How can the digital experience online best introduce guests to your hotel? And, how can you convert sales through highly relevant and profitable engagement? This discussion will address those questions, and delve into the signals you can use to identify individual preferences, trigger adaptive content, and measure results – all with different guest categories in mind (from frequent guests to first time visitors). Presented by Robert Cole, CEO, RockCheetah, Bill Linehan, CMO, Red Lion Hotels & Adele Gutman Milne, VP Sales, Marketing and Revenue, Library Hotel Collection at the Hospitality Sales and Marketing Association International (HSMAI) Digital Marketing Strategy Conference held Wednesday, February 17, 2016 at the New York Marriott Marquis.

1. Personalization & Customization: Pre-Arrival
Enhancing the User Experience For Fun & Profit
Adele Gutman Milne | VP Sales, Marketing & Revenue – Library Hotel Collection
Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels
Robert Cole | Founder – RockCheetah
Image Credit: Paul L Dineen (cc | flickr)

2. Session Overview
• Robert Cole | Founder - RockCheetah
– Customization v. Personalization
– Demographics v. Behavioral Signals
– A/B v. Multi-Variate Testing
• Bill Linehan | EVP & Chief Revenue Officer – Red Lion Hotels
– Dynamic Personalization
– Rewards Relationships
– Omni-channel Marketing
• Adele Gutman Milne | VP Sales, Marketing, Revenue – Library Hotel Collection
– Creating Product Distinctions
– Inviting Travelers To Customize Their Experience
– Preparing Your Team to Build Lasting Relationships

3. Demographics versus Behavioral Signals
• Demographics
– Quantifiable Characteristics Given to a Population (Who)
– Example: Location, Income, Gender, Race, Age, Education
– Helpful for Seeking Lookalike Audiences
• Behavioral Signals
– Different from Profile Data – Focus On Customer Intent (What)
– Example: Specific Web Pages Visited & Actions Taken Online
– May Involve Machine Learning/Predictive Analytics in Real-Time
Image Credit: Stuart Boreham (cc | flickr) Robert Cole · RockCheetah | 3

4. Customization versus Personalization
• Customization
– Explicit Signals - User Indicates Specific Preferences
– Example: Search for 2 Adults & 2 Children
– Adapt Experience Based on Individual Behaviors
• Personalization
– Implicit Signals – Based on Behaviors of Particular Group
– Example: Post Snowstorm Best Offer & Timing
– Anticipating What People Want, Without Being Told
Image Credit: James Cridland (cc | flickr) Robert Cole · RockCheetah | 4

5. A/B versus Multi-Variate Testing
• A/B Testing
– Compare Two Options
• A: Photo of Family at Pool | B: Photo of Family at Dinner
• X: Call to Action “Learn More” | Y: Call to Action “Save Now”
• Multivariate Testing
– Compare Options as Combinations (AX, AY, BX & BY)
• BX: Dinner Photo + “Learn More” May Convert Better
• Radically Different Results Based on Guest Persona/Itinerary
Image Credit: marta ... maduixaaaa (cc | flickr) Robert Cole · RockCheetah | 5

6. Bill Linehan | EVP & Chief Marketing Officer – Red Lion Hotels

7. Bill Linehan · Red Lion Hotels | 7HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

8. Bill Linehan · Red Lion Hotels | 8HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

9. (2.4)
1.3
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1.4 1.6 1.5
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11.1 10.5
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Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15
RevPak Continues to Drive RevPAR Growth
Bill Linehan · Red Lion Hotels | 9HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

10. Bill Linehan · Red Lion Hotels | 10HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

11. Bill Linehan · Red Lion Hotels | 11HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

12. Bill Linehan · Red Lion Hotels | 12HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

13. Bill Linehan · Red Lion Hotels | 13HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

14. Bill Linehan · Red Lion Hotels | 14HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

15. Bill Linehan · Red Lion Hotels | 15HSMAI Digital Marketing Strategy Conference | Personalization & Customization · Pre Arrival

16. Adele Gutman Milne | VP Sales, Marketing & Revenue
Library Hotel Collection

17. Adele Gutman Milne · Library Hotels | 17

18. EVERYONE HAS A STYLE: LET THEM CHOOSE A HOTEL THAT CAPTURES THEIR IMAGINATION
Adele Gutman Milne · Library Hotels | 18

19. EVERYONE HAS AN ASPIRATION: LET THEIR HOTEL CHOICE SAY THEY BELONG TO THE CLUB
Adele Gutman Milne · Library Hotels | 19

20. Adele Gutman Milne · Library Hotels | 20

21. EVERYONE HAS A PASSION: LET THEM CHOOSE A ROOM THAT SPEAKS TO THEIR HEART
Adele Gutman Milne · Library Hotels | 21

22. EVERYONE HAS A DREAM: MAKE IT EASY TO MAKE THEIR DREAMS COME TRUE
Adele Gutman Milne · Library Hotels | 22

23. INVITE THEM TO TELL YOU WHO THEY ARE AND WHAT THEY WANT
Adele Gutman Milne · Library Hotels | 23

24. EVERY BODY IS DIFFERENT: MAKE IT EASY TO CUSTOMIZE THEIR COMFORT
Adele Gutman Milne · Library Hotels | 24

25. EVERYONE NEEDS COMFORT: LET THEM CUSTOMIZE THEIR ENVIROMENT
Adele Gutman Milne · Library Hotels | 25

26. EVERY ONE HAS A SCHEDULE: RESPECT THEIR TIME AND HELP THEM GET COMFORTABLE
Adele Gutman Milne · Library Hotels | 26

27. Personalization & Customization: Pre-Arrival
Enhancing the User Experience For Fun & Profit
Thank You · Questions?
Robert Cole · RockCheetah | Bill Linehan · Red Lion Hotels | Adele Gutman Milne · Library Hotel Collection
Image Credit: Paul L Dineen (cc | flickr)