Engaging the Connected Traveler in the Travel Planning Phase

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1 Engaging the Cnnected Traveler in the Travel Planning Phase On Cnversin Jasn W. Thielbahr, CRME Senir Vice President f Revenue Optimizatin & Distributin Services Red Lin Htels Crpratin 1

2 Engaging The Cnnected Traveler 23 February 2015

3 Outline 1. Overcming the travel planning cycle 2. Cnsumer engagement strategy 3. Multichannel Case Study 4. Takeaways 5. What can we learn frm Amazn? 3

4 Overcming the travel planning cycle Challenges: Average traveler has 22 tuch pints nline befre making a purchase decisin. Channel prliferatin OTAs, Htel suppliers, Tripadvisr.cm, Search engines, airlines, credit card cmpanies, traditinal travel agencies, retailers, AMAZON! Crss device shpping (e.g., Mbile phne, tablet, TV, game system, etc ) Cnsumers perate in a cnstant state f distractin 4

5 Overcming the travel planning cycle Slutin: Be everywhere the traveler is at each pint in the purchase cycle Cnsistent branding/messaging thrughut the purchase cycle Leverage all digital channels t maximize expsure t drive awareness Up Funnel Use Lwer Funnel campaigns i.e. Paid search t capitalize n Up Funnel brand awareness t drive cnversin Effective recapturing prgrams t re-engage shppers (e.g., Retargeting ads, reservatin recvery) 5

6 Overcming the travel planning cycle 6

7 Engaging Travelers thrughut the purchase cycle RLHC s Cnsumer Engagement Strategy: Use up funnel channels t drive awareness - Online Media (e.g., Tripadvisr.cm) - PR/Travel Cnsumer Deal Alerts - Blg pst - Scial media Leverage dwn funnel channels t drive cnversin - Paid Search (SEM) - Ggle Display Netwrk (GDN) retargeting - Retargeting n Tp Travel Netwrks - Marketing Reservatin recvery prgrams used t reduce shpping cart abandnment 7

8 Multi-Channel Case Study Reslve t Explre January 2015 Campaign 1. RLHC needed an aggressive marketing campaign t drive an increase in bkings fr first quarter. Recgnized multichannel marketing was the best way t reach cnsumers alng their travel planning and purchase jurney Purchase Funnel. 2. RLHC and HeBS Digital partnered t launch the Reslve t Explre campaign with primary fcus fr driving nline revenues thrugh an aggressive ffering. 8

9 Multi-Channel Case Study Reslve t Explre January 2015 Campaign - Overview 1. Playing int the theme f New Year s Reslutins, the campaign engaged users t Reslve t Explre, enticing them t plan a 2015 trip and share infrmatin abut their wn reslutins 2. Offer Stay with Red Lin Htels during the winter seasn and save 20% n yur stay. 3. Vacatin giveaway was used t incentive travelers t prvide their and New Year s Reslutin gals. 4. Travelers that supplied their and reslutins RLHC will prvide exclusive and persnalized ffers thrughut the year. 9

10 Multi-Channel Case Study Reslve t Explre Design Mini site Cuntdwn clck Rich imagery Clear call t actin Htel bking widget w/ne click capability Reslutin Quiz Mbile ptimized 10

11 Multi-Channel Case Study Reslve t Explre Upper Funnel Display Media Online Media thrugh Reginal & Travel Netwrks 11

12 Multi-Channel Case Study Reslve t Explre Upper Funnel- Scial Engagement Spnsred Scial media Blgger Outreach PRWeb / Travel Cnsumer Deal Alerts Trip Advisr Business Listings 12

13 Multi-Channel Case Study Reslve t Explre Mid-Funnel- Owned Engagement Channels Newsletter Crprate & Htel Facebk & Twitter psts RLHC Blg pst 13

14 Multi-Channel Case Study Reslve t Explre Lwer Funnel- SEM & Retargeting Branded & Brand Agnstic SEM acrss majr search engines Display Media Retargeting thrugh Ggle Display Netwrk RLSA Campaigns thugh Ggle Adwrds 14

15 Multi-Channel Case Study Reslve t Explre Campaign Results Media Perfrmance: 2,500 additinal s captured thrugh Reslutin Quiz Ttal Campaign ROI 13:1. Average COS- 7.8% Over 8 millin display ad impressins Perfrmance Overview: 13K bkings 21K rm nights 1.65 average LOS Revenue Channel Mix: RLHC 60% vs. OTAs 40% 15

16 Multi-Channel Case Study Reslve t Explre Takeaways 1. Multichannel campaign apprach maximizes brand awareness t drive higher cnversin in lwer funnel channels i.e. Paid Search 2. Vacatin giveaway thrugh direct channels was an effective incentive t drive direct bkings helping RLHC channels t ut perfrm OTAs 3. Allcate mre media dllars twards Tripadvisr.cm and retargeting display advertising since bth channels are very effective in driving direct bkings 4. Expand incentives fr travelers t prvide persnal data fr future persnalized campaigns t imprve custmer retentin and frequency 16

17 What can we learn frm Amazn? Seventh mst ppular website in the wrld The mst ppular that is self-curated Tp eretailer Cnsistently utperfrming Nrth American market in grwth 17

18 What can we learn frm Amazn? Cnsumer Generated Cntent Affiliate Netwrks & Dynamic Advertising Fully Optimized Site Experience Truly Optimized Market Place Suggested Items, Similar Users Wish Lists, Saved Carts Superir Custmer Service 18

19 What can we learn frm Amazn? EXPERIENCE Amazn has realized their success thrugh a truly ptimized user experience that has engaged audiences as a truly ubiquitus service Hteliers need t be cnstantly available nline, with fast site speeds and a crss-device experience t engage an impatient cnsumer seeking instant and ften last minute gratificatin Be a Marketplace. Htel brands need t ffer reviews, destinatin cntent, and a perceptin f ptins t the cnsumer Custmer Service is still King. When ur guests have prblems nline r ffline, hteliers must be available with live chat, scial media engagement and real-time infrmatin. 19

20 What can we learn frm Amazn? CONVERSION Amazn has mastered the ability t prfile visitr behavir, purchase intent and cmbine past purchase histry t better target cntent and ffers The hly grail f retail marketing! Hteliers need t mve twards a retail marketing mdel using analytics t drive dynamic cntent t imprve persnalizatin and engagement n site alng with tailring ffers based n visitr behavir and past purchase histry Offsite advertising shuld include dynamic rates and cntent based n past site visit behavirs t imprve engagement with ads Shpping cart abandnment prgrams are a must t incentive shppers t cmplete purchase in sessin and capture shpper data i.e. address t retarget with ffers 20

21 Jasn W. Thielbahr SVP, Distributin and Revenue

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