Webinar: Marketing and Technology Strategies Transforming Travel

1. Marketing and Technology
Strategies Transforming Travel
July 25, 2017

2. Y O U R P R E S E N T E R S
Sergio Restrepo
VP, Global Digital
Marketing Services,
Lionbridge
Danica Wong
Direct & Email
Marketing Manager,
Hawaiian Airlines
Ted Wham
VP, Vertical Industry
Solutions, Oracle
Marketing Cloud

3. Today’s digital traveler
is well connected
yet easily distracted.
We live our digital lives
in micromoments.

4. Micromoments
There are hundreds of these everyday:
I-want-to-get-away moments
a.k.a. "dreaming moments"
Time-to-make-a-plan moments
a.k.a. "planning moments"
Let's-book-it-moments
a.k.a. "booking moments"
Can't-wait-to-explore moments
a.k.a. "experiencing moments"
How do we increase our stickiness?

5. Be there.
Be fast.
Be creative & culturally fit.
Be useful.

6. 10.4
BE THERE
A multiscreen travel world has its challenges.
It’s not just about what you control –
paid, owned, earned, and social.

7. BE FAST
88%
of travelers with smartphones would
switch to another site or app if yours
doesn’t load at a proper speed.

8. and Culturally Fit
BE CREATIVE
Creativity meets language and culture.
It’s not just about translation.
Have you heard about transcreation?

9. BE USEFUL
Any time.
Any region.
Any device.

10. Intelligent content strategy is
now at the heart of the digital
marketing ecosystem – paid,
owned, earned, social
Marketing Technology
Culture
Personalization
Creating a content reuse
strategy is key for global
environments.

11. Shift from words
to images to video
3 in 5 travelers who watch
online video use it to narrow down their
brand, destination or activity of choices.

12. Technology
MARKETING
Centralized cloud solutions on the lookout for the singular customer view.
Personalization is the goal.
Choosing a truly global content management system (CMS) is now a key
component for global success in the lookout for personalization.

13. 9 10OUT OF

14. This is how one travel company is
navigating these challenges, and the
technology they’re using to help
The successful brands of tomorrow
will be those that have a strategy for
understanding and meeting consumers'
needs in these micro-moments.

15. Hawaiian Airlines
Overview

16. All communication
should reinforce brand
Destination Carrier
serving the State
of Hawaii
Guests should
experience Hawaii before
physically arriving
Practice Hawaiian
values that are unique
to our host culture
Authentic Hawaiian Hospitality

17. Hawaiian Islands
North America
Japan
Korea
China
Australia
New Zealand
MARKETS WE SERVE

18. • 7 Websites
• 229 Email templates
in 5 languages
• 10 Social Media
Channels in 4 languages
• Digital banner ads in
multiple markets
COMMUNICATING WITH
Our Guests
EN
JP
KR
EN
JP
KR
EN
JP
CN CN

19. CREATING AND
Distributing Content
Brand Style Guide for written
and visual language
• Accommodate cultural differences
• List translated products, services and common
phrases
Asset management tool stores images
and files
• Used by agency partners and internal teams
• Completed Ads added to spark inspiration
Email Style Guide / Modular Template Library
• Specific needs for dates, amounts outlined in
style guide
• Modular library enables flexibility
Collaboration is important
• Collect in-market team feedback
• Content creators share
new initiatives

20. SAMPLE
Social Media
Japan
Fly Brisbane to
Honolulu. Enjoy
authentic Hawaiian
hospitality in our
new Island-inspired
Premium Cabin.
Hawaii’s official
nickname is the
#AlohaState but we
are also commonly
known as the
#RainbowState!
Happy #AlohaFriday
アロハ！
羽田、成田、関西空港発着の全ての便
でハワイアン航空の新しいビジネスクラ
ス、プレミアム・キャビンをご利用いただ
けるようになりました。
次回のハワイ旅行は、ちょっと贅沢に、
180度水平になるフルフラットシートで快
適な空の旅でお出かけしてみては？
Aloha! We are now able to use
the new business class of
Hawaiian Airlines for all flights
from Haneda, Narita and Kansai
airport. The next trip to Hawaii is
a bit of luxury, 180
degrees horizontal in
a comfortable flight.
Happy Aloha Friday! レインボー・ステ
イツの愛称でも親しまれているハワイよ
り、皆様に虹をお届けします。 さて、ここ
でアンケート！ ハワイで過ごす時間、ど
ちらがお好みですか？ ①日中アクティブ
にショッピング&観光！ ②寄せては返す
波の音を聞きながらまったり過ごす♪
Time spent in Hawaii, which one
do you prefer? 1) Shopping and
sightseeing activities during the
day 2) Pause and listen to the
sound of the returning wave.

