Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser Webinar

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Chargement dans…3
×

Consultez-les par la suite

1 sur 29 Publicité

Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser Webinar

Télécharger pour lire hors ligne

Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.

Personalized travel experiences are the ultimate goal shared by travelers, travel suppliers and travel intermediaries. A combination of advanced technology and advanced managerial mindset are required to cultivate the relevant host/guest relationships that enable personalization. Presentation by Robert Cole of RockCheetah for a Phocuswright webinar sponsored by Maxymiser on Wednesday, December 3, 2014.

Publicité
Publicité

Plus De Contenu Connexe

Diaporamas pour vous (17)

Similaire à Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser Webinar (20)

Publicité

Plus par Robert Cole (20)

Plus récents (20)

Publicité

Give the Gift of a Personalized Travel Experience - Phocuswright/Maxymiser Webinar

  1. 1. © 2014 IBM Corporation IBM Software G Give the Gift of a Personalized Travel Experience Wednesday, December 3, 2014
  2. 2. © 2014 IBM Corporation IBM Software #MaxLessons Chloe Lind Digital Optimization Strategist Maxymiser Robert Cole Senior Analyst, Hotel & Leisure Travel PhoCusWright, Inc. Your Presenters
  3. 3. 3Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Agenda  Customer Experience Optimization  The Personalized Organization  Daunting Obstacles  Many Flavors of Travel Personalization  Looking Ahead
  4. 4. 4Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Customer Experience Optimization  Customization  Personalization  Quality Data
  5. 5. 5Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Customization “For first time website visitors, there is no magic - only actionable analytics”  Explicit Signals from Unique Individual  IP address = Geographic location  Screen resolution = Mobile device  Customer profile = Stated preferences  Tag = Offer response  Contextual Adaptation of User Experience  Search from IP address = Destination travel guide links  Frequent flyer ID = Miles as payment option  Search 2 Adults/2 Children = Images of Families
  6. 6. 6Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Personalization “Personalization is not a strategy – it is the company”  Implicit Signals Based on Experience of Similar Individuals  Navigation path  Offer responses  Social signals/Ad retargeting  External factors (e.g., weather, etc.)  Inversion of Traditional Marketing  Starts with converted business  Works backward up funnel to identify signals  Calculation of highest converting signal combinations
  7. 7. 7Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Quality Data “Good data beats good analytics every day of the week” 1 Big Data Startups, Kayak Uses Big Data To Predict The Best Day To Book Your Travel Journey – December 2013 2 Skift, Interview Expedia’s CEO on the Transformation of Travel Booking – September 2014 3 Eye for Travel, Playing to the booking curve in the hotel space – July 2014  Big Data is VERY Real  Ideally, every action and result captured  Kayak  Adds 40 million rows of data daily1  Updating 43 fact tables  Expedia  Processes over 600 terabytes of data per day2  Expedia 800 A/B tests in 2013  $1.9 billion invested to improve conversion3
  8. 8. 8Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. The Personalized Organization  Customer Centricity  IT Integration  The Human Factor
  9. 9. 9Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Customer Centricity “Personalization is the foundation of our organization – we would not exist without personalization” 1 IBM Institute for Business Value, Greater Expectations - Consumers are asking for tomorrow, today – 2014 2,3,4 Phocuswright Inc. 5 Tnooz How one airline is taking small steps along the road to personalization - June 2014  Consumers Increasingly Willing to Offer Data to Enhance Personalization1  36% location via GPS  32% social media handles  22% mobile numbers for text message alerts  And It Works…  Alitalia increased bookings by over 7% in three months2  Europcar increased online visit conversions 15% and ancillary item purchases at check-in by 12%3  Hotels4u.com grew search on mobile devices by 61% and increased visitors viewing hotel pages by 22%4  Southwest Airlines grew bookings 1.14%, lowered homepage bounces 1.43%5
  10. 10. 10Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. IT Integration “We must have integrated systems… without that apparatus, we can’t get personalization right – because, we don’t know what right is”  Two Approaches  Multi-year commitment reconfiguring operational systems to support Big Data capabilities  Add cloud-based/SaaS layer on top of existing technologies to integrate:  Customer data analytics  Testing  Personalization  Investment Justification Frequently Straightforward  Personalization positively impacts:  Every virtual customer touch point in the sales funnel  Every face-to-face contact during the travel experience
  11. 11. 11Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. The Human Factor “We are not looking at segments, we are looking at people”  Smart, Strategic Thinkers Required  Understand contextual interrelationships between  Trips | Travelers | Destinations | Travel Components  Empowering Business Leaders and Analysts  Providing access to information in easily understood formats  Comparison to operational benchmarks and organizational goals  Creating Actionable Information  Business units interpret data and implement changes without involvement of IT personnel  Improves efficiency, reduces costs and enables responsiveness to external challenges
