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Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Bringing the Tactical and Strategic: The
Convergence of Revenue Management and
Digital Marketing
Loren Gray CHDM
Founder / CEO
Hospitality Digital
Marketing
Please use this presentation template as you build your slides for the one and only, Two
Roads Summit!
• What’s included:
• 6 title slide variations
• 2 section break slide variations
• 17 content slide variations
• 12 of these incorporate the Purpose, these should primarily be used.
• 5 of these incorporate the different sections of the Strategic Roadmap and should only be used when
the topic you’re presenting on refers to that specific pillar of the Strategic Roadmap.
• Please update, edit and personalize your presentation deck for your purpose.
• To choose a different layout right-click on the slide, select “Layout” and choose.
• Remember, less is more on the actual slide. Use the “Notes” section for talking points!
INFORMATIONAL SLIDE
FOR YOUR USE
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
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 “Frequent Locations” and look at the
“History” section. Click on one of the area names to
see where you’ve been.
Sales  Revenue  Marketing
6
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Sales  Revenue  Marketing
8
@LorenGray
The Convergence of Revenue Management and Digital Marketing -It's no longer just talk
In most organizations, revenue management and marketing still exist as two separate departments with separate
reporting structures, technology systems, data sources, goals, and incentives. We identify the opportunities to
integrate revenue management and marketing decisions to optimize returns in real, actionable methods. Not in
the hypothetical, but in the practical world of now. First, we want to bring you up to speed as to what is really
happening in the world of digital marketing as it impacts hospitality. Then how it affects your world and
specifically your property.
Today’s marketing field is a different beast that requires much more than a designer’s eye for sensible color
schemes and good feeling ads always offering offers and discounts; it requires a skill set that is analytics-based
and ROI-driven. Sound like anyone you know?
Looking forward by looking where we have been
Right Moment
Let’s Start From The Beginning….
Sales  Revenue  Marketing
What are we trying to do
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.
Sales  Revenue  Marketing
This is how we define our guests
This is how most see the ‘cycle’ of our guests
Acquisition
Pre-stay
Engagement – (Stay)
Sales  Revenue  Marketing
Post stay
How can Revenue Management and
Digital Marketing create a symbiotic
relationship?
| Analysis
| Optimization
| Forecast
| Price
| Market
| Customer
| Distribution
| Challenges
| Consumers are
getting smarter
| The codependent
relationship with OTAs
| New market disruptors
surfacing everyday
| Customer
| Analysis
| Advertising
| Market
| Price
| Promotion
| Distribution
Sales  Revenue  Marketing
Digital Strategy – Guest Acquisition – The Really Short
Version
Stay Date
Research Date(s)
Timeline
Prime Booking WindowResearch Period LOS
January February March
Departure Date
Facebook Examples
Sales  Revenue  Marketing
Custom Audiences and
Look-Alike Audiences
Sales  Revenue  Marketing
In ten days
31 new memberships
Costing $1,248
Total Revenue -- $201,500
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)
Membership and Short Term Replacement
Sales  Revenue  Marketing
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
Daily & Long Term
Strategies
Sales  Revenue  Marketing
It’s not just about
campaigning…
Sales  Revenue  Marketing
Attribution and Socials Real Value
Path Analysis Report for a Non-Branded hotel
client.
 Of all conversions where Social was a part of the
discovery process by the consumer, 75% involved
other channel touchpoints (social probably
doesn’t get enough credit for driving bookings
that they do).
 Organic Search (and to a lesser degree Paid
Search) were integral parts of that journey.
 Again, another reason why a unified content
strategy will provide these people with a better
user experience that will improve engagement
and bookings – and through that should improve
rankings.
Social Engagement Does Not Occur In A Bubble
Exit intent by mouse movement to close the browser
Exit intent by hitting the command key to close the browser
Exit intent by being idle for 60+ seconds
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Sales  Revenue  Marketing
Value is more than just the one effort
 Giving content a more permanent home on an independent site page or brand.com or
on blog (or YouTube) means that the content can continue to provide engagement long
after the initial post.
 Admittedly a challenge to find the best content formats to do this with Brand sites.
437 Sessions
from
Facebook
Now for some
REALLY cool stuff…
Sales  Revenue  Marketing
To combine Sales, Revenue &
Marketing into one mind
Sales  Revenue  Marketing
New ways to look at Digital Marketing Data and
Revenue Management Strategies
Sales  Revenue  Marketing
Sourcing Data to Define Strategies with GTM
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Example of How a Digital Marketing Budget Should Look
Like
Sales  Revenue  Marketing
Merging Social, Analytics and Emails to Sales
Sales  Revenue  Marketing
Isolating under performing opportunities
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Don’t Re-Invent The Wheel
Four Statements
Websites will be a thing of the past
The Search Box will go away
“A.I.” will control your marketing
Sales  Revenue  Marketing
Video will become your only voice
Dynamic Websites
Sales  Revenue  Marketing
Websites will be a thing of
the past
Text goes here
Sales  Revenue  Marketing
Bots & API’s
Bots, bots and bots… what’s a ‘BOT’
Google & Apple --- UNLOCKED!!
