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Customer Experiencefor Travel & HospitalityMiguel Parra ([email protected])

Director Desarrollo de Negocio CX Iberia

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The Modern Traveller is

EMPOWERED BY DIGITALCompanies are under more scrutiny than ever to deliver the best experience 24/7

90%of millennials visit price comparison sites before booking travel online.The same then visit social media and review sites to support their selection.

Source: Deloitte – A Restoration of Customer Loyalty 2013

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Adaptive, Omni-Channel Experiences for Travel and Hospitality

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Your Guest Journey Could Be Like This….

4

Inspire me, interest me

1

2

Help me find the right information

3

Know my interests and what I want

Recognize me and service me individually

4

Make my stay convenient, memorable

and enjoyable

5

Provide me with timely and relevant

offers during my stay

6

Let me share myexperiences

7

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Challenges In Making The ShiftTo Total Guest Experience

Limited Insight: Not knowing the guest and their journey makes it difficult to personalize the experience

Power of Social: Reviews on social channels are now a key part of a guest’s selection criteria

Complex Marketplace: Growing commoditization and competition from intermediaries threatens control of the customer and puts pressure on margins

Industry Challenges Total Guest ExperienceUnderstand & Engage Your Guests: Leverage guest data, historical information and big data sources to create better experiences and higher revenues

Present One Brand: Deliver a consistent and seamless experience across both physical and digital channels that’s durable and engaging

Listen for Feedback & Take Action: Be aware of guest opinions and reviews on the social channels and proactively address and use to influence business direction

Embrace Digital: Leverage technology to drive down costs, while increasing service and reliability to meet the demands of the modern guest

Brand Inconsistency: Disconnected touch points prevents you from presenting “one hotel” to your guests


The Travel Industries Offline and Online Divide

Of global travel sales still happens offline

- Euromonitor

75%

OFFLINE DATA ONLINE DATA


of online consumers admit they become frustrated

when content appears that has no relevance to them

e-Strategy

74%

Inconsistent Customer Experience Hinders Conversion


The Travel Purchase Path Keeps Going Digital

of online travel bookings will be made

on mobile by 2017 - Euromonitor

30%

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Travelers Interact Across Devices and Across Channels

MULTI-DEVICE

OFFLINE

Travel Guides

Brochures

Travel Agents

MOBILE

Apps

Mobile Web

ONLINESearch

Shopping Cart

Online Purchases Ratings

Page Views

Reviews SOCIAL

Video

Shares

Likes

Follows

Referrals

PAID MEDIA

Display

PaidSearch

Oracle Confidential - Restricted 9


An Integrated Platform Spans the Travel and Hospitality Customer Lifecycle

Prospect & AcquireConnect travel data and activate it across paid media channels

Data Management Platform Datalogix Media Partners

ConvertDeliver tailored, optimized travel experience to drive purchase or collect contact Commerce Web Center Sites Maxymiser

Cross-Channel Marketing (B2C/B2B) Social Marketing Content Marketing

Retain & GrowOrchestrate travel experiences across paid, owned

and earned media to drive cross-sell and upsell revenue

Actionable Audience Profile

Anonymous Known



ConnectedData

1st Party Data

WebsiteCRM Email SocialCommerce

2nd Party Data

Data Sharing

Audience Data Marketplace

Intent Geography Interests & Lifestyle

Demographic

Oracle Datalogix

OfflinePurchase

DirectMail

Optimization& Insights

Oracle Maxymiser Marketing Cloud Analytics

PersonalizationPredictive AnalyticsOffer Testing Social AnalyticsCross-Channel

InsightAudience Analytics

ActionableAudience Profile X Travel Categories # of Travel Audience Profiles

AnonymousProfile

FOR TRAVEL AND HOSPITALITY

Open Platform

AppAnalytics

Recommendation

Engines

Cross-Channel Preference

Management

WebAnalytics

ICS Integration Layer

IntelligentOrchestration

Display VideoTV Web SearchMobileEmail SocialStore

Oracle Cross-Channel Orchestration and Email Marketing for Travel

Rapid Retargeter

Campaign Management System (integrations)Travel Program Templates

Digital Experience Management

Oracle Commerce

Oracle WebCenter Sites

Oracle Micros

Oracle Social Marketing

Oracle Services Cloud

Oracle Loyalty Integration

Known Profile

Oracle Data Management Platform


Link Disparate IDs to the Right Customers

The Industry’s Best TargetingImprove media spend efficiency and increase conversion rates