  12. 12. 12Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Daunting Obstacles  Multiple Devices and Channels  Multiple Personas  Identifying Intent
  13. 13. 13Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Multiple Devices and Channels Sources: 1 Tnooz/Google/GFK/Nielsen, Deep dive into travel research activity by online and offline bookers – 2013 http://www.tnooz.com/article/travel-research-google-online-acitvity 2 Phocuswright Inc.  North American Online Travel Buyers, on Average, Visited 32.5 Websites, Over 16.7 Sessions, Spending 129 Minutes, Over 13.8 Days, Across a 73-Day Period When Planning Travel1  Travelers Love Their Tech2… Millennial Travelers Older Travelers Smartphone 90% 57% Tablet 55% 34% Desktop 62% 73% Laptop 82% 73%
  14. 14. 14Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Multiple Personas “You don’t need to be a genius; test things out – the customer will tell you what works through their behavior”
  15. 15. 15Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Identifying Intent “It takes a whole lot of data processing to prove something that might appear obvious”  What?  When?  Who?  Why?  Where?  How?
  16. 16. 16Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Many Flavors of Travel Personalization  Actionable Analytics  Relevant Recommendations  Personalized Merchandising  Behavioral Targeting  Enhanced Profile of Correlated Events  Customer Sentiment and Other Sources  Predictive Analytics
  17. 17. 17Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Actionable Analytics
  18. 18. 18Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Actionable Analytics  +20.31% lift in bookings
  19. 19. 19Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Actionable Analytics  +6.32% lift in bookings
  20. 20. 20Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Relevant Recommendations  +5.05% lift in revenue
  21. 21. 21Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Behavioral Targeting  +3.51% lift in conversion
  22. 22. 22Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Behavioral Targeting  +32.16% lift in engagement
  23. 23. 23Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Predictive Analytics Function and design of widget tested Personalized deals recommendations Design & messaging of all calls to action tested Offer copy & design tested Personalized content Newsletter copy & location tested Design and offer copy tested
  24. 24. 24Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Looking Ahead  Personalization as a Core Competency  Toeing the Creepy Line  The End-to-End Travel Experience
  25. 25. 25Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Personalization as a Core Competency “Personalization is not a competing priority – it powers our business and customer goals”  Travel Technology Advances Democratize Access to Travel Products and Information  Search and booking functionality gets commoditized  Efficient transactions and settlement processes  Price transparency informs consumers  Differentiation Drives Competitive Advantage  Ability to match traveler needs to the perfect combination of products and experiences  Efficiently creating unique, personally relevant travel experiences  Personalization Analytics and Testing Drive Data-Driven Decisions  Performance measurement and ROI calculations clarify issues  Repeat successes and refine for continuous improvement
  26. 26. 26Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Toeing the Creepy Line  Trust is Earned  Sophisticated consumers expect brands to learn from consumer’s actions as relationship evolves  Want accurate recommendations based on traveler’s best interests  Instill confidence that organization can be trusted to take care the traveler  Potential Pitfalls  Acting on bad assumptions  Appearing too smart  Inappropriate familiarity “Math can lead you to places that are not socially acceptable”
  27. 27. 27Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. The End-to-End Travel Experience “Our goal is simple, it’s all about removing friction from travel”  Anticipate Massive Increases in Complexity  Evaluate net differences between conflicting priorities  Weigh trade-offs in quality, location, service and branding due to availability/price constraints  Balance interests and preferences for multi-generational and bleisure itineraries  Travel Sellers’ Responsibilities Grow  From arranging air, car and hotel bookings  To transfers, meals, sightseeing, shopping, educational and recreational activities  Help traveler when things go wrong
  28. 28. 28Source: PhoCusWright White Paper The Changing Dimensions and Benefits of Personal, Relevant Travel Experiences © 2014 Phocuswright Inc. All Rights Reserved. Image Credits  www.audio-luci-store.it | catering operator | https://www.flickr.com/photos/audiolucistore/11046728004/ | https://creativecommons.org/licenses/by/2.0/  Idaho National Laboratory| Laser Optics | https://www.flickr.com/photos/inl/3639738130/ | https://creativecommons.org/licenses/by/2.0/  Stefano Mortellaro | studying... | https://www.flickr.com/photos/fazen/9079179/ | https://creativecommons.org/licenses/by/2.0/  zhouxuan12345678 | A group of lively eggs | https://www.flickr.com/photos/53921113@N02/5452603281/ | https://creativecommons.org/licenses/by-sa/2.0/  Ginny | colorful cupcakes! | https://www.flickr.com/photos/ginnerobot/4581272820/ | https://creativecommons.org/licenses/by-sa/2.0/  NASA Goddard Space Flight Center | Riding the Plasma Wave | https://www.flickr.com/photos/gsfc/7597788246/ | https://creativecommons.org/licenses/by/2.0/
  29. 29. 29© 2014 Phocuswright Inc. All Rights Reserved. Questions Thank You. Chloe.lind@maxymiser.com rcole@phocuswright.com

×