Amazon Echo – From 16 to 280,000
Sales  Revenue  Marketing
Microsoft – first to be in Seven MILLION Cars
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
The Search Box will go away
Sales  Revenue  Marketing
Sales  Revenue  Marketing
This is what we have right now
Sales  Revenue  Marketing
Sales  Revenue  Marketing
Sales  Revenue  Marketing
https://youtu.be/FPfQMVf4vwQ
This is what we’ll have next…
Sales  Revenue  Marketing
Sales  Revenue  Marketing
MetaSearch
Sales  Revenue  Marketing
“A.I.” will control your marketing
Sales  Revenue  Marketing
Where’s
Brand.com?
The locations That Count
Google Trips App
Sales  Revenue  Marketing
Google Launched Cross Device Tracking
• Who you know
• What they did
• What they shared
• Is anyone around that
you know
• What was there
feedback there reviews
Sales  Revenue  Marketing
Urgency Messaging
“x rooms left”
option
Real Time Prices
Based on dates of
travel
Promotion Messaging
Property
Multi-property
option available
Brand Logo
Stars
Destination Messaging
Dynamic Creative Template for a Real Time Bidding Display Ad
Membership Link
Facebook Brings DAT Mainstream
We now have this…
Sales  Revenue  Marketing
2011
2017
Sales  Revenue  Marketing
Video, LIVE & ‘Stuff’
Sales  Revenue  Marketing
Four Current Stages of Visual Engagement
VR – Virtual Reality
AR – Augmented Reality
360 – Flat Screen View
Sales  Revenue  Marketing
LIVE – ummm Yeah
The AR Introduced to the World
Sales  Revenue  Marketing
The VR World Today
Sales  Revenue  Marketing
The 3600 World Today
Sales  Revenue  Marketing
The LIVE World Today
Sales  Revenue  Marketing
• Please view how Facebook is changing the internet..
• https://youtu.be/cR_XVGemAnw
• This is the whatsapp video from New York Times
• https://youtu.be/VAesMQ6VtK8
Video, presentation, links, resources
and Webinar are at…
Sales  Revenue  Marketing
https://www.HospitalityDigitalMarketing.com/two-roads
OR
Bit.ly/hdm2roads
•Assessing what you have – resources and
accesses
•What does all of those things do for you
•Who is handling each and how are they
responsible for it
•How is it being measured
•What are the various contributions
•What needs to get changed
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Two Roads Hospitality Revenue & Reservations Conference Presentation #1
Engage World-Class Talent to Build a Great Culture
Deliver Relevant and Differentiated Brand Experiences
Earn Loyal Advocates
Exceed Performance Across Every Metric
Grow Purposefully

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Two Roads Hospitality Revenue & Reservations Conference Presentation #1

  • 2. Bringing the Tactical and Strategic: The Convergence of Revenue Management and Digital Marketing Loren Gray CHDM Founder / CEO Hospitality Digital Marketing
  • 3. Please use this presentation template as you build your slides for the one and only, Two Roads Summit! • What’s included: • 6 title slide variations • 2 section break slide variations • 17 content slide variations • 12 of these incorporate the Purpose, these should primarily be used. • 5 of these incorporate the different sections of the Strategic Roadmap and should only be used when the topic you’re presenting on refers to that specific pillar of the Strategic Roadmap. • Please update, edit and personalize your presentation deck for your purpose. • To choose a different layout right-click on the slide, select “Layout” and choose. • Remember, less is more on the actual slide. Use the “Notes” section for talking points! INFORMATIONAL SLIDE FOR YOUR USE
  • 5. 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 “Frequent Locations” and look at the “History” section. Click on one of the area names to see where you’ve been. Sales  Revenue  Marketing
  • 6. 6
  • 8. Sales  Revenue  Marketing 8 @LorenGray The Convergence of Revenue Management and Digital Marketing -It's no longer just talk In most organizations, revenue management and marketing still exist as two separate departments with separate reporting structures, technology systems, data sources, goals, and incentives. We identify the opportunities to integrate revenue management and marketing decisions to optimize returns in real, actionable methods. Not in the hypothetical, but in the practical world of now. First, we want to bring you up to speed as to what is really happening in the world of digital marketing as it impacts hospitality. Then how it affects your world and specifically your property. Today’s marketing field is a different beast that requires much more than a designer’s eye for sensible color schemes and good feeling ads always offering offers and discounts; it requires a skill set that is analytics-based and ROI-driven. Sound like anyone you know?