Connect Online and OfflineTap into offline purchase interactions

Maximize Existing Marketing AssetsLeverage your marketing and CRM tools to expand pool of IDs

CookieIDs

SocialIDs

PurchaseIDs

MobileIDs

PostalIDs

EmailIDs

Accurate


He creates an audience profile for people who are between the ages of 25-34, with income above $75k and have an intent to travel. He then publishes an ad targeting this audience.


Safe Harbor StatementThe preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Customer Journey Example….


Jen is a successful, hard working millennial who is looking to get away for the weekend. She fits the profile for a traveler that Global Hotels is targeting.

She also just did a search for flights and hotels to Hawaii on Google and a travel site, which indicates her intent to travel.

Our targeted Global Hotels ad is instantly delivered to her based on her online behavior, which she sees and clicks on.

It takes her to a landing page offering 30,000 loyalty points for becoming a member and bonus points to “Sign In on Facebook”. She goes for the extra points and signs in on Facebook. Now that Jen has become a member, Global Hotels has information from her profile and from Facebook and is able to market more effectively to her.

Global Hotels can tell from Jen’s Facebook interests that she likes going to the spa and golfing. As Jen browses the Global Hotels website she sees a personalized offer for Global Hotels in Hawaii, a property that is known for its spas and golf courses. She’s interested in finding out more.

She starts to book a room and reviews prices, but it’s getting late and decides to do more research and planning later.

She closes her laptop and forgets about her booking.

Based on her actions, Jen is automatically added to a multi-channel campaign. This campaign targets potential guests who have abandoned bookings and will send them a follow-up email the next day.

The next day, Jen receives the email and is reminded about the hotel she was looking at. The email also includes personalized and relevant information based on her interests, such as the popular spa and golf course nearby. The email has a link to continue her previous booking.

Jen clicks the link and her reservation is pulled up.She reviews it but has a few questions.

Her actions on the webpage prompt a Click-to-Call, Click-to-Chat window to pop up. She wants to talk to someone live so she selects the Call option.

Jen is routed to the best agent based on her profile and behaviors. Robin is a call center agent for Global Hotels. She specializes in Hawaii and has excellent experience with millennial travelers.

Robin reviews Jen’s guest profile before being connected and sees that Jen is interested in Global Hotels Hawaii, has never stayed with Global Hotels before and likes to golf and visit the spa.

Robin leverages her knowledge base to help answer Jen’s questions and asks whether she wants to make a reservation. Robin hears hesitation, but is able to react intelligently and propose a recommended offer for the Signature Revitalizing Package. Jen loves the offer - a combined room and spa reservation is a great value so she decides to make the reservation.

Jen is happy about getting the special room and spa package and excited to be going on a trip. She sends a tweet to share her excitement.


• Works hard, plays hard• Technologically savvy

Modern Customer Experience for HospitalityPart II: Personalized and Modern Guest Experience

• Personable and friendly• Local resident of the area

Jen JonesYoung Professional

JohnHotel Greeter/Concierge

Hotel Guest Global Hotels Hospitality company with properties operating around the world

Represents a millennial traveler Responsible for assisting guests of the hotel


On the morning of her arrival date Jen receives a message asking if she would like to check in for her upcoming stay. She clicks Yes.


She confirms her reservation information and is all set to go. She starts to head out and will be at the hotel in a few hours.

9:05 AM


Meet John, the bellman at Global Hotels. His job is to welcome guests as they arrive, making them feel comfortable and special at the hotel as well as helping them in anyway possible to ensure a pleasant and enjoyable stay.


