar for multi- person time picks Brandzooka - actual video commercials on sites and tv stations Engageform -- for contest and surveys and quizzes and live engagement Banjo - social media hunting by location WebTextTool – amazing page content writer iSpionage – Compset tool Spyfu – Online comp-set tool A360 – ADA compliance service ADA compliance tool https://wave.webaim.org/ GDPR toolkit – Findthatlead – monthly draw of leads Appsumo – refereal link https://appsumo.com/r/kvc xayt/ Product hunt – site for new tools The HSMAI International Lunch
  21. 21. TOOLS TO USE FOR STRATEGY  Albacrose - tracking companies who visite your site by filters  SocialInsider - Social research of comps  Adobe Spark - free visual graphics  Powtoons - animations and presentations  SocialStudioFX - templated social sized image creation  Doodly - sketch drawings  Vidyoze- custom cinema graphics  Videoremix - custom inserted email videos  Owox - AI forecasting  Snip.ly - make shared links you gather data and ad a link  Bit.ly- make custom short links  WhatAGraph - make great image-based reports  Stepshot (Xerox learning fix)  Clipman-- may AI video Ad’s  Kingsumo - make contests  Fleeq– Training and presentations  Promorepublic - social content generator  Awario -- influencer finder and all things online monitor  Visme.co - awesome graphics creator  Trendsmap -- live Twitter of what’s being used in your location  Plannable -approval based social posting on one site  Designbold - great rich media creator  Salesflare - great lead tracker and contact follower  Rocketium -- make videos  Quriobot - custom bot and logic creator for your website  Newoldstamp - custom signature creator  Bookafy - custom appointment scheduler  24 sessions -- custom video meetings planner with a recorder  Dubb - for video email inserts  Woven Calendar for multi- person time picks  Brandzooka - actual video commercials on sites and tv stations  Engageform -- for contest and surveys and quizzes and live engagement  Banjo - social media hunting by location  WebTextTool – amazing page content writer  iSpionage – Compset tool  Spyfu – Online comp-set tool  A360 – ADA compliance service  ADA compliance tool https://wave.webaim.org/  GDPR toolkit –  Findthatlead – monthly draw of leads  Appsumo – refereal link https://appsumo.com/r/kvcxayt /  Product hunt – site for new tools SOCIAL CREATIVE RESEARCH PRODUCTIVITY SALES MARKETING The HSMAI International Lunch Series
  22. 22. The HSMAI International Lunch Series FACEBOOK
  23. 23. The HSMAI International Lunch Series LINKEDIN
  24. 24. The HSMAI International Lunch Series TWITTER
  25. 25. CRM WORK FLOW The HSMAI International Lunch Series
  26. 26. The HSMAI International Lunch Series TOOLS IN A FLOW First Steps 1. Identify all platforms, channels, and resources (website, affiliations etc.,) 2. Identify current tracking capabilities for all platforms used, (FB Pixel, Twitter Pixel, Linkedin Insights pixel, Google GA and GTM shell- all for website) Event tracking conversion software 3. Define ‘point of truth’ scheduling and posting software and who has access and authority.
  27. 27. The HSMAI International Lunch Series TOOLS IN A FLOW First Steps Continued.. 4. Create a full calendar of all aspects all efforts, (events, business cycle, membership / loyalty / frequency, Content, consumer engagement) 5. Decide for each what channel is to used and by whom, who creates what, with final authority of who pulls the trigger 6. Identify goals assigned to each effort, (Occupancy,/Revenue, membership increase, community recognition, etc.,)
  28. 28. RESOURCES  Fuel Travel Podcast  This Week In Hospitality Digital Marketing Live Show  Tim Peter Podcast  Social Media Marketing Podcast  Search Talk Live  Koddi’s Blog  Flip.to’s Blog  HSMAI’s Blog and Newsletter The HSMAI International Lunch Series
  29. 29. WRAP UP… Section 1 Segment 1 – What are we talking about? Segment 2 – Are we really aware of what we are dealing with? Feedback Segment 3 – What can you do with all of’ it’? Feedback Segment 4 – How can you make ‘it’ work? Final Q/A @LORENGRAY @HSMAIEU #MakeItWork The HSMAI International Lunch Series
  30. 30. THANK YOU “For The Privilege of your time” @LORENGRAY Bit.ly/hsmaieu The HSMAI International Lunch Series

Presented at the Lloyd Hotel Amsterdam NL May 21st, 2019 by Loren Gray

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