Located at the Joie de Vivre in Washington DC this was the session on Thursday, March 1st at 2 pm

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

10. Right Moment

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

33. Don’t Re-Invent The Wheel

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

48. Google Trips App

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

80. Earn Loyal Advocates

81. Exceed Performance Across Every Metric

82. Grow Purposefully