improving the digital customer journey to drive bookings

Using Digital to Improve the Customer Journey & Drive Bookings

Webinar 1 October 2015

Your hosts

Kevin May Senior Editor & Moderator Tnooz

Gene Quinn CEO & Producer Tnooz

Your presenters

Ryan Gibson EVP, Marketing Strategy Merkle | RKG

Pat McInerney Sr. Account Executive Google

Matt Naeger EVP, Digital Strategy Merkle

Poll no. 1 Where are you located?

Poll no. 2 What business segment do you represent?

6 #MerkleWebinar @MerkleCRM @Google

Win a complimentary trip

to Merkle’s intimate Travel Exchange event

November 3 – 4, 2015

The Ritz-Carlton | Dana Point, CA

Note: contest closed after live webinar

Featuring speakers from:

TO WIN All live webinar attendees will be entered to win!

One lucky winner will be selected - Merkle|RKG will email the winner within 5 business

Meet Travel Customers Where They’re Researching & Booking

Mobile

Mobile Video

Mobile Video OTAs

Poll no. 3 How much of your spend/effort is desktop

vs. mobile?

U.S. Travel Industry Digital Ad Spending by Device, 2015

Source: eMarketer.com, May 2015

% of total ($4.85B)

Mobile $2.38B | 49%

Desktop/Laptop $2.47B | 51%

Florida Travel Mobile Moment June 2014

19 #MerkleWebinar @MerkleCRM @Google Source: Google Travel Study, June 2014, Ipsos MediaCT

Usage of smartphone for inspiring leisure travel

In spare moments, such as when waiting, commuting, etc.

While doing other activities, such as watching TV, eating, etc.

By doing quick searches on search engines

By visiting social networking sites

By visiting travel-related websites for quick visits Before looking for travel ideas on computer or tablet

Usage of smartphone for travel inspiration in spare moments, such as when waiting, commuting, etc. by affluent travelers

Base: Personal quota and use smartphone during Inspiration phase (n=707) and Base: Affluent travelers who use smartphone during Inspiration phase (n=348) INSPIRE2: You mentioned that you typically use your smartphone to access the Internet during the Inspiration phase. Which of the following, if any, describe how you use your smartphone when you are seeking inspiration for your personal or leisure trips? Do you typically look for travel ideas on your smartphone…? (Select ALL that apply).

Smartphones are often used for travel inspiration in “snacking moments” before planning.

Online via computer

Online via smartphone

Online via tablet

By calling on my smartphone

By calling on another phone

In-person

Booking methods after using smartphone for leisure travel inspiration

Online (net)

Phone call (net)

48% Ultimately book another way 47% of affluent travelers book another way

Half of those who use their smartphone for leisure travel inspiration ultimately book another way (not on smartphone).

Base: Personal quota and use smartphone during Inspiration phase (n=707); Affluent travelers who use smartphone during Inspiration phase (n=348) INSPIRE3: And, when you have used your smartphone to seek inspiration, how have you ultimately booked components of those personal or leisure trips? (Select ALL that apply)

Source: Google Travel Study, June 2014, Ipsos MediaCT

Be present when needed.

“Hotels Near Me”

-  On Mobile

-  Near Airport w/ Shuttle

-  FAA / Weather Delays

The China Opportunity

The largest global mobile market, with 1.25B users

Sources: Statista

Mobile Video OTAs

Poll no. 4 How are you using video?

U.S. Travel Video View Share on YouTube by Content Type, 2012-2013

Source: eMarketer.com / Think with Google, “Travel Content Takes Off on YouTube,” 2014

u Community Generated

Personal Travel Footage / 27%

Tips / 4%

Reviews / 2%

Professional Content / 1%

u Brand or Professionally Released

Info Footage / 4%

Viral Content / 12%

Ad / 50%

U.S. Digital Video Viewers & Penetration 2013-2019

Source: eMarketer.com, 2015

27 #MerkleWebinar @MerkleCRM @Google Source: eMarketer.com / BDRC Continental, “Holiday Trends 2015” March 5, 2015

Sources that Influenced UK Internet Users When Booking a Leisure Trip, by Demographic

28 #MerkleWebinar @MerkleCRM @Google Source: eMarketer.com, January 2015

Facebook

YouTube

Twitter

Instagram

80% 80%

58% 65%

46% 56%

35% 44%

34% 42%

23% 36%

% of respondents

2013 2014

Social Networks on which U.S. Leisure Travelers Have an Account

Online travel videos are influential in early stages.

Leisure Travelers

When travel videos are viewed (among those who watched/commented on travel-related

video)

65% When thinking about taking a trip

48% When thinking about what type of trip to take

61% When choosing a destination

Base: Watched/commented on travel-related video (Personal n=1239, Business n=860) ; Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply)

Source: Google Travel Study, June 2014, Ipsos MediaCT

32 #MerkleWebinar @MerkleCRM @Google Source: Google Data, March 2013–March 2014, Search Query Volume, United States

71% of travel related queries on YouTube are for destinations.

Destination Names

General Travel Queries

Local Attractions/POI

Travel Products

Travel Brands

67% of millennials agree that they can find a YouTube video on anything they want to learn.

