CRM 3 MANAGEMENT, MESSAGING, MEASUREMENT MICHAEL BENNETT - SVP, GLOBAL MARKETING DUANE HEPDITCH - SVP, PRODUCT MARKETING MARCH 9, 2017

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1 CRM 3 MANAGEMENT, MESSAGING, MEASUREMENT MICHAEL BENNETT - SVP, GLOBAL MARKETING DUANE HEPDITCH - SVP, PRODUCT MARKETING MARCH 9, 2017

2 What s the big CRM idea?

3 What is CRM 3? CRM 3 is the new standard in managing the fragile relationship between hoteliers and guests. It s the next generation in management, messaging and measurement of customer relationships. Let s break it down

4 CRM 3 - MANAGEMENT

5 Management is about connecting to, consolidating, cleansing and creating secure, actionable data. A true, single version of truth.

6 TRAVELER LIFECYCLE

7 Social CRS Web Call Center Partners PMS Loyalty Mobile GSS Apps Activities POS

8 Social CRS Web Call Center Partners Loyalty Data Intelligence Warehouse PMS Mobile GSS Activities POS Apps SINGLE VERSION OF TRUTH

9 CRM 3 MANAGEMENT IN ACTION: AMRESORTS

10 Data Driven Digital Marketing The Challenge In early 2015 AMResorts knew that the success of their digital marketing efforts was tied closely with their ability to activate and learn from the wealth of data following through the company. Fully leveraging their first party data wasn t just going to impact bottom line results but also provide a more personalized and engaging experience for each guest. Social Display CRM AMResorts engaged us to lead this comprehensive data-driven strategy based on our expertise in data integration and activation for the travel industry. Web Mobile The challenge wasn t only consolidating enterprise data sets, but gleaning insights to drive action while measuring the impact to create a process of continuous improvement and optimization. Video SEM

11 Data Driven Digital Marketing The Data Age: Middle Age 54% between % between Data Append Analysis AMResorts Top Guests Profile DEMOGRAPHICS Martial Status: Married 71% Married Gender: Skews Male (based on purchase) 70% Male 30% Female HHI: Affluent 73% above $100K 29% above $250K

12 Data Driven Digital Marketing The Data Data Append Analysis AMResorts Top Guest Profile LIFESTYLE PREFERENCES + BEHAVIORS Interest in Travel Business Travel Personal Travel Book Buyer Healthy Living Food & Wine Interest in Cooking Interest in Gourmet Cooking Sports Sporting Life Interest in Music Entertainment Do-it-Yourselfer Great Outdoors Family Female Merch Buyer Children Interest Luxury Life High Tech Leader Pets Health + Beauty Avid Readers Diet Weight Loss Vacation Travel Owns A Dog Golf Lover 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 29% 26% 26% 23% 23% 20% 20% 63% 63% 62% 62% 61% 59% 55% 52% 52% 48% 43% 43% 43% 42% 41% 72% 80% 80% 86% Key High-Indexing Categories Interest in Travel Health and Wellness Food and Wine Sports Music and Entertainment Luxury Pursuits Outdoor Activities Luxury Life

13 Data Driven Digital Marketing The Data ALOS Indexes January February March April May June July August September October November December Breathless 105% 114% 112% 109% 92% 87% 99% 102% 91% 94% 106% 87% Dreams 100% 105% 100% 107% 89% 99% 95% 101% 99% 94% 105% 105% Now 108% 99% 99% 98% 83% 101% 97% 106% 96% 94% 109% 111% Secrets 107% 103% 108% 105% 97% 96% 102% 100% 94% 94% 97% 100% Sunscape 114% 104% 115% 106% 93% 91% 105% 93% 95% 94% 103% 91% Zoetry 104% 108% 109% 99% 105% 96% 93% 90% 100% 107% 94% 98% Grand Total 105% 105% 106% 105% 93% 96% 99% 98% 96% 95% 101% 99% Booking Window Indexes January February March April May June July August September October November December Breathless 79% 72% 78% 122% 105% 112% 107% 94% 118% 125% 97% 97% Dreams 111% 96% 89% 107% 91% 103% 102% 83% 91% 105% 101% 121% Now 116% 89% 77% 100% 107% 102% 93% 74% 78% 105% 118% 146% Secrets 121% 108% 83% 111% 100% 95% 93% 83% 87% 111% 100% 109% Sunscape 120% 112% 94% 106% 91% 98% 100% 74% 91% 118% 85% 117% Zoetry 98% 86% 90% 93% 99% 101% 78% 92% 95% 121% 121% 117% Grand Total 113% 99% 86% 109% 97% 99% 96% 83% 90% 111% 101% 114% ADR Indexes January February March April May June July August September October November December Breathless 114% 129% 121% 100% 92% 89% 82% 90% 84% 86% 84% 115% Dreams 123% 115% 120% 105% 82% 88% 102% 86% 76% 74% 83% 134% Now 129% 121% 114% 113% 92% 82% 95% 96% 74% 70% 81% 113% Secrets 125% 130% 119% 101% 95% 89% 93% 90% 84% 83% 88% 109% Sunscape 129% 117% 112% 111% 100% 98% 98% 93% 85% 81% 83% 111% Zoetry 121% 129% 104% 116% 83% 102% 92% 90% 78% 81% 83% 120% Grand Total 124% 123% 115% 104% 90% 92% 95% 91% 81% 80% 86% 119%

