This document summarizes a webinar about driving loyalty through personalized guest experiences. The webinar discussed how guest expectations have changed and personalization now shapes hospitality. It also discussed how Hersha Hotels uses behavioral mapping and integrations between its CRM, booking engine and property systems to recognize repeat guests and provide personalized perks. Travel Tripper and Pegasus discussed how their expertise in integrating loyalty programs with booking engines allows for personalized online loyalty experiences, such as welcoming guests by name and showing tiered rates. The webinar emphasized that a seamless, personalized experience throughout the entire guest journey is key to driving loyalty.

1. Celebrate and Nurture Your Guests
Drive Loyalty Through a Personalized Journey
Webinar | May 22, 2019

2. Welcome to Our Webinar
Nicola Graham
Director of Marketing,
EMEA & APAC
Cendyn
Anthony L. Scotland
Director, Strategy
& Special Projects
Hersha Hospitality Management
Michael Linton
Director, Business Development &
Legal Counsel
Travel Tripper & Pegasus
Michael Bennett
SVP, Global Marketing &
Business Development
Cendyn

3. Agenda
● The State of Personalization in Enhancing the Guest Journey
● Hersha’s Goals and Innovation in Driving Customer Loyalty
● Travel Tripper & Pegasus’ Expertise in Integrating with Loyalty Programs
● Q&A

4. The State of
Personalization
PART 1

5. Guest expectations have changed
Over 50% of internet users said it would take just one bad
experience with a company in the travel sector before
they switched.
Source: Lithium, “The path to Happy Customers” conducted by The Harris Poll, March 20, 2017

6. In a world of big data, personalized
experiences now shape the hospitality
industry

7. 62% of online adults have chosen,
recommended or paid more for a brand
that provides a personalized service or
experience
ustomer Experience In Hospitality: Embrace Customer Data And Elevate The Guest Experience,” Forrester, November 2015

8. Travel is no longer just about getting to
the destination,
it’s about the journey

9. Nurture
Booking Pre-stay Arrival
Stay. Work.
Play.
Post stayRe-engage
Search &
discovery
The Travel Journey Has Evolved to Include
Multiple Data Touch-Points

10. With antiquated & disparate systems,
how do hoteliers align with this shift to
drive success?

11. Communication
automation
Enhanced guest
profiles
ACTIONDATA IMPACT
Business intelligence
& analytics
Put Your Guests at the Heart of What You Do Using
3 Pillars
DATA
Enhanced guest
profiles

12. Global Profile
A single version of truth is
only realized when all
disparate data is managed in
CRM
Apps
PMS
Social
Partners
GSS
Call
Center
POS
CRS
Loyalty
Activitie
s
Web
Mobile
?

13. Golf interest
Spa interest
Business
Europe guests
VIP guests
Local guests
Apps
PMS
Social
Partners
GSS
Call
Center
POS
CRS
Loyalty
Activitie
s
Web
Mobile

14. Source: Cendyn internal data.
• Email clicks for segmented
automated emails were 17% vs
5% for generic newsletters
• Open rates for segmented
automated emails were 47% vs
25% generic newsletters

16. YOUR FAVORITE FLAVORS

18. Source: TripAdvisor data collected on behalf of Cendyn’s CRM for independent &
boutique hotels - Guestfolio
• TripAdvisor identified that 74% of
hotels using Cendyn maintained or
improved their TripAdvisor ranking
position since starting Review
Collection
• 10% of those hotels now occupy the
No. 1 ranking in their region

19. ● Retarget your guests
through different channels
● Use third party data to
target the right guests, with
the perfect message

20. ● Use your brand to entice guests to
come back
● Use bespoke offers, encouraging
those who previously booked with
an OTA to book direct

21. Year Property NameStay StatusMonthFilters
Guest trends

22. KPI Examples
● VIP scoring
● New vs returning guests
● OTA channel shifting to direct
● Confirmation email click through rate
● Guest satisfaction rate

23. Putting This Shift Into Practice
• Work collaboratively across your teams
• Determine your strategy
• Set objectives as an organization
• Put in place the team leads
• Set in stone your KPIs

24. Hersha’s Goals &
Innovations
PART 2

25. The Drawback of a Disconnected Platform
Brand.com
Booking
Engine
(Travel Tripper)
Booking Engine
(Travel Tripper)
CRM
Guest History & Recognition Guest Arrival

26. Lack of Guest Recognition Through
User Experience
Fragmented experience: unable to communicate guest history
through the website and booking engine experience.
Fenced offerings without disrupting purchase experience.
Members are not recognized throughout process, creates
confusion.

27. Not Recognizing or Rewarding Guests
for Positive Purchase Behavior
Unable to recognize potential champions and high value guests.
Missed opportunity to foster true brand loyalty and drive higher
lifetime spend from guests (particularly leisure).
The customer experience is just as important as points or financial
rewards to secure customer loyalty
We want to make our guests to feel special and recognized with
experiential benefits (vs. monetary rewards).

28. A Connected Experience
Brand.com Booking Engine
(Travel Tripper)
Guest Arrival
CRM
Guest History & Recognition

29. Drive True Personalization Throughout
Each Interaction with the Brand
Direct booking incentive (Best Rate Guarantee).
Dynamic fenced rates and perks based on guest
purchase history and profile data.
Simplified repeat bookings and member recognition
creating a stronger path to guest retention.

30. Enhance On-Property Experience
for Each and Every Guest
Instant recognition of members and repeat guests.
Place key guest profile information at the fingertips of every
associate.
Instant perks to guests based on purchase history.
Direct communication prompt for OTA guests to improve
chances for direct conversion on future stays.