Mobile Video OTAs

Poll no. 5 How does the OTA booking process

compare to yours?

Global // Online Shopping Channels (Flights & Hotels)

U.S. // Online Shopping Channels (Flights & Hotels)

Reasons U.S. Travelers Book through OTAs

OTAs are doing a better job consistently reaching hotel bookers.

29% 27%

11% 13%

Daily Multiple Times per Week Weekly Monthly Never

Hotel brands (e.g. Hilton, Motel6, etc.) Online travel agencies (e.g., Expedia.com, Orbitz.com, etc.)

How often do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.)?

Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014

C6. During your research for a [CATEGORY], how often to do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.) for the following? (N = 1,733)

OTAs are doing a better job consistently reaching hotel bookers.

29% 27%

11% 13%

Daily Multiple Times per Week Weekly Monthly Never

Hotel brands (e.g. Hilton, Motel6, etc.) Online travel agencies (e.g., Expedia.com, Orbitz.com, etc.)

How often do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.)?

C6. During your research for a [CATEGORY], how often to do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.) for the following? (N = 1,733)

Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014

The Traveler’s Journey

Brand, company sites or apps

39% Price comparison

Travel sites or apps

37% Review sites

or apps

36% Social networking

sites or apps

Search Engines 59%

Online travel agencies 51%

Map sites or apps 51%

Online Sources of Travel Information (Any Device)

For travel planning and booking, search engines are the leading source of information.

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008).

CONSIDER Interests

Concerns Needs

EVALUATE

ADVOCATE BOND

EXPERIENCE BUY

Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

Today’s Travel Customer Journey

45 #MerkleWebinar @MerkleCRM @Google Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

CONSIDER Interests

Concerns Needs

EVALUATE

ADVOCATE BOND

ADVOCATE EXPERIENCE

EXPERIENCE BUY

LOYALTY LOOP

CONSIDER Interests

Concerns Needs

EVALUATE

ADVOCATE EXPERIENCE

LOYALTY LOOP

where search comes into play

where social & display come into play

CONSIDER Interests Concerns

EVALUATE

BOND ADVOCATE

EXPERIENCE

LOYALTY LOOP

Many travelers start travel planning undecided on a brand.

Source: thinkwithgoogle.com

Many travelers start travel planning undecided on a brand.

Source: thinkwithgoogle.com

Gather data early to build the right audience.

PEAK SEASON

Research for Flights & Hotels

PEAK SEASON

Booked! Research for

Flights & Hotels

PEAK SEASON

Booked!

Research for Events & Activities

PEAK SEASON

Booked!

Research for Events & Activities

Booked!

Proven Results

Case Study: Y/Y Paid Search Reservations Growth

Merkle|RKG & JetBlue

Year 1 Year 2 Year 3 Year 4 Year 5

Source: Merkle|RKG data

+240% Year 1 Year 2

Case Study: Y/Y Paid Search Revenue Growth

Merkle|RKG & JetBlue Getaways

By providing ads and content in customers’ language, JetBlue saw CTR increase by 12X and conversion rate increase by 65%.

u Click-Through Rate Improvement

+1100%

u Conversion Rate Improvement

Strategy: Granular Route CPA Targets

JetBlue before Merkle|RKG

Overall CPA Goal Category CPA Target

Actual Category CPA Overall CPA Goal Category CPA Target

Actual Overall CPA

Actual Category CPA Overall CPA Goal Category CPA Target

The account hits its overall CPA goal by bidding each category to individual CPA targets.

Case Study: Sales Grow M/M While Maintaining Efficiency Target

Merkle|RKG & Travel Comparison Engine

+162% +179%

Month 1 Month 2 Month 3 Month 4 Month 5

Merkle|RKG management begins

+162% +179%

-  Bidding with Merkle|RKG proprietary technology

+162% +179%

-  Mobile strategy implementation

+162% +179%

-  Mobile strategy implementation

-  Geotargeting strategy enhancements Merkle|RKG management begins

Analytic Services

•  Segmentation & Insights

•  Targeting & Decisioning

•  Attribution & Measurement

•  Data Strategy & Sourcing

Merkle Travel Solutions

Enabling Connectivity, Addressability & Stellar Performance

Marketing Technology

Services Consulting Services

•  Business & Use Case Development

•  Assessments & Roadmaps

•  Change Integration & Transformation

•  Marketing Database

•  Identity Management

•  Analytics Platform

•  DMP & Decisioning

•  Personalization

•  Media & Channel Execution

Digital Agency Services

•  Search (SEM, SEO)

•  Media (display, social, video)

•  Site (UX Design, development)

•  Messaging (email, SMS)

•  Social Media

JOIN US at PhoCusWright 2015 Merkle & Merkle|RKG will be hosting a workshop.

November 17 | Hollywood, FL

5 Digital Reservation-Driving Strategies to Implement Now

Contact events@merkleinc.com to register or schedule a meeting with a member of the Merkle team at this event.

Thank you!

Send your questions and comments to gene@tnooz.com

Replay and presentation will be available on www.tnooz.com

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