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

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

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

43. Sales  Revenue  Marketing https://youtu.be/FPfQMVf4vwQ

44. This is what we’ll have next… 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

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

Two Roads Hospitality Revenue & Reservations Conference Presentation #1

Two Roads Hospitality Revenue & Reservations Conference Presentation #1

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Two Roads Hospitality Revenue & Reservations Conference Presentation #1

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