31. Right Perks. Right Time. Right Guest.
Provide pleasant surprise and retention incentive with
experiential one-time perks based on guest history
Requires a seamless experience throughout the booking
process
The key is to develop tier-specific reinvestment principles,
understand stay occasions & purchase habits as well as
studying demographic information to find the right mix of
perks
Develop scalable methodology that can be customized based
on region, service level and hotel offerings

32. Recency: 90 Days, Frequency: 10,
Spend Level: High
Our very best guests. They form a small
percentage of our customer but are much
more likely to book a suite, snack from the
mini-bar or frequent our outlets.
Champions
● Primarily business travelers
● 10 day average booking window
● Live in one of three key markets: New
York, Los Angeles and Chicago
● Tend to be a younger, female guest
Recency: 6 Months, Frequency: 6,
Spend Level: Low
The bread and butter of our property. They
are a reliable guest that loves the city and
uses the hotel as their home away from home
on the weekends.
Loyalists
● Love to arrive in Friday night and rarely
stay longer than two nights at
● Hunts discounts, much more likely to
purchase via a Brand Promotion
● A high number of married couples
between 45 - 54
Recency: 1 Year, Frequency: 6, Spend
Level: Low
Once considered a loyalists, they may have
moved across the country or were solicited by
a competitor. Now is the time to ramp up your
retention efforts.
At Risk
● Leisure driven and previously stayed one
weekend every 3 months
● Rarely travel alone, their most popular
room type is our Deluxe Double Queen
● Parking Package is best rate plan
● Record lowest GSS scores
Behavior Mapping

33. Behavior Mapping
Room score creates a more equal playing field with
hotel types and tiers.
Provide long-term guide to highlight which guests
deserve extra attention, perks, sweeter offers and
opportunities to increase consumer retention
Utilize Lookalike Modeling
● Study demographics and key indicators to
capture important clients and inform marketing
efforts.:
○ geographic, gender, families etc

34. Scale + Localize

35. Creating a
Personalized
Loyalty Program
PART 3

36. Loyalty Programs in the Travel Industry
Big Brands do it…
OTA’s do it….
Airlines do it…
Who is including loyalty in the booking process?

37. A Loyal Hotel Guest Comes From More Than Just a
Loyalty Program
● A hotel loyalty program should be an
extension of the service level extended
to your guests while on property
● The booking experience should be
personalized and clearly communicates
to your guest that they are valued

38. Travel Tripper & Pegasus’ Initial Exposure to
Personalized Loyalty Programs
Customer Loyalty in the Gaming Industry:
• Customer loyalty was a key element in shaping Las Vegas
• Casino hosts and dealers knew their players names, their
drink, and what they played
• Customers who played enough with the casino were
given complimentary drinks, meals, entertainment, and
lodging
• This made customers feel special and appreciated,
motivating them to return

39. Addressing the Challenge With Creating Personalized
Loyalty for Casino Guests Today
Primary Task- Create strong interfaces
between core systems:
For many casino resorts, casino players
have to call the hotel to book casino rates
and promotions, using valuable call center
resources to complete the transaction.
In today’s environment, casino players
must be able to do this online

40. Making Casino Loyalty Programs Available Online
For a casino, the booking engine must have the
ability to handle Comps, this requires:
● Allowing casino customers to log-in using their
player card number and pin
● Interfacing with gaming technology vendors like
Scientific Games, Aristocrat Technologies, IGT,
Konami, etc.
● Displaying a room as comp to the customer but
passing a rate to the PMS for accounting purposes
● The ability to blend multiple rate plans and apply
multiple player accounts to qualify offers
● The ability to redeem player offers from the casino
management system

41. The Evolution of Guest Loyalty: Hotels vs. Casinos
Traditional Hotel Loyalty:
Number of stays/room nights translates to points
earned in loyalty program
Goal to drive repeat business through point
redemption and discounted rates
Improve service on property by getting to know more
about the hotel guest
Traditional Casino Loyalty:
Comps and discount offers based on player’s Average
Daily Theoretical (ADT)
Casino offers deployed monthly via direct mail and
email marketing campaigns
Offers must be redeemed within 30-60 days of being
deployed since many are event driven (e.g. slot
tournament)
Modern Loyalty
Offers are more personalized and flexible
Total onsite spend, including: Spa, F&B, shopping, and other areas is being
considered
The need for seamless integrations between core hotel systems is more
important now than ever

42. Hersha Loyalty Program
Managed through Cendyn
Reserved through Travel Tripper & Pegasus
Making Modern Hotel Loyalty Programs Available Online

43. Encouraging Guest Loyalty
Loyalty Login/Sign Up
Loyalty Program Branding
Advertise Loyalty Program Price without
Login

44. Providing a Personalized Online Loyalty Experience
Welcome by name
Showcase the Tiered Loyalty Rate
Reinforce Loyalty Program Branding
Merchandise Special Rates

45. Providing a Personalized Online Loyalty Experience
Logged in customer: Guest name is read-only for a user that is logged in and receiving a special
loyalty rate under a member profile.
Customer that is not logged in: Confirmation page provides one final chance to login or enroll in
loyalty program to receive special discounted rate.

46. What’s Next?
Take the Personalized Online Experience to the Next Level
Personalize the booking
experience throughout the
customer journey
Bring personalized
messaging to the hotel
website with TT Web and
Conversion Plus

47. Q&A

48. Thank You!
● Please send any additional questions or comments to
marketing@traveltripper.com
● Webinar recording and presentation will be available to all attendees and
non-attendees within 24 hours