Tnooz Adobe Webinar 15June

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How travel and hospitality brands
can win the customer experience
Tnooz Webinar
Thursday 15 June 2017

Your hosts
Tnooz Webinar
Martin Cowen
Moderator
Kevin May
Producer

Your panel
Tnooz Webinar
Julie Hoffmann
Adobe
Joshua Eli Young
Valtech

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How Travel & Hospitality Brands Win the Customer
ExperienceJulie Hoffmann – Head of Industry Strategy & Marketing, Travel & Hospitality

Card Catalog in the
main
reading room of the
Library of Congress,
circa 1940
Last printing
10/1/2015 ending
an era of 150
yearsSource: American Libraries: The Evolving Catalog, 1/4/2016

Explosion from 2011-2016
26%
are looking to fill a
CMT role in the
next 12 months
66%
of marketing teams
have a Chief Marketing
Technologist (CMT)
today

Mobile Passport Scanning
iBeacons and smart watch integration at the
gate
eInk Bag Tag
Automated Boarding
Airport SMS Ancillary Offers
Wayfinding/Real-time
maps
Onboard Ordering Portal
Mobile Hotel
Checkin &
Room Selection
Transformation of the end-to-end Experience is Digital

Econsultancy / Adobe
Digital Intelligence
Briefing
Importance of digital marketing over the next few years
Optimising the
customer journey across
multiple devices
71%
TrainingTeams in
new techniques,
channels &
desciplines
58% 66%Ensuring
consistency of
message across
channels

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
How Travel & Hospitality rank strategic priorities in 2017
9
4%
11%
16%
14%
54%
8%
22%
24%
23%
22%
14%
22%
21%
29%
13%
26%
55%
61%
66%
89%
Programmatic buying /
optimization
Mobile
Cross-channel marketing
Data-driven marketing
Customer experience
First choice Second choice Third choice Econsultancy / Adobe
Digital Intelligence
Briefing

Experience Drives the Desire to Travel
Source: Adobe Digital Insights -TravelTrends
TRAVEL REASONS BY SHARE OF MENTIONS (GLOBAL, JAN 2016 –
MAR 2017)
SOURCE: ADOBE SOCIAL
BUCKET LIST CULTURE WORK HONEYMOON/ANNIVERSARY RELAX PARTY ECO LEARNING
3%
0% 100%
3%
5%
8%10
%
15
%
26
%
30
%

The Experience Enterprise of Travel
Would you rather
spend your disposable
income on a travel
experience or material
objects?
75
69.8 69.1
67.6
64.8
62
58.7 58
25
30.2
31.9 32.5
35.2
38
41.3 42.1
Mexico Spain Japan U.S. U.K. Brazil Germany France
Travel Experience Material Objects
Source:
Skift

49% of people
say a holiday
brings them more
happiness than
their wedding day
Source: HotelNewsNow: November 29, 2016 – Study shows travel is the secret to happiness (Global research funded by Booking.com)

51% prefer
traveling over
going on a date
with a partner

34%
more likely to
receive a bonus

PUPPY
ANESTHESI
A
CRYING
CHILD
POLIC
E CAR
FLIGHT
UPGRAD
E
ZIP LINE SURFING
DOLPHIN
S
Emotion Chamber and Travel

50
online
searches
38 sitevisits
12 reviewsread
15 weeksofresearch
AverageTraveler
Online
Transformation of Booking
Source: Amadeus 2016

Transformation of Booking
65%
internetusers
researchtravel
online
AverageTraveler
Online
142M
digitaltravel
researchers
(US) 118M
travelbookers
54%
booktravelonline

79%
Scrolling through
beautiful pictures
of accommodations

61%Enjoy
reading
reviews
about
theiraccommodations

87%
Have a surge
of happiness
when it’s the
first day of a
holiday and
seeing their
rooms for
the 1st time

Happiness and loyalty across the guest lifecycle
Awareness
Imagine
GUEST ENGAGEMENT
LIFECYCLE
ENGAGEMEN
T
Explore
Experience Share & Relive
Book
Enrich
Happiness
Advocacy
Your Opportunity
Experience
Investment /
Harmonisation
GAP
EXPERIENCE
INVESTMENT
Retention
Win-back
Happiness Loyalty

New Inventory continues to unlock destinations for demographics

Airports investing in infrastructure to support new inventory and customer
experience

Airports evolve into a full-fledged experience

Airline/Airport Comfort continues…

Airports investing in infrastructure to support real time service

Hotel Industry and Disruption of the Travel Model
Market Cap
= $30B
$34B
Market Cap
$19B
Market Cap
$9.5B
Market Cap
$12B
Market Cap
Copyright: Maxxasatori

