Check out eCornell's blog: http://bit.ly/1EhlYBf Traditionally, hotel and resort websites have served the same content to all site visitors regardless of their preferences, demographics, past booking behavior, or even geographic location. Today, technology allows us to personalize content for property website visitors, making for a more intimate brand experience, and a profitable one at that. HeBS Digital’s Mariana Mechoso Safer and Sara O’Brien discuss how you can use dynamic content personalization to deliver unique and relevant website content to specific customer segments. When dynamic content is delivered effectively, travelers enjoy service that is tailored specifically for them, while hospitality organizations enjoy more website engagement, greater conversion rates and increased revenues. You’ll learn to: - Recognize and reward specific customer segments by displaying personalized and relevant content that speaks to their preferences and expectations. - Differentiate your resort or hotel from the competition and the OTA channel. - Deliver higher levels of consumer satisfaction from the direct hotel website experience. - Significantly increase website conversions and revenues Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes in major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences. Mariana can be reached by phone at +1 702 463-1857, email at mariana@hebsdigital.com, on Twitter @mmechoso or LinkedIn. Sara O’Brien is Senior Marketing Manager at HeBS Digital. She manages the development and execution of all HeBS Digital advertising, marketing and public relations. Starting with a position in consulting and client services, Sara has a solid understanding of hotelier’s business needs and objectives, including how to help them generate the highest ROIs from their most cost effective channel – their own website. Sara’s professional experience includes over nine years of advertising and marketing experience. Sara has a Master’s Degree in Global Marketing from Emerson College in Boston and a Bachelor’s Degree from University of Wisconsin, Eau Claire.

1. WELL, HELLO THERE
Mariana Safer
SVP, Marketing
MARIANA@HEBSDIGITAL.COM
@mmechoso
Sara O’Brien
Senior Marketing Manager
SARA@HEBSDIGITAL.COM
@sarakob

2. DYNAMIC CONTENT
PERSONALIZATION

3. How will you
stand out
throughout the
travel planning &
purchase journey?

7. WHAT IS
DYNAMIC CONTENT
PERSONALIZATION?

8. THE WEB IS GETTING
PERSONALWE’RE NOT JUST A “VISITOR” ANYMORE

9. THE WEB IS GETTING
PERSONALWE’RE NOT JUST A “VISITOR” ANYMORE

10. WHO’S ALREADY GETTING PERSONAL?
DYNAMIC CONTENT PERSONALIZATION IN ACTION

11. TAPPING IN TO BIG DATA
CAPITALIZING ON BIG DATA TO PERSONALIZE THE DIGITAL EXPERIENCE
LOCATION
PREVIOUS
WEBSITE
VISIT
INTERESTS
DEMOGRAPHICS

12. WHY IS THIS VALUABLE?
UPLIFT
IN
ONLINE
SALES
40%
COMPANIES WHO PERSONALIZE
CONTENT REPORT

13. HOW DOES IT WORK?

14.
GEO
TARGETING
LOYALTY
MEMBERS
VIP
REWARDS
MEMBER
NEW
VS.
RETURNING
VISITORS
BUSINESS
VS.
LEISURE
TRAVELER

15. GEO TARGETING

16. MEET JOHN
LIVES IN NEW YORK CITY
COMING
FROM
NYC
RETURNING
LOYALTY
REWARD
MEMBER
LEISURE
TRAVELER
FACEBOOK
OPENGRAPH
DATA:
MARRIED,
COLLEGE
DEGREE,
LIKES
JAZZ

17. MEET JOHN
LIVES IN NEW YORK CITY
GEO
LOCATION
IN
NEW
YORK
CITY

18. Destination Image
Fly-in Promotional
Message
Sun, Sand & Sea
Package Offer
GEO TARGETING
TRAVELER FROM NEW YORK CITY

19. MEET JANE
FLORIDA RESIDENT
GEO
LOCATION
IN
FLORIDA

20. Getaway Imagery
Local Messaging
Resident-Specific
Package Offers
GEO TARGETING
LOCAL & STATE RESIDENTS

21. MEET LIZ
VISITOR FROM LOS ANGELES TRAVELING TO NYC
GEO
LOCATION
IN
LOS
ANGELES

22. GEO TARGETING
TRAVELER FROM LOS ANGELES TO NYC
Custom Image of City
Skyline
“From Rodeo Drive to
Madison Ave, You’ve
Arrived in Style”
Coast to Coast
Package Offer

