customer experience optimization (tina alexander)

#monetatesummit

Customer Experience Optimization

Tina Alexander, AVP of Digital and Web Marketing, Celebrity Cruises

Globally recognized and awarded brand'!Top 100 Cruise Ships in the Condé Nast Traveler 2014 Readers’ Choice Awards'!Best Premium Cruise Line - Travel Weekly’s Annual Globe Awards

• Affluent Vacationers:• Age: 35 + years old• Household income: $100,000+• Net wealth: $500,000+

'• Europe: Mediterranean, Baltics, and Fjords • Caribbean • Alaska • Hawaii • South America • Asia • Australia • New Zealand • Galapagos

Providing an updated luxury vacation experience to:

Sailing to exotic destinations around the World

Destinations: taking you around the world in modern luxury

Staterooms'!

Airy spaces'with all the right,'tasteful details

Dining'!Restaurants where'the design is just as'important as the cuisine

Service'!Intuitive service'with a keen eye'for detail

Activities'!Do as much'or as little as'you choose

Escape from your day to day, feel relaxed and restored,'do what you feel like and know everyone will be happy

Partnerships for Modern Luxury

Many'also'consider'Length'of'trip,'Value'for'the'

money,'Departure'date,'and'

Departure'port

Other'influen8al'info'sources:'Past'experience(s)'with'Celebrity'Cruises,'Travel'agent,'

Friends/Family/Colleagues'and'Cruiser'review'

sites

!Nearly'one=in=five'booked&on&an'online'travel'

agency'website.

Top'problem'area:'Dining.'Problem'‘resolved’'for'less'

than'half'!

One=in=five'had'a'Stateroom'problem.

Would'also'consider'Royal,'Princess'&'Holland'America

T O T A L

PLANNING ! BOOKING ! CRUISING ! SHARING AND RETURNING

Top&Factor:'I8nerary/ports=of=call

Top&Info&Source:'Celebrity'Website Booked:'Travel'Agent Cruise&Experience:& %'Secure

Encountered&a&Problem:&%'Yes

Highly'Likely'to&Advocate

Highly'Likely'Recruise Consider&only&Celebrity

We map the digital cruise journey

Focusing on strategic segments

• U8lize'Monetate'for'segmenta8on'and'targe8ng'of'DMA'traffic'on'CEL'website''

!

• Message'users'based'on'DMA'with'specific'offers''

!

• Targe8ng'ran'during'Move'Up/Double'Up'promo8on'

!

• Segmenta8on'and'targe8ng'resulted'in'increased'CTR'for'banners

We initially focused on geography

Version A Version BSingle CTA Image'Focus

Version CText'Focused

Layering in version testing for promotions

Driving to DMA hubs

We also modernized the webWe launched a new homepage

We also modernized the webWith customized content

based on the booked status

Not Logged In Logged in

We also modernized the webFeaturing a responsive blog

catalyst.celebritycruises.com

Targeting our top cities

Next Up: More Content Customization

Tina Alexander'AVP, Digital and Web Marketing'

Celebrity Cruises'!

TinaAlexander@celebrity.com '@tinaalex

Questions?