Localization and the sharing economy for services continues…

Digital disruption in the car rental industry
#AdobeSummit @JulieHoffmann
As Uber’s social
mentions climbed to
6 million from March
2016 to December
2016, online car
rentals declined by
-28%
Online car
reservations drop
by -2% for every 10%
increase in Uber social
mentions
2M
6M
0
4M
40%
120%
0%
80%
MAR2016 SEPT2016 MAR2017
ADI CAR RENTAL BOOKING INDEX VS UBER SOCIAL
MENTIONS (GLOBAL, ONLINE ORDERS)
SOURCE: ADOBE ANALYTICS AND ADOBE SOCIAL
ADI CAR
RENTAL INDEX
UBER

The Rise of the Cruise
CRUISE ONLINE VISIT GROWTH SINCE APRIL 2014
(GLOBAL)
SOURCE: ADOBE ANALYTICS
0%
100%
25%
50%
25%
75%
JAN2014 JAN2015 JAN2016 MAR2017
98% GROWTH
SINCE JANUARY 2014
Visitation has almost
doubled in the last 3 years.
(32% YOY Growth
in Q1 2017)

Eight major hotel
chains have
experimented with
providing a VR
experience within
the last six months
AR, VR and Wearables Emerge as New Travel Industry Disruptors
Q1 2016 Q1 2017
7,820
8,800
Q1 2016 Q1 2017
3,690
5,320
13%
INCREAS
E
YOY
TRAVEL & AUGMENTED/VIRTUAL
RELATY MENTIONS (GLOBAL)
TRAVEL & WEARABLE MENTIONS (GLOBAL)
44%
INCREAS
E
YOY

26%
25%
23%
15%
6%
5%
Engaging audiences through virtual or augmented reality
Internet ofThings / connected devices e.g. wearables, audience
tracking
Utilizing artificial intelligence / bots to drive campaigns and
experiences
Enhanced payment technologies e.g. mobile wallets, e-receipts
Voice interfaces e.g. Amazon Echo, Google Home
Other
Company respondents most exciting prospect for 2020?

New Devices Usher in the 4th Wave of Navigation Norms
11/1/2015 1/1/2016 3/1/2016 5/1/2016 7/1/2016 9/1/2016 11/1/2016 1/1/2017
UP 8x
VR DEVICE
SALES
UP 50x
SMART
HOME
ASSISTANT
SALES

The highest emphasis in terms of improving the customer experience?
Econsultancy / Adobe Digital Intelligence Briefing
23%
23%
16%
13%
7%
6%
5%
4%
3%
Valuable
Personalized and relevance
Easy to understand
Safe and reliable
Consistent across channels
Fast
Fun / fulfilling
None of the above
Mobile-friendly

In 2017 data will be the
only way to win and
compete in the
experience business of
travel.
54% expect their spending on
data and related services to go up
in 2017

Importance in using data to optimize customer experience
Use online data
to optimize the
online
experience
46%
Use offline data
to optimize the
offline
experience
39%
Econsultancy /Adobe Digital Intelligence Briefing

Importance of understanding Mobile Users
Understanding how
mobile users
research & buy
products
50%
Econsultancy /Adobe Digital Intelligence Briefing
Understanding
when & where
customers use
different devices
45%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
52%
TRAVEL INTERACTIONS
NOWTAKING PLACE ON
MOBILE
-Adobe Digital Insights, ‘16
“$1.7B in sales on our mobile
sites and mobile app. 70%
growth again this year.”

Source: OpenMarket, “Chatbot Survey,” Jan 17,2017
US and UK Mobile Device
Users WhoWould Find
Responding* to Hotel
Companies viaText
message Useful, Dec
2016
% of responders
8.8%
notatalluseful
37.2%
somewhatuseful
54%
veryuseful

56%
55%
51%
50%
50%
49%
48%
46%
46%
45%
Social media marketing
Content marketing
Personalization
Video advertising
Lead generation
Marketing analytics (including testing)
Mobile marketing
Email marketing
Marketing automation
Search engine optimization (natural search)
Proportion of companies planning to increase budgets for the following digital
marketing channels or disciplines in 2017

What is the primary way your organisation will seek to differentiate itself from
competitors?
29%
17%
17%
17%
6%
5%
3%
3%
3%
Customer Experience - enhancing our reputation for
brilliant service across all touchpoints
Product / service innovation
Customer Service - enhancing our reputation for brilliant
service across all touchpoints
Product / service quality
Joining up online / offline experiences - ensuring
consistency across virtual and physical worlds
Mobile - catering to mobile shoppers - buyers
Price
Convenience e.g. fast delivery, in-store pickup, buy
online return-to-store etc.
None of the above

