Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Travel and hospitality industry - 2017 analytics landscape

1 843 vues

Publié le

Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.

Publié dans : Voyages
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Travel and hospitality industry - 2017 analytics landscape

  1. 1. BCN MAD VAL SCL MDE BOG LIM MEX MIA SFO METRIPLYING HOSPITALITY INDUSTRY Making Customer Data ActionableWith Analytics The & Industry 2 0 1 7 a n a l y t i c a l L a n d s c a p e
  2. 2. Why Travel and Hospitality matters? $7.2 TRILLION 1 / 11 JOBS 10% Global GDP 6% World EXPORTS Reference - http://www.wttc.org/research/economic-research/economic-impact-analysis/
  3. 3. What is it? Travel & Hospitality Hotels & Resorts Air Bookings Cruises Car Rentals Financial Services Travel Management Companies Vacation Rentals Shopping Restaurants Travel Permits
  4. 4. What is it? Hotels & Resorts Air Bookings Cruises Car Rentals Financial Services Travel Management Companies Vacation Rentals Shopping Restaurants Travel Permits it all revolves around the traveller…
  5. 5. What is it? Hotels & Resorts Air Bookings Cruises Car Rentals Financial Services Travel Management Companies Vacation Rentals Shopping Restaurants Travel Permits it all revolves around the traveller… The latest is that the traveller got married…
  6. 6. What is it? Hotels & Resorts Air Bookings Cruises Car Rentals Financial Services Travel Management Companies Vacation Rentals Shopping Restaurants Travel Permits it all revolves around the traveller… The latest is that the traveller got married… to his device…
  7. 7. Searching
  8. 8. Mapping
  9. 9. Locating
  10. 10. Monitoring
  11. 11. Booking
  12. 12. 2016 Socializing
  13. 13. Clicking
  14. 14. Talking even
  15. 15. How Do Travellers Decide? Air Bookings Tours & Travels Hotel Booking Restaurants Car Rental Cruises
  16. 16. An engaging brand experience On their own terms Via any (and all) of their devices A B C The Custommer Expects
  17. 17. A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco. 2002 2012 2016 -
  18. 18. Touchpoints 2016 Inspiration Shopping Booking Purchase Pre-trip Prep EvaluationPost TripEmbark Journey Disembark Connection Limo Service Rental Car Hotel Tickets Reservation Hotel Limo Rental Car Return Initial Phase Future Phase
  19. 19. Touchpoint Mapping 2016 User Vs Provider Tourism based Content Social Media Mobile Travel quote + Payment Gateway Search for a Stay Custom Request Form / Feedback Mail Media Television Radio E- Mail Customer Service / Support User Profile / History Corporate Travel Plans Sponsor / Partner Inspiration Shopping Promotion Booking & Purchase Pre-Trip Preparation Hotel Bookings Travel Rental Apartments Car Rentals Post-Trip Reviews Inspiration Shopping Booking Purchase Pre-trip Prep Evaluation Post Trip Embark Journey Disembark
  20. 20. 19% 33%29% 19% Are travellers interested in additional service or upgrade offers? 16% 25% 35% 26% 13% 28% 35% 24% Never Interested Rarely Interested Sometimes Interested Often or Always Interested Airlines Hotels Car Rentals
  21. 21. The Custommer ExpectsRelevancy Matters: 72% of travellers are open to influence prior to making a travel decision Targeted email prompted 28% of travel planners to begin their online booking journey. Source: DM News
  22. 22. Loyalty Matters: Upto 6 months Advance preparations How much time do travellers spend researching their trips? How far in advance do travellers book their trips?
  23. 23. The Custommer ExpectsLoyalty Matters: 4-6 months is a long time… Monitor Every Customer Interaction Detect In-Market Shoppers Missed Signals = Missed Opportunities Relevance + Timing = $uccess Anticipate Service Needs Understand Interests & Preferences Predict Behaviour and Measure Loyalty …Analytics is the solution
  24. 24. Key Concepts Review Metrics The likelihood a traveller will spend more depends on their position in the purchase funnel and other variables. Look for opportunities to display specific offers at specific times to specific visitors based on their trip, preferred mode of transportation, and device. Look for new ways to display upsells and cross-sells Throughout the purchase funnel, create innovative ways to get visitors engage with ancillary offers. For instance, displaying upgrade options while travelers are choosing their seats during booking can be an effective way to expose relevant visitors to the offer and drive additional revenues. Take a complete view of your user journey online and offline. Context matters: A visitors who is planning a trip to Las Vegas would likely to be interested in deluxe package offers including fine dining. Meanwhile, a traveler heading to Sioux City might not expector want to be upsold, as the trip is more likely to be for a functional purpose (family gathering, etc) than a getaway. 1 2 3 3 ways to resonate with your users
  25. 25. Key Concepts Identify the channels your user uses to reach you. Improving traffic channel tracking with Marketing channel definitions and campaign tracking guidelines. Synchronize user experience across devices. Cross device user tracking capabilities by implementing Visitor Ids and App Ids Take a complete view of your user journey online and offline. Introducing data mapping capabilities from various channels into analytic tool and mapping important user actions as part of the user transaction. Multi-Channel Tracking Cross Device Tracking Offline-Online Tracking How to do it?
  26. 26. Site analytics Mobile analyticsSocial analytics Campaign analytics email analytics Lead analyticsinStore analytics CRM&ERP analytics The Custommer Analytics
  27. 27. who, how, where and when Demographics Geographics Behaviour Technology Mobile Benchmark Understand your Users and Demographics
  28. 28. High Medium Low Understand User Journeys and Touchpoints Airline Web-site (on and off plane) Airline Agent Airline Kiosk Airline Personnel (Attendant, Baggage, etc) Mail Social Media Media Television Radio E-Mail Mobile Travel Agents Travel Web-site Corporate Travel Agent Alliance Partner Inspiration Shopping Booking Purchase Pre-Trip Preparation Embark Travel Disembark Post-Trip Evaluation Contact Point Journey Point
  29. 29. Understand User Data and Behaviour Complexity HighLow High Relevance Inspiration - Social Media Inspiration - Media Shop - Airline website Shop - Airline Agent Shop - Travel website Book - Airline website Book - Airline Agent Book - Mobile Book - Travel Agent Book - Travel website Book - Corp Travel Agent Book - Alliance Partner Purchase - Airline website Purchase - Airline Agent Purchase - Travel website Pre Trip - Social Media Pre Trip - Email Pre Trip - Mobile Pre Board - Airline Personnel Travel - Kiosk Travel - Social Media Post Trip - Mobile Post Trip - Travel Agent Eval - Airline Agent Eval - Social Media Eval - Corp Travel Agent
  30. 30. Understand your KPIs AWARENESS FAMILIARITY CONSIDERATION INTENT Web Bookings POS searches POS Visits Bookings Contact Requests POS interactions Newsletters Social Interactions
  31. 31. Create a culture of decisión making based on the data and analytics
  32. 32. Implement the best solutions in digital analytics
  33. 33. Propose a better way of reporting and analysis for your organization
  34. 34. Optimize and improve your KPIs and key results
  35. 35. Obtain an OMNIchannel Vision of your business
  36. 36. Thanks! We are Metriplica, A group of Data Strategists . Trainers . International Consultants . Ninjas Who help you with data science and solutions to enable data driven strategies. Interested in the details on this study? Or Download

×