John starts his day by reviewing who the key arrivals are. Jen is on the list as a Top Influencer due to her large following on social networks. He also reviews the hotel’s daily meetings and events calendar so he can answer any questions that will likely come up.


Later that day John receives a message as Jen is nearing the hotel. He clicks on the message to review her guest details.

Guest Arriving

Jen JonesTop Influencer

Click For Guest Details


John is able to review information on Jen such as her profile, preferences and interests and is now able to connect with her better.


As Jen gets out of her car, John welcomes her by name and offers her favorite drink.


John helps Jen to her room. At the door John shows Jen how her phone is used as a mobile room key.


As Jen enters the room she is pleasantly surprised the temperature in the room and channel on the TV are already set based on her preferences as well as the extra down pillows that she can’t sleep without.


Before John leaves, Jen is reminded about Global Hotel’s mobile app where she can schedule her spa services in addition to seeing hotel information, controlling room functions, ordering room service and interacting with a virtual concierge.


Later that evening as Jen is relaxing near the hotel pool, she gets a message letting her know that there is an open table at the hotel’s award winning restaurant. She is getting hungry and takes the offer.


What time is check

out?

On her last day, she asks the virtual concierge what time checkout is.

Hi Jen, I am George. Your virtual concierge. How may I help you?


Check out is at 11 am.

Would you like to check out now?

The virtual concierge tells her check out is at 11 am and asks whether she wants to check out.


Yes

It’s almost 11 so Jen decides to check out now and responds “Yes”.


Yes

Jen’s folio is displayed to her and she says “Yes” to check out.

Here is your folio.

Say “Yes” to continue or “No”

to cancel the checkout.


Jen is now checked out. The virtual assistant also knows that Jen’s car is valet parked and asks whether she wants it brought out.

You are now checked out.

Would you like valet to bring your car?


Later that day, Jen checks her email and sees her final folio that was emailed to her. The email also asks for feedback on her stay and includes a link to a guest satisfaction survey.


Jen decides to give feedback and fills out the survey. With her survey responses, Global Hotels is able to make improvements to the customer experience and is also able to improve their targeting of future offers to her.


Jen had a great experience at Global Hotels and shares her unforgettable memories on her social channels.


What Makes a Great JourneyIt’s All The Little Things That Count

Oracle Confidential – Internal/Restricted/Highly Restricted 53

Know and Connect With Your Guest

Engage & Deliver Seamless, Consistent Experiences

Provide a Modern and Individualized Experience

1

2

3

• Having access to guest information to be able to treat guests individually

• Feedback mechanism for a continuous experience that is always improving

• Efficient mobile check-in and check-out procedures• Orchestrated multi-channel engagement across devices

• Anticipate needs and provide relevant recommendations and offers (open tables at dinner time)

• Mobile room keys, mobile apps, virtual concierge


Safe Harbor StatementThe preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Some References ….



Some of the Travel & Hospitality Companies using Oracle Marketing Cloud


Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 57

Results Being Realized by World-Class Companies

Sales VP Head of Digital

Marketing

Head of Service

Head of Digital

Marketing

Head of CXHead of Commerce

480Web sites being

managed following corporate guidelines

and having consistent look and feel

4XRecipient of Airline

Program of the Year. Ability to understand,

respond to & anticipate customer needs

5m+Customers receiving

dynamic emails showing relevant

content and translations

10%Reduction in call volume. Saved

$200,000 annually

14% Increase in add-on

excursion purchases

90% Reduction in agent

errors while improving customer service

quality


Results Being Realized by World-Class Companies

20%Increase in new

member acquisition in airline loyalty

program

93%Higher conversion

rate65% higher email

open rate5.8x higher revenue-

per-email

132% Increase in

revenue per email

54.8% responder-to-open-rate

22%increase in

customer pickup rate

Head of Marketing

Head of Email Marketing

Marketing Manager

Director of eMarketing

Marketing Director

Head of Loyalty

5M+Customers receiving

dynamic emails showing relevant

content and translations

300%Increased click rates

120% increase in open rates


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