Developing a 360 customer journey with customer relationship marketing Tess Mattisson - Choice Hotels

4. Because this…
[All rights reserved Choice Hotels Europe. For internal use only]

5. …has become this...
[All rights reserved Choice Hotels Europe. For internal use only]

6. …and this.
“Friends, does anyone have
recommendations for good
food in Barcelona?”
#BarcelonaEats
barcelona best restaurants
[All rights reserved Choice Hotels Europe. For internal use only]

7. Brands becoming publishers
[All rights reserved Choice Hotels Europe. For internal use only]

11. Marketing has no geographical borders

13. As hotel brands, we’ve
been focusing on being
strong in the booking
phase

14. DREAMING PLANNING BOOKING EXPERIENCING
Expand online offering
from where we’re strong
TO WHERE CUSTOMERS ENGAGE

15. Becoming a travel partner for our European guests

16. TM

18. TRAFFIC
Social
channels
Influencer
blogs
Email
WiFi
TRAFFIC
Organic Search Optimization Content marketing
ChoiceHotels
.com
Editorial
Content
DREAMING
PLANNING
BOOKING
EXPERIENCING
A FULL ECOSYSTEM FOR CONTENT DISTRIBITION
[All rights reserved Choice Hotels Europe. For internal use only]

19. CONNECTED DIGITAL ECOSYSTEM
App
Review
Sites
TT6
Owned
DREAMING PLANNING BOOKING EXPERIENCING
Brand
App
Social
Email
Search
Display
Social
Social
Influencers
Social
Display
Search
Review
Sites
TT6
Youtube
Social
Influencers
Social
Influencers
Social
Brand
Display
OTAs
Social
Meta
Youtube
Youtube
Guide
Sites
OTAs
TT6
Guide
Sites
TT6
Paid Search SearchFacebook
Earned Review
Sites
Review
SitesSearchInstagram
Property

20. 1. DREAMING 2. PLANNING
TravelTop6™ content distributed across platforms designed to
spark interest and aid in planning
Remarketing and LAL
Audiences from the
TravelTop6™ site
TravelTop6™ lists used for
local recommendations
MEETING GUESTS IN THEIR CUSTOMER DECISION JOURNEY
PLANNINGDREAMING BOOKING EXPERIENCING

22. TM

24. In 2018, the second most read article
relating to destinations in France were
written in English, which demonstrates
that we are able to capture International
business opportunities

27. Base your strategy on your
customers passions, needs and behavior

28. Identify the platforms where your customers
are spending their time,
and tap into that conversation

29. Create content that adds value
…to them