2. Bringing the Tactical and Strategic:
The Convergence of Revenue
Management and Digital Marketing
Loren Gray CHDM
Founder / CEO
Hospitality Digital
Marketing

3. Thank You To Our Series Partner

4. Something to Consider

5. CHRM The M is For Marketing
Sales  Revenue  Marketing
5
@LorenGray

6. Looking forward by looking
where we have been

7. Let’s Start From The Beginning….
Sales  Revenue  Marketing
What are we trying to do

8. Today
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.

9. 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

10. Sales  Revenue  Marketing
This is how we define our guests

11. This is how most see the ‘cycle’ of our
guests
Aquisition
Pre-stay
Engagement – (Stay)
Sales  Revenue  Marketing
Post stay

12. 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

13. 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

14. Facebook Examples
Sales  Revenue  Marketing
Custom Audiences and
Look-Alike Audiences

15. 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

16. 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

17. Daily & Long Term
Strategies
Sales  Revenue  Marketing
It’s not just about
campaigning…

18. 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

19. Be careful of sharing
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

21. 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

22. Now for some
REALLY cool stuff…
Sales  Revenue  Marketing
To combine Sales, Revenue &
Marketing into one mind

23. Sales  Revenue  Marketing
New ways to look at Digital Marketing Data and
Revenue Management Strategies

24. Sales  Revenue  Marketing
Sourcing Data to Define Strategies with GTM

25. Digital Marketing Budget
‘Ground Level’

26. Example of How a Digital Marketing Budget
Should Look Like

27. Sales  Revenue  Marketing
Merging Social, Analytics and Emails to Sales

28. Sales  Revenue  Marketing
Isolating under performing opportunities

29. Data is Everywhere

30. Don’t Re-Invent The Wheel

31. 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

32. Dynamic Websites
Sales  Revenue  Marketing
Websites will be a thing of
the past

33. Bots & API’s
Bots, bots and bots… what’s a ‘BOT’
Google & Apple --- UNLOCKED!!
Amazon Echo – From 16 to 28,000
Sales  Revenue  Marketing
Microsoft – first to be in THREE MILLION Cars

35. The Search Box will go away
Sales  Revenue  Marketing

36. Sales  Revenue  Marketing

37. This is what we have right now
Sales  Revenue  Marketing

38. Sales  Revenue  Marketing

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

40. This is what we’ll have next…
Sales  Revenue  Marketing

41. Sales  Revenue  Marketing

42. MetaSearch
Sales  Revenue  Marketing
“A.I.” will control your marketing

43. Sales  Revenue  Marketing
Where’s
Brand.com?
The locations That Count

44. Google Trips App

45. Sales  Revenue  Marketing
Google Launched Cross Device Tracking

46. Facebook City Guides
• Who you know
• What they did
• What they shared
• Is anyone around that
you know
• What was there
feedback there reviews

47. 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

48. We now have this…
Sales  Revenue  Marketing

49. 2011

50. 2017

51. Sales  Revenue  Marketing

52. Video, LIVE & ‘Stuff’
Sales  Revenue  Marketing

53. Four Current Stages of Visual
Engagement
VR – Virtual Reality
AR – Augmented Reality
360 – Flat Screen View
Sales  Revenue  Marketing
LIVE – ummm Yeah

54. The AR Introduced to the World
Sales  Revenue  Marketing

55. The VR World Today
Sales  Revenue  Marketing

56. The 3600 World Today
Sales  Revenue  Marketing

57. The LIVE World Today
Sales  Revenue  Marketing

58. Links We Discussed
• 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

59. Video, presentation, links, resources
and Webinar are at…
Sales  Revenue  Marketing
https://www.HospitalityDigitalMarketing.com/rocet
OR
Bit.ly/hdmrocet

60. Where to Start
• 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

61. THANK YOU
63
@LorenGray
“For the Privilege of your time”