  • 9. Looking forward by looking where we have been
  • 11. Let’s Start From The Beginning…. Sales  Revenue  Marketing What are we trying to do
  • 12. 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.
  • 13. Sales  Revenue  Marketing This is how we define our guests
  • 14. This is how most see the ‘cycle’ of our guests Acquisition Pre-stay Engagement – (Stay) Sales  Revenue  Marketing Post stay
  • 15. How can Revenue Management and Digital Marketing create a symbiotic relationship? | Analysis | Optimization | Forecast | Price | Market | Customer | Distribution | Challenges | Consumers are getting smarter | The codependent relationship with OTAs | New market disruptors surfacing everyday | Customer | Analysis | Advertising | Market | Price | Promotion | Distribution
  • 16. Sales  Revenue  Marketing Digital Strategy – Guest Acquisition – The Really Short Version Stay Date Research Date(s) Timeline Prime Booking WindowResearch Period LOS January February March Departure Date
  • 17. Facebook Examples Sales  Revenue  Marketing Custom Audiences and Look-Alike Audiences
  • 18. Sales  Revenue  Marketing In ten days 31 new memberships Costing $1,248 Total Revenue -- $201,500 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) Membership and Short Term Replacement
  • 19. Sales  Revenue  Marketing 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
  • 20. Daily & Long Term Strategies Sales  Revenue  Marketing It’s not just about campaigning…
  • 21. Sales  Revenue  Marketing Attribution and Socials Real Value Path Analysis Report for a Non-Branded hotel client.  Of all conversions where Social was a part of the discovery process by the consumer, 75% involved other channel touchpoints (social probably doesn’t get enough credit for driving bookings that they do).  Organic Search (and to a lesser degree Paid Search) were integral parts of that journey.  Again, another reason why a unified content strategy will provide these people with a better user experience that will improve engagement and bookings – and through that should improve rankings. Social Engagement Does Not Occur In A Bubble
  • 22. Exit intent by mouse movement to close the browser Exit intent by hitting the command key to close the browser Exit intent by being idle for 60+ seconds
  • 24. Sales  Revenue  Marketing Value is more than just the one effort  Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube) means that the content can continue to provide engagement long after the initial post.  Admittedly a challenge to find the best content formats to do this with Brand sites. 437 Sessions from Facebook
  • 25. Now for some REALLY cool stuff… Sales  Revenue  Marketing To combine Sales, Revenue & Marketing into one mind
  • 26. Sales  Revenue  Marketing New ways to look at Digital Marketing Data and Revenue Management Strategies
  • 27. Sales  Revenue  Marketing Sourcing Data to Define Strategies with GTM
  • 29. Example of How a Digital Marketing Budget Should Look Like
  • 30. Sales  Revenue  Marketing Merging Social, Analytics and Emails to Sales
  • 31. Sales  Revenue  Marketing Isolating under performing opportunities
  • 34. Four Statements Websites will be a thing of the past The Search Box will go away “A.I.” will control your marketing Sales  Revenue  Marketing Video will become your only voice
  • 35. Dynamic Websites Sales  Revenue  Marketing Websites will be a thing of the past
  • 36. Text goes here Sales  Revenue  Marketing
  • 37. Bots & API’s Bots, bots and bots… what’s a ‘BOT’ Google & Apple --- UNLOCKED!! Amazon Echo – From 16 to 280,000 Sales  Revenue  Marketing Microsoft – first to be in Seven MILLION Cars
  • 39. The Search Box will go away Sales  Revenue  Marketing
  • 40. Sales  Revenue  Marketing
  • 41. This is what we have right now Sales  Revenue  Marketing
  • 42. Sales  Revenue  Marketing
  • 43. Sales  Revenue  Marketing https://youtu.be/FPfQMVf4vwQ
  • 44. This is what we’ll have next… Sales  Revenue  Marketing
  • 45. Sales  Revenue  Marketing
  • 46. MetaSearch Sales  Revenue  Marketing “A.I.” will control your marketing
  • 47. Sales  Revenue  Marketing Where’s Brand.com? The locations That Count
  • 49. Sales  Revenue  Marketing Google Launched Cross Device Tracking
  • 50. • Who you know • What they did • What they shared • Is anyone around that you know • What was there feedback there reviews
  • 51. Sales  Revenue  Marketing Urgency Messaging “x rooms left” option Real Time Prices Based on dates of travel Promotion Messaging Property Multi-property option available Brand Logo Stars Destination Messaging Dynamic Creative Template for a Real Time Bidding Display Ad Membership Link Facebook Brings DAT Mainstream