14 Data Driven Digital Marketing The Insight Demographic Data Age: 30+ Income: $150K+ Education: University + Psychographic Data Interest: Food + Wine Interest: Health + Wellness Interest: Gourmet Cooking Interest: Travel Lifestyle: Luxury Pursuits Lifestyle: Outdoor Enthusiast Lifestyle: Music Enthusiast Lifestyle: Avid Reader Intent Data Flight: Purchased a flight to an AMResorts destination Intent Data Travel: In-market for a resort in a destination with an AM Resort Property

15 Data Driven Digital Marketing The Insight Display Social CRM Web Mobile Video SEM

16 Data-Driven Digital Marketing The Impact GROWING ECOMMERCE REVENUE AT A HIGH RATE OF RETURN THROUGH DATA DRIVEN DIGITAL MARKETING Direct Revenue Direct Bookings Q116 YOY Performance +34% +27% Bookings * All results based on same property YOY performance +111% +69% CTR -73% CPC -80% CPA

17 CRM 3 - MESSAGING

18 Messaging is about enabling the greatest reach for your hotel. Whether it s regarding a trip confirmation, your hotel website or multi-channel digital marketing efforts.

19 MESSAGING AUTOMATION MOST VALUABLE GUESTS WEB PMS SOCIAL DATA INTELLIGENCE WAREHOUSE CALL CENTER AUTOMATED TARGETED PERSONALIZED RELEVANT MOBILE LIFE- STYLE INTENT SOCIAL MOST VALUABLE PROSPECTS DISPLAY TRIGGER THE RIGHT MESSAGE, AT THE RIGHT TIME, TO THE RIGHT CUSTOMER, VIA THE RIGHT CHANNEL

20 CRM 3 MESSAGING IN ACTION: PACIFIC CREST HOTEL SANTA BARBARA

21 Enable reach for your hotels through every channel Pacific Crest Santa Barbara In a competitive region, the team at Pacific Crest Santa Barbara wanted to: Improve their visibility online Use technology to engage with their guests via the channels that work for them And improve their TripAdvisor ranking

22 Enable reach for your hotels through every channel Automated s 3 days after check out send a branded, personalized automated to guests linking to an online survey Can be viewed on any device/ client With an average click through rate of 19% they see exceptionally high engagement rates from many guests

23 Enable reach for your hotels through every channel Online survey Short and to the point, this survey can be completed at any time on any device One of the key questions included in their survey is the Net Promoter Score (NPS): How likely are you to recommend Pacific Crest Hotel Santa Barbara to a friend or colleague? Pacific Crest Santa Barbara has an NPS score of 92

24 Communicating with guests through their channels TripAdvisor Post-survey guests can post a review on TripAdvisor Review is posted there and then, no login, no change of website Guestfolio pre-populates the review field with comments from the online survey, making the process quick and seamless In just 3 months Pacific Crest Santa Barbara jumped from #41 to #1 on TripAdvisor

25 CRM 3 MESSAGING IN ACTION: THE WELLESLEY LONDON

26 Communicating with guests through their channels Messaging The Wellesley uses communication to share their WhatsApp details Allow guests to check-in via WhatsApp Allow guests to make bookings via WhatsApp Communicate via marketing campaigns or automated s 38,000 in revenue generated from marketing campaigns alone for Jan & Feb 2017

27 CRM 3 MESSAGING IN ACTION: HEATHMAN LODGE

28 Communicating with guests through their channels Automated BringBacks Using automation: Engage with guests 60 days and 4 months after check-out Offer incentives to book again and book direct Target your most valued guests based on no. of times previously stayed Heathman Lodge saw $128,000 in revenue generated from BringBack s alone in 2016

29 CRM 3 - MEASUREMENT

30 Measurement is more than ROI. It s allowing hoteliers to gain deep insights on their guests while understanding key metrics that help drive the decisions their guests make resulting in more profitable direct business.

