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Personalizing the Website Visitor ExperienceDynamic Content Personalization

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Meet Liz.

She starts her search looking for Midtown Manhattan Luxury Hotels.

An LA native who is interested in taking a trip to New York for a girl’s weekend.

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Pre-Personalization:Liz finds The New York Palace and has been reviewing