  • 52. We now have this… Sales  Revenue  Marketing
  • 53. 2011
  • 54. 2017
  • 55. Sales  Revenue  Marketing
  • 56. Video, LIVE & ‘Stuff’ Sales  Revenue  Marketing
  • 57. Four Current Stages of Visual Engagement VR – Virtual Reality AR – Augmented Reality 360 – Flat Screen View Sales  Revenue  Marketing LIVE – ummm Yeah
  • 58. The AR Introduced to the World Sales  Revenue  Marketing
  • 59. The VR World Today Sales  Revenue  Marketing
  • 60. The 3600 World Today Sales  Revenue  Marketing
  • 61. The LIVE World Today Sales  Revenue  Marketing
  • 62. • Please view how Facebook is changing the internet.. • https://youtu.be/cR_XVGemAnw • This is the whatsapp video from New York Times • https://youtu.be/VAesMQ6VtK8
  • 63. Video, presentation, links, resources and Webinar are at… Sales  Revenue  Marketing https://www.HospitalityDigitalMarketing.com/two-roads OR Bit.ly/hdm2roads
  • 64. •Assessing what you have – resources and accesses •What does all of those things do for you •Who is handling each and how are they responsible for it •How is it being measured •What are the various contributions •What needs to get changed
  • 78. Engage World-Class Talent to Build a Great Culture
  • 79. Deliver Relevant and Differentiated Brand Experiences

Editor's Notes

  1. Have a good and happy life Forbes says it has the five reasons businesses fail….
  2. Stop doing this
  3. The measure adapt is the never ending story
  4. Take a total of followers in the room Tally it up and show the power of who you already have Go through some examples of the types of filters in facebook Geofencing Proximity targeting Banjo How to turn on even targeting of posts Who has access to there FB pages Why is social good for brand hotels – last unregulated place for them to put timely content up online Will have all this content online to share
  5. Don’t blitz anymore Three types of data in a radius local / visitor / traveler take business out of your competitor. Geofedia – calgary example Twitter triggers for responses or unhappy guests at your competitors Gravy targeting concert goes passing by your venue Beacons Messenger tools to push notify
  6. Direct channel discussion Mobile 58% it is the internet
  7. This is a way for branded and non branded to help themselves $28K additional
  8. Google data studio in there new 360 program it used to be called
  9. Magneto and the bridge being built right in front of him
  10. The opening of ‘Bots’ — Google / Apple / Amazon / Microsoft — why is this important? it allows developers to now use the voice commands of Google now / Siri / Alexa / Cortana  — googles new assistant / SIRI coming to your computer / Echo / and the internet of things coming to you home and cars…. Philly has the first Uber automous cars why is there a person behind the wheel? Whay are all the auto makers racing to build fleets of automous cars”? Henry ford said if he asked his future customers what they wanted they would have said faster horses
  11. Voice and inanimate objects
  12. For now we have…
  13. For now we have…
  14. Next we’ll have VIV ----- start at 2:10
  15. MetaSearch Cindy Estes just published an article on the growth and hidden value of MetaSearch http://hotelmarketing.com/index.php/content/article/the_rise_of_metasearch_and_its_effect_on_hotel_distribution
  16. https://get.google.com/trips/
  17. http://marketingland.com/google-cross-device-remarketing-launches-192819 REMEMBER TO HIT THE “PLAY” ON THE PLAY BAR AT THE BOTTOM LEFT OF THE SCREEN (USE MOUSE)
  18. Facebooks Dynamic Ad’s for Travel
  19. Remember watson? Meet Lucy Be careful of automation you become to reliant on it and forget how to do the work yourself How many still know how to perform a displacement analysis? Think of the price gouging report in florida, that was automated rev tools modifying price….. Got a lot of people in a lot of trouble
  20. 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook 
  21. Facebook.com/map its almost its own TV station example Hurricane Mathew 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook  facebook.com/livemap screen shot
  22. Sony’s new VR game just out Give example of AUS and the 360 campaign
  23. Show the real fly 360 Give example of AUS and the 360 campaign
  24. Facebook.com/map its almost its own TV station example Hurricane Mathew 100 million hours of video are being loaded onto Facebook everyday, 600 million for YouTube 3/4 of all video views are mobile over a billion active users a day on Facebook  Cisco says 75% of all mobile traffic will be video by 2020 20 minutes a day on Facebook  facebook.com/livemap screen shot
  25. What platforms are you using, what tools are available who has access to all of them