Personalizing  the  Online    Travel  Experience  

October  18,  2012  |  2:00  pm  ET  

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Tips  for  Webinar  ADendees  

•  Audio  problems?  Click  the  “Problem  Dialing  In”  link  or  switch  to  the  webinar  phone  bridge  and  make  sure  your  phone  is  on  mute.    •  Use  the  “QuesTon”  box  within  GoToWebinar  to  ask  a  quesTon  or  use  the  webinar  hashtag  #travelwebinar    •  A  recording  of  the  webinar  with  the  slide  deck  will  be  available  at  monetate.com/webinars  within  1  to  2  business  days.  

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Today’s  Presenters  

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Carroll  Rheem  Director,  Research    PhoCusWright  

Kurt  Heinemann  Chief  MarkeTng  Officer  Monetate  

Carroll  Rheem  Director,  Research  @PhoCusWright  

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Personalizing  the  Online    Travel  Experience  

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Carroll  Rheem  Director,  Research  @PhoCusWright  

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Thank  You  

Kurt  Heinemann  Chief  MarkeTng  Officer  @Monetate  

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Personalizing  the  Online    Travel  Experience  

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What  is  Relevance?  

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What  is  Relevance?  

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PersonalizaNon  Drives  Revenue  

•  Seat/room  upgrades  •  Room  upgrades  

Source:  IdeaWorks  

•  Pre-­‐  and  in-­‐flight  services  •  Baggage  fees  

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PersonalizaNon  Drives  Revenue  

Ancillary  fees  may  drive  in  revenues  but  can  damage  the  experience.  Be  thoughdul  in  what  you  charge  for  and  how  its  packaged.  

Source:  PricewaterhouseCoopers  

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Old  School  PersonalizaNon  

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PersonalizaNon  Challenges  

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PersonalizaNon  Challenges  

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PersonalizaNon  Challenges  

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PersonalizaNon  Challenges  

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PersonalizaNon  Challenges  

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Secrets  of  Relevance  

•  Understand  who  you  are  talking  to.  

•  Use  customer  loyalty  to  your  advantage.  

•  Know  the  device.  •  Leverage  locaTon.  •  Maintain  the  scent  trail.  

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Understand  Who  You  are  Talking  to  

CreaTng  narraTve  personas  of  each  of  your  main  traveler  segments  will  help  you  determine  what’s  important  to  them…  and  create  a  relevant  online  customer  experience.  

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Use  Loyalty  to  Your  Advantage  

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Use  Loyalty  to  Your  Advantage  

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Know  the  Device  

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Leverage  LocaNon  

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Leverage  LocaNon  

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Maintain  the  Scent  Trail  

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More  Secrets  of  Relevance  

•  Use  prior  session  data  and  real-­‐Tme  behaviors.  

•  Make  more  impact  with  benefit  not  price.  

•  Look  at  the  experience  through  the  consumers’  eyes.  

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Prior  Session  and  Real-­‐Nme  Data  

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More  Impact  with  Benefit,  Not  Price  

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More  Impact  with  Benefit,  Not  Price  

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Your  Relevance  Game  Plan  

•  Pick  some  targets  (start  with  the  low  hanging  fruit).  

•  Test  new  ideas.  •  Learn  quickly  and  iterate.  •  Find  those  “Goldilocks  moments.”  

•  Try  and  try  again.  

Thank  You  

Kurt  Heinemann  Chief  MarkeTng  Officer  @Monetate  

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QuesNons  &  Answers  

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Personalizing  the  Online    Travel  Experience