Maximizing Data to Put Personalization to Work for Your Property

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The document discusses how hotels can maximize guest data and personalization. It argues that owning guest data is key to owning the guest experience. Hotels should start small in data collection and use, then scale up efforts over time to personalize all aspects of the guest journey from research to stay to reviews. Proper use of guest data can enhance satisfaction and drive increased revenue, but privacy and security are paramount.

Marketing

Data: The Crown Jewels
Maximizing Data to Put Personaliza9on to Work
for Your Property
Tim Peter
President, Tim Peter & Associates
@tcpeter

© 2016 – Tim Peter & Associates
“You can never have too
much data. Bigger is
definitely better.”
Werner Vogel, CTO, Amazon

© 2016 – Tim Peter & Associates
You host more
devices than
guests each night

Own the data, own the guest
•  “Much more importantly than a source of
transac9ons, mobile is a chance to plumb the
end-to-end user experience… Say you are looking
for an accommoda9on on an iPad but then you
book on a PC. But, then you show up at the hotel
with your iPhone. All of that is plumbed to [a
Booking.com] account... but really in the longer
term it is increasing our value to the customer
that would be very diﬃcult for an independent
hotel to do.” – Darren Huston, Priceline CEO

© 2016 – Tim Peter & Associates
“Your margin is my
opportunity.”
Jeff Bezos, CEO,
Amazon

© 2016 – Tim Peter & Associates
Content is King
•  Cut through the cluXer
•  Create content that is:
–  Snackable
–  Sharable
–  Sharp
•  Focused on needs of guest

© 2016 – Tim Peter & Associates
Context is Queen
•  How, where, when, and why
are your guests interac9ng
with you, your property,
your content?
•  How can you connect with
that experience?

© 2016 – Tim Peter & Associates
Context deﬁnes guest experience
•  “Digital footprints” highlight
what guests care about at each
step
•  Savvy travel marketers can use
these footprints to improve
content and experience
throughout
Dream
Plan
Book Experience
Share

© 2016 – Tim Peter & Associates
Data is the Crown Jewels
•  Must be willing to start small –
but you must start
•  An9cipate, analyze, and adapt to
changing guest needs
•  Protect the crown jewels: Privacy
and security maXer; protect guest
informa9on like the business
depends on it

© 2016 – Tim Peter & Associates
•  Hospitality is about
understanding your
customer
•  Use that
understanding to
drive increased
sa9sfac9on – and
increased revenue

© 2016 – Tim Peter & Associates
Will I be sa9sﬁed
with my stay?

© 2016 – Tim Peter & Associates
Why should I buy
from you?

© 2016 – Tim Peter & Associates
Think “Crawl,
Walk, Run”
Crawl
• Assess current data collec9on/use
both internally and across vendors
• Explore op9ons for improved use of
guest data to enhance guest
experience
• Train staﬀ on appropriate use of
guest data
• Deﬁne roles; assign accountabili9es
Walk
• Test personaliza9on eﬀorts in one or more marke9ng
and customer service channels
• Measure results and incorporate learnings into
opera9onal processes
• Build on successes to conduct subsequent tests and
opera9onal changes
Run
• Build personaliza9on into every
aspect of guest experience
• Align guest experience across
mul9ple touchpoints
• Con9nue to train staﬀ on lessons
learned/best prac9ces

© 2016 – Tim Peter & Associates
Vendor
Evaluation
Structural Technical Financial Cultural Features Standards
• Financial
viability
• Experience
• Market share
• Reputa9on
• Security
• Speed
• Integra9ons
(PMS, CMS,
RMS, website)
• Mobile
• Implementa9on
costs
• Training costs
• Total cost of
ownership
• Support hours
• Training
• Fit
• Predic9ve
analy9cs
• Visualiza9ons
• Mobile
accessibility
• Data migra9on
• Regulatory
• Legal
• Cross-border/
interna9onal

© 2016 – Tim Peter & Associates
Not “Big Data;” Your Data
•  Own the data, own the guest
•  Crawl, walk, run
•  Start small, scale when
ready
•  Compe99ve diﬀeren9ator
•  Build a moat to protect
your kingdom

© 2016 – Tim Peter & Associates
Thank You
Web: 9mpeter.com
Phone: +1.201.305.0055
Email: 9m@9mpeter.com
TwiXer: twiXer.com/tcpeter

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