21. MAKING IT WORK
Together
EmailWebsite Social Media

22. KEYS FOR OUR SUCCESS
Website content readily available
• Landing page with price point available to Email, Digital, Social
• New destination content refreshed periodically and translated
Emails use modular templates
• Allows for straight translated content when appropriate
• Other modules can be tailored by market
Social media works to understand
cultural expectations
• Work closely with in-market teams to
tailor content
• Use engagement data to identify successful posts

23. Oracle Marketing Cloud

24. • Lionbridge does a fabulous job with translation
and transcreation
• But implementing multiple language variants
creates chaos unless an orderly production
process can be used
• Lionbridge has created a direct AppCloud
integration to the Oracle Marketing Cloud
Responsys platform to systematize the execution
of multiple language versions
• This integration allows Modern Marketers to more
finely tune their marketing messages to drive
greater relevance and ROI
INTRODUCTION

25. • A Tight comp of the email marketing
message generated by your design team
• Should show full content and verbiage
• Should be composed in whatever is the
primary language for your business
COUNTRY_CODE:US
LANGUAGE_CODE: en-US
{FirstName}, where will you go next? | View Online
FLIGHTS | HOTELS | DEALS | GEM
Sign in to GEM Rewards → Your Miles: 26,324 Carat Level: Ruby
WEEKLY SNAPSHOT
FOR THE FARE INFORMED
{FirstName},
Vacation the smart way — find the best fares
available departing from Atlanta Hartsfield-
Jackson International Airport (ATL), right
here, every week.
FIND FLIGHTS →
New York City this FLIGHTS FROM The City by the Bay FLIGHTS FROM
fall $235 calls $316
The best deals to the Big Apple, Leave your heart in San Francisco?
available for a limited time only It's calling you to come back!
DREAM — AND FLY! → CHECK PRICES →
THE BASE
LANGUAGE TEMPLATE

26. Same message as before but this time the
content that will be translated is identified
COUNTRY_CODE:US
LANGUAGE_CODE: en-US
{FirstName}, where will you go next? | View Online
FLIGHTS | HOTELS | DEALS | GEM
Sign in to GEM Rewards → Your Miles: {Miles} Carat Level: {Level}
WEEKLY SNAPSHOT
FOR THE FARE INFORMED
{FirstName},
Vacation the smart way — find the best fares
available departing from Atlanta Hartsfield-
Jackson International Airport (ATL), right
here, every week.
FIND FLIGHTS →
New York City this FLIGHTS FROM The City by the Bay FLIGHTS FROM
fall {Price} calls {Price}
The best deals to the Big Apple, Leave your heart in San Francisco?
available for a limited time only It's calling you to come back!
DREAM — AND FLY! → CHECK PRICES →
FIELDED BASE
LANGUAGE TEMPLATE

27. {FirstName}, where will you go next? | View Online
FLIGHTS | HOTELS | DEALS | GEM
Sign in to GEM Rewards → Your Miles: {Miles} Carat Level: {Level}
WEEKLY SNAPSHOT
FOR THE FARE INFORMED
{FirstName},
PUTTING THOSE FIELDS
In a Data Table

28. ADDING ADDITIONAL
Country and Language Variants

29. {FirstName}, où allez-vous ensuite? | Voir en ligne
AVIATION | HÔTELS | OFFRES | GEMME
Connectez-vous à GEMME Rewards → Vos milles: 26 324 Niveau Carat: Rubis
INSTANTANÉ SEMAINE
POUR LA FARE INFORMÉ
{FirstName},
Vacances à la manière intelligente - trouvez les
meilleurs tarifs disponible au départ d'Atlanta
Aéroport international de Hartsfield-Jackson (ATL),
ici, chaque semaine
TROUVER LES VOLS →
New York City cet VOLS DE Le' City by the Bay' VOLS DE
automne 212 € faire appel 284 €
Les meilleures offres pour le 'Big Apple' Laissez votre coeur à San Francisco?
Disponible pour un temps limité seulement Il vous appelle à revenir!
RÊVERIE — ET VOLER! → VOIR LES PRIX
• Here the Country Code of FR and
the Language Code of fr create a
version appropriate for France
• Note the use of accented
characters
• Note the formatting of numbers
and currency symbols
COUNTRY_CODE:FR
LANGUAGE_CODE: fr
THE VERSION FOR
FRANCE