Building an Intuitive Customer Journey
JoshuaYoung–Valtech, SeniorVP, General Manager - Chicago

an environment of convenience
in a vertical focused on the connected traveler
hospitality
transportation
retail
travel
agency
food &
beverage
airline
entertainment
airport
connected
traveler
hotel
the bigger picture

observations
Poor WIFI
No digital
engagement
on property
Slow physical check in
and out process
Picked up phone
for all in-room
services
Difficult to book
restaurant and
entertainment No loyalty
loop for new
booking
our personal journey

customer journey overview
pre-stay stay post-stay loyalty
shop
pack
taxi
travel
check-in
in-person greeting
personalized extras
dining
entertainment
exercising
pool side
in-room services
check-out
survey
taxi
receipts
rewards
special offers
elite customers
partnerships
social sharing
inspiration
booking
airlines
hotel selection
rental car
housing critical experiences within an integrated ecosystem
the bigger picture
plan

customer journey overview
physical
pre-stay stay post-stay loyalty
analyzing customer engagement through journey
the bigger picture
plan
desktop
mobile
digital signage
IoT
X
X
X
X
X
X
X
X
XX
X
X
X
X
X

customer journey
demo seen through v-hotels

Pre-arrival email
notification
Room upgrade up-sell
for wallet share
Reservation
search and view
Authenticated home
screen
Pre-arrival mobile
check-in
Anonymous
inspiration
homescreen
pre-arrival phase
the customer journey
maximizing digital engagement

+ Automated changes for
digital signage
+ Monitoring and management
of multiple signs on location
+ Touch screen kiosks for
interactions
+ Consistent Experience
through customer journey
Digital Signage Screens
49

Hotel arrival
notification
Digital in-room
services
Property services
feed
3rd party integration
opportunities
Digital concierge
dashboard
Contextual
personalization
on-premise arrival

Cord cutting media
application
Ad integration for
mobile CTA
In-room TV
integration
Monetizing video
experience through
targeted ads
Opportunity to
understand
customer
Video content
curated
digital video disruption

3rd party
opportunity for
ticket booking
Added value through
digital
IoT integration
for service
requests
Contextual feed
updates
Consistent
branding across
devices
Updated
journey feed
with itinerary
in-room integrations

1) Contextual Personalization
2) Digital Channel Optimization
3) Centralized Experience Management

Step 3: Live Agent
Another click connected David to a live
sales rep looking at the same pages as
David.The rep was able to explain the
difference between leasing and
buying.
The Loyalty Loop
Source: David C. Edelman And Marc Singer, HBR.org
CLASSIC JOURNEY
In the classic journey, consumers engage in an extended
consideration and evaluation phase before either entering into the
loyalty loop or proceeding into a new round of consideration and
evaluation that may lead to the subsequent purchase of a different
brand.
NEW JOURNEY
The new journey compresses the
consider step and shortens or entirely
eliminates the evaluate step, delivering
customers directly into the loyalty loop
and locking them within it.
Consider
BUY
START
NEW
JOURNEY
START
CLASSIC
JOURNEY
THE
LOYALTY
LOOP
Step 1: Google Earth
David receives mailing with message
“Open this to find out how much the
Edelman family can save on energy
costs with solar panels”
Custom URL that led to Google earth
image of David’s house with solar
panels superimposed.
Step 2: House
Assessment
Custom calculations on energy savings
, estimates of the family’s energy use,
the roof angle, the presence of nearby
trees and potential of the 23 panels the
company expected the roof to hold.

The Loyalty Loop
Source: David C. Edelman And Marc Singer, HBR.org
CLASSIC JOURNEY
In the classic journey, consumers engage in an extended
consideration and evaluation phase before either entering into the
loyalty loop or proceeding into a new round of consideration and
evaluation that may lead to the subsequent purchase of a different
brand.
NEW JOURNEY
The new journey compresses the
consider step and shortens or entirely
eliminates the evaluate step, delivering
customers directly into the loyalty loop
and locking them within it.
Consider
BUY
START
NEW
JOURNEY
START
CLASSIC
JOURNEY
THE
LOYALTY
LOOP
Step 6: Process Tracker
When he next visited the website the
landing page had change to track the
progress of the permitting and
installation, with fresh alerts during the
process.
Step 4: References
Two days later Sungetivy e-mailed
David with the names and numbers of
nearby homeowners that used its
system and had agreed to serve as
references.
Step 5: Rep in Alignment
After checking references, David
returned to the website and a single
click connects him to a rep who knows
precisely where he is in the journey and
had a tailored lease ready for him.
Step 7: Ongoing support
Now, as a customer, David receives
regular reports on his panels’ energy
generation and the resulting savings,
along with tips on ways to conserve on
energy based on his household.

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