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Maximizing Data to Put Personalization to Work for Your Property

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This talk, from the 2016 HSMAI Digital Marketing Strategy Conference looks at how hotel marketers can use data to improve guest experience, driving increased revenue, occupancy, and loyalty. It examines in detail why content is king, context is queen, and data is the crown jewels for successful hotel marketers

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Maximizing Data to Put Personalization to Work for Your Property

  1. 1. Data: The Crown Jewels Maximizing Data to Put Personaliza9on to Work for Your Property Tim Peter President, Tim Peter & Associates @tcpeter
  2. 2. © 2016 – Tim Peter & Associates “You can never have too much data. Bigger is definitely better.” Werner Vogel, CTO, Amazon
  3. 3. © 2016 – Tim Peter & Associates You host more devices than guests each night
  4. 4. Own the data, own the guest •  “Much more importantly than a source of transac9ons, mobile is a chance to plumb the end-to-end user experience… Say you are looking for an accommoda9on on an iPad but then you book on a PC. But, then you show up at the hotel with your iPhone. All of that is plumbed to [a Booking.com] account... but really in the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” – Darren Huston, Priceline CEO
  5. 5. Predic9ve
  6. 6. © 2016 – Tim Peter & Associates “Your margin is my opportunity.” Jeff Bezos, CEO, Amazon
  7. 7. © 2016 – Tim Peter & Associates
  8. 8. © 2016 – Tim Peter & Associates
  9. 9. © 2016 – Tim Peter & Associates Content is King •  Cut through the cluXer •  Create content that is: –  Snackable –  Sharable –  Sharp •  Focused on needs of guest
  10. 10. © 2016 – Tim Peter & Associates Context is Queen •  How, where, when, and why are your guests interac9ng with you, your property, your content? •  How can you connect with that experience?
  11. 11. © 2016 – Tim Peter & Associates Context defines guest experience •  “Digital footprints” highlight what guests care about at each step •  Savvy travel marketers can use these footprints to improve content and experience throughout Dream Plan Book Experience Share
  12. 12. © 2016 – Tim Peter & Associates Data is the Crown Jewels •  Must be willing to start small – but you must start •  An9cipate, analyze, and adapt to changing guest needs •  Protect the crown jewels: Privacy and security maXer; protect guest informa9on like the business depends on it
  13. 13. © 2016 – Tim Peter & Associates •  Hospitality is about understanding your customer •  Use that understanding to drive increased sa9sfac9on – and increased revenue
  14. 14. © 2016 – Tim Peter & Associates Will I be sa9sfied with my stay?
  15. 15. © 2016 – Tim Peter & Associates Why should I buy from you?
  16. 16. © 2016 – Tim Peter & Associates Think “Crawl, Walk, Run” Crawl • Assess current data collec9on/use both internally and across vendors • Explore op9ons for improved use of guest data to enhance guest experience • Train staff on appropriate use of guest data • Define roles; assign accountabili9es Walk • Test personaliza9on efforts in one or more marke9ng and customer service channels • Measure results and incorporate learnings into opera9onal processes • Build on successes to conduct subsequent tests and opera9onal changes Run • Build personaliza9on into every aspect of guest experience • Align guest experience across mul9ple touchpoints • Con9nue to train staff on lessons learned/best prac9ces
  17. 17. © 2016 – Tim Peter & Associates Vendor Evaluation Structural Technical Financial Cultural Features Standards • Financial viability • Experience • Market share • Reputa9on • Security • Speed • Integra9ons (PMS, CMS, RMS, website) • Mobile • Implementa9on costs • Training costs • Total cost of ownership • Support hours • Training • Fit • Predic9ve analy9cs • Visualiza9ons • Mobile accessibility • Data migra9on • Regulatory • Legal • Cross-border/ interna9onal
  18. 18. X
  19. 19. © 2016 – Tim Peter & Associates Not “Big Data;” Your Data •  Own the data, own the guest •  Crawl, walk, run •  Start small, scale when ready •  Compe99ve differen9ator •  Build a moat to protect your kingdom
  20. 20. “Outrun the bear”
  21. 21. © 2016 – Tim Peter & Associates Thank You Web: 9mpeter.com Phone: +1.201.305.0055 Email: 9m@9mpeter.com TwiXer: twiXer.com/tcpeter

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