30. • Here we have the Russian version
• Note how much longer the words
and phrases are – make sure your
design supports this need!
COUNTRY_CODE: RU
LANGUAGE_CODE: ru
THE VERSION FOR
RUSSIA {FirstName}, куда ты пойдешь дальше? | Смотреть онлайн
ПОЛЕТЫ | ОТЕЛЬ | СДЕЛКИ | ГЕММА
Войдите в ГЕММА Награды → Ваши мили: 26 324 Уровень Карат: Рубин
ЕЖЕНЕДЕЛЬНЫЙ СНАПОР
ДЛЯ ОБЕСПЕЧЕННОЙ ИНФОРМАЦИИ
{FirstName},
Отпуск умный путь - найти лучшие тарифы
Доступны вылетающие из Атланты Международный
аэропорт Хартсфилд-Джексон (ATL), прямо здесь,
каждую неделю
НАЙТИ ПОЛЕТЫ →
Нью-Йорк этой ПОЛЕТЫ ОТ Вызов ПОЛЕТЫ ОТ
осенью 15 510 ₽ «City by the Bay» 20 856 ₽
Лучшие предложения для «Big Apple», Оставьте свое сердце в Сан-Франциско?
только ограниченное время Он призывает вас вернуться!
МЕЧТА — И ЛЕТАТЬ! → ПРОВЕРИТЬ ЦЕНЫ →

31. This Simplified Chinese version
shows that ideograms can also
be supported
COUNTRY_CODE:CN
LANGUAGE_CODE: zh-cmn-hans
THE VERSION FOR
CHINA
{FirstName}, 你下一步去哪里？| 在线查看
航班 | 旅馆 | 提供 | 宝石
登录创业板奖励计划 → 你的英里：26,324 克拉层 : 红宝石
每周快报
为了获得通知
{FirstName},
以智慧的方式度假 - 找到从亚特兰大
哈茨菲尔 德杰克 逊国际机场（ATL）
出发的最佳票价，每周都在这里。
查找飞行→
纽约市今年 飞行距离 "City by the Bay" 该 飞行距离
秋天 ¥1,551
电话 ¥2,106
“Big Apple”的最佳交易， 离开你的心脏在旧金山？
仅限于有限的时间 它叫你回来！
梦想和飞行！ → 检查价格 →

32. GOTCHAS TO BE
ON THE LOOKOUT FOR
• Long words that may exceed available space
– US / en-US: Insurance companies providing legal protection
– DE / de: Rechtsschutzversicherungsgesellschaften
• Languages that require lots of space to express a concept
– US / en-US: The quick brown fox jumps over the lazy dog
– GR / el: Η γρήγορη καφέ αλεπού πηδάει πάνω από το τεμπέλικο σκυλί
– IN / ml: പിേറ്റന്ന് ്രബൗൺ േഫാക്സ് അലസനായ നായ്ക്ക് മുകളിലൂെട ചാടി
• Number, currency symbol and position, date, and day format variations
– US / en-US 123,456.99 $123,456.99 7/21/2017 Tuesday
– FR / fr 123 456,00 123 456,00 € 25/07/2017 Mardi
– IT / it 123.456,00 € 123.456,00 25/07/2017 Martedì

33. • Creating content in your readers’ languages makes
your messages easier to consume and understand
• This recipient-centric approach drives revenue and
profitability
• With Lionbridge’s new AppCloud integration to Oracle
Marketing Cloud Responsys, Modern Marketers will
have a way to elegantly manage
hyper-personalization of language variants in a
production-efficient manner
SUMMARY

34. Sergio Restrepo
VP, Global Digital
Marketing Services,
Lionbridge
@RestrepoNow
Danica Wong
Direct & Email
Marketing Manager,
Hawaiian Airlines
@D_S_Wong
Ted Wham
VP, Vertical Industry
Solutions, Oracle
Marketing Cloud
@tedwham
Thank you
QUESTIONS