23. MEET GABRIEL
VISITOR FROM BRAZIL
GEO
LOCATION
IN
BRAZIL

24. GEO TARGETING
TRAVELER FROM BRAZIL
• Detects Default Browser
Language
• Presents Entire Website
In Portuguese
• International Travel
Packages

25. LOYALTY MEMBERS

26. MEET MIKE
RETURNING LOYALTY REWARDS MEMBER
MEMBERSHIP
PREFERENCES
VIP
REWARDS
MEMBER

27. LOYALTY MEMBER
RETURNING LOYALTY REWARDS MEMBER
• Loyalty Member
Upgrade Offers
• Room Type
Preferences
• Spa Or Dining
Promotion

28. LOYALTY MEMBER
NON-MEMBER
• Incentivize Non-
members to Sign Up
with Booking Promotion
• Promote Rewards
Program Benefits

29. NEW VS. RETURNING

30. MEET MICHELLE
RETURNING WEBSITE VISITOR
PREVIOUS
WEBSITE
VISITOR

31. NEW VS. RETURNING
RETURNING WEBSITE VISITOR
• Acknowledge
Returning Visitors
• Customize Promotions
Based On Interests
• Focus On Services &
Amenities
• Pre-fill Booking
Information

32. BUSINESS VS. LEISURE

33. MEET ANTHONY
BUSINESS TRAVELER
BUSINESS
TRAVELER

34. BUSINESS VS. LEISURE
BUSINESS TRAVELER
• Business Related
Images & Promos
• Focus on Business
Amenities
• Promote Extended Stay
& Bleisure Travel

35. MEET JACK & JILL
LEISURE TRAVELERS
LEISURE
TRAVELERS

36. BUSINESS VS. LEISURE
LEISURE TRAVELER
• Romance Related
Images & Promos
• Focus on Leisure
Amenities
• Promote Spa & Dining
Packages

37. TAP INTO BIG DATA
MAXIMIZE REAL-TIME AND ONE-TO-ONE MARKETING
Property Management
System (PMS)
Revenue Management
System (RMS)
eCRM Platform
SMART
PERSONALIZATION
ENGINE
Interfacing the CMS’s
Personalization Engine with
the property eCRM platform,
PMS or RMS
Huge opportunities for next-
gen personalized pricing and
one-to-one-marketing
=

38. WHAT ARE
THE RESULTS?

39. CASE STUDY
REVERE HOTEL
BOOKINGS
49
NIGHTS
143
ROI
1,607%
CASE STUDY:
Custom promotions for international
feeder markets

40. CASE STUDY
REVERE HOTEL
CASE STUDY:
Conversion Rates Increase YOY
Spain
100%
China
67%
Japan
100%
Iceland
100%

41. HOW CAN YOU
GET PERSONAL?

42. DEVELOP A STRATEGY
IDENTIFY YOUR BUSINESS NEEDS
Which customer segments
should be targeted?
Which feeder markets need
attention?
What customer demographics are
most important to your property?

43. UTILIZE TECHNOLOGY
INTEGRATE TECHNOLOGY TO MANAGE YOUR
DYNAMIC CONTENT PERSONALIZATION AUTOMATICALLY

44. ANALYZE PERFORMANCE
ANALYZE RESULTS TO CONTINUOUSLY IMPROVE HOW YOU
PERSONALIZE YOUR DIGITAL EXPERIENCE TO INCREASE CONVERSION

45. GETTING PERSONAL
YOU NO LONGER HAVE “VISITORS”

46. GETTING PERSONAL
YOU NO LONGER HAVE “VISITORS”

47. DYNAMIC CONTENT
PERSONALIZATION