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