3. AGENDA
Why marketing needs to change
What is hypertargeting?
How hoteliers can leverage customer
data to deliver effective marketing and
enhance the guest experience
Hypertargeting in action
#hotelmarketing
4. MEET THE PRESENTERS
4
Danny Mason
Head of Demand Generation
danny@revinate.com
Betty Mok
Director of Product Marketing
betty@revinate.com
#hotelmarketing
5. BEFORE WE GET STARTED
5
• You are all on mute
• Please use your GoToWebinar control panel
to ask questions during the webinar
• You will receive both the recording and
slides of this presentation within the next 48
hours
#hotelmarketing
6. It’s Not
About You
Why hotel marketing
needs to change
#hotelmarketing
7. MISSION: TO BETTER CONNECT HOTELS AND GUESTS
Founded 2009
HQ in San Francisco
Offices in NYC, Dubai, Amsterdam, Singapore, Sydney
90+ global employees
Leaders in Hospitality Technology Innovation
#hotelmarketing
8. 23,000+ HOTELS USE REVINATE TODAY
GLOBAL BRANDS
NORTH AMERICA
EMEA
LATIN AMERICA
ASIA
9. Why hotel marketing needs to change…
from Hotel-Centric to Guest-Centric
#hotelmarketing
10. EFFECTIVE MARKETING STRATEGIES IN 2014
10
• SEO/SEM/Search Engine
Optimization
• Mobile Optimization
• Retargeting
• Social Media
#hotelmarketing
12. MOBILE OPTIMIZATION
By 2017, over 30% of online travel bookings
will be made on a mobile device.
*Source: The Economist
#hotelmarketing
13. SEARCH RETARGETING
The guest leaves your
site without booking
Hotel GO
YOUR
SITE
A prospective guest
searches for a hotel
HOTEL
BOOKED
The guest finds
your website
The guest sees your ad
while Inspiration! surfing the web later The guest clicks your ad and
arrives at your site ready to book
#hotelmarketing
17. 99% OF HOTEL ADVERTISING…
17
Hotel Name HOTEL
…is exactly the same.
18. HOW DO YOU BREAK THROUGH THE NOISE?
18
#hotelmarketing
19. THE BOTTOM LINE?
19
Unless you are targeting the right people—those that
want to or are likely to book your hotel—
your ad is worthless.
#hotelmarketing
20. THE TRANSFORMATION OF HOTEL MARKETING
20
One Size Fits All Every Channel
Customized
Isolated Channels Coordinated
Experiences
Campaigns Continuous
Conversations
Demographic
Targeting
The Age of Context:
Hypertargeting
Then Now
24. THE AGE OF CONTEXT: HYPERTARGETING
24
Hi Asha,
Registration is open for the 2015
Ottawa Marathon. Come stay with
us again at a discounted rate!
#hotelmarketing
26. HYPERTARGETING
26
• Refers to the ability to deliver advertising content to specific
interest-based segments in a network.
• For the first time, offered advertisers the ability to direct their ads
to categories self-identified by users in their profiles, including
music, sports, and movies.
#hotelmarketing
27. THE BENEFITS OF TARGETED MARKETING
27
+30
%
Targeted email campaigns
produce more opens than
undifferentiated messages
+50
%
*Source: DMA National Client Email Report 2013
76%
Targeted email campaigns
produce much higher click-through
rates than
undifferentiated messages
76% of all email marketing
revenue comes from more
advanced practices than
generic broadcast email
#hotelmarketing
28. THE BENEFITS OF TARGETED MARKETING
28
Smaller, more targeted email sends get more
engagement than large, untargeted sends.
*Source: Marketo Benchmark Study
#hotelmarketing
29. TRAVELERS WANT PERSONALIZATION
29
78% of consumers expressed a desire for some
kind of content personalization.
62% interested in viewing a mix of algorithmic and
curated content for a unique experience.
8 in 10 consumers say that personalized marketing has
some impact on their decision to purchase.
*Source: Yahoo, May 2014, Skift
#hotelmarketing
30. PERSONALIZATION IN RETAIL
Hi Betty,
Pop quiz! What did you leave behind in your Modcloth Shopping bag?
Here’s a hint:
30
#hotelmarketing
31. PERSONALIZATION DRIVES REVENUE
31
Personalized marketing can help you:
• Improve conversion rates by 10-20%
• Increase revenue 5% per week or more
• Increase 3-7x revenue per visit
• Drive loyalty
*Source: Skift
#hotelmarketing
35. TWO MAIN TYPES OF SEGMENTATION
35
Who they are: What they’ve done:
(Demographic attributes)
1. Age (Millennials, Gen X,
Boomers, etc.)
2. Location (Where they’re
from: Midwest, East Coast,
China, Europe)
3. Gender
4. Marital/Kids Status
5. Job Title/Company
Size/ Industry
(Behaviors)
1. Usage/History (trip
type, first time guest, number
of visits, average spend)
2. Interests (yoga, golf, spa,
foodie, baseball)
3. Preferences (coffee vs.
tea, high floor, quiet room,
newspaper, feather pillows )
4. Experiential (feedback
from reviews or prior surveys,
staff interactions)
37. SEGMENTS CAN BE USED IN THREE WAYS
37
1. Deliver customized service while a
guest is on property
2. Drive revenue with targeted campaigns
3. Build loyalty with relevant messaging
#hotelmarketing
43. EXAMPLES OF HYPERTARGETING CAMPAIGNS
Hi Tony,
The Outside Lands lineup looks
great this year. Come stay with us
and enjoy a private shuttle to and
from the festival.
Hi Adele,
Nona Café just re-opened with a
brand new menu. Book now, and
get a 2 for 1 coupon for a prix fixe
dinner for two.
#hotelmarketing
44. BUILDING LOYALTY
#hotelmarketing
Avertine Inn
Here’s wishing many more years of happiness
@suzieandjohn #anniversary #goteamlove
Beautiful couple!
suzieandjohn
Aw thanks so much for sharing my photo!
@avertineinn
Take me here @beezy
Aww!
So pretty
Let’s go @sammyz
45. TIMING: ENGAGEMENT POINTS
1. Pre-booking/research
2. Booking
3. Pre-arrival
45
Pre-Stay
#hotelmarketing
On Property
4. Check-in
5. On-Property
a. Concierge desk
b. Spa
c. Business center
d. Restaurant
e. Pool
Post-Stay
6. Check-out
7. Post-stay survey
8. Writing a review
46. USING HYPERTARGETING TO DRIVE SUCESS
46
1. Set goals
2. Understand your value proposition
3. Identify your target customer(s)
4. Determine the right timing
5. Think big
#hotelmarketing
47. DESIGNING THE RIGHT EXPERIENCE
1. Girl’s Getaway
2. Business
Traveler
3. Family vacation
1. Kids activities
2. Wine reception
3. Spa offer
48. TIPS FOR SUCCESSFUL CAMPAIGNS
48
1. Put yourself in your customer’s shoes
2. Exclusion is as important as inclusion
3. The message goes hand in hand with the
customer target list
4. Track and monitor performance
5. Optimize over time
#hotelmarketing