31 Measurement Confusion?!?!

32 CRM 3 MEASUREMENT IN ACTION: HOTEL DEL CORONADO

33 The Challenge Going into their high-season booking window, Hotel Del made the decision to completely eliminate all sales and promotions in an effort to increase property ADR As the summer high-season progressed e-commerce bookings slowed as past guests waited for the sales to begin Hotel Del needed a new, more affluent guest and they needed to increase e-commerce booking volume

34 Guest Analysis We analyzed the Hotel Del Internal Database and identify three target audience types based on actualized purchases and historical purchase patterns Stayed during the 2014 high season with a higher ADR than their past high season stay 531 guests Stayed during the 2014 high season with an ADR higher than $500 and had no previous stay 3,174 guests Stayed during the 2013 shoulder season with an ADR higher than $500 21,693 guests

35 Guest Analysis & Appends Through third-party data appends we created a rich guest profile based on a wide range of demographic and psychographic attributes Aggregate of three targeted audiences 25,398 guests 11,198 appended Average Age: 51 64% of this audience falls between the ages of 42 to 61 Marital Status: Married 73.2% of this audience are married Gender: Skews Male 61% of this audience is Male Household Income: $150K+ 45.4% of this audience earns $150K+ 13.5% of this audience earns $100K-$124K High Indexing Interests/Lifestyle: Gourmet Cooking Investor Sports and Leisure Fashion Domestic Travel Art

36 Look-a-Like Audience Model Hotel Del High ADR Guests Demographics: Age: Income: $150K+ Education: University+ Geographic: Lives in one of the property s major feeder markets Behaviors + Interests: In market for a trip to San Diego Domestic Travel Sports and Leisure Fashion Arts Collectibles Antiques Hunting/Shooting Golf Real Estate Investments Philanthropic Food + Wine

37 Geo-focused Positioning We focused the advertising efforts on the top affluent zip codes in the top markets to ensure an efficient and effective use of the media placements.

38 Exact Match Targeting Pinpoint guests who have been identified as high ADR stayers within your internal database and reach those exact consumer as they browse 1 st Party Audiences + Data Targeted Ads High Season High ADR Stayer HHI: $200K Interested in: Fashion Database Match: Exact Match Target with Display Ad Shoulder Season High ADR Stayer HHI: $175K Interested in: Art Database Match: Exact Match Target with Display Ad Match online guest profiles to segmented audiences within the internal database Reach the same guests who are in the CRM database

39 Behavioral Look-a-Like Modeling Using 3 rd party data to build an audience that represents the guests identified as high ADR stayers. 1 st Party Audiences + Data Targeted Ads High ADR Stayer Look a Like HHI: $200K Interested in: Investing Database Match: High ADR Target with Display Ad High ADR Stayer Look a Like HHI: $150K Interested in: Gourmet Cooking Database Match: High ADR Target with Display Ad Look-a-like Audience Model built based of 1 st Party Audiences + Data Reach Look-a-like audience with targeted ads

40 CRM + CRM Remarketing CRM & CRM Remarketing Highly Targeted 1 st Party s Conversion Bookings Highly Targeted Display High Season/ High ADR/ Previous Stay Response All creative was tailored with content Remarketing customized based High Season/ High ADR/ No Previous Stay Shoulder Season/ High ADR Creative Strategy Property Website on their historical stay data. The creative included personalized messaging to the past guests. Audience Profiles: 3 rd Party Data 1 st Party Data Consumer Data Cendyn Marketing Platform Data Profile Matching + Look Alike Modeling

41 The Results Converting Affluent Guests at a High Rate of Return 104,222 IMPRESSIONS 25,736 S OPENED 94 BOOKINGS $454 ADR 340 ROOM NIGHTS 194X ROAS 5 Week Campaign

42 Key Take-aways Management Connect, consolidate, cleanse and create a single source of truth that you can action Messaging Enabling the greatest reach for your hotel comes in many ways, shapes and forms Measurement It s more than ROI. Deep insights allow you to know your best guests better and find more that look like them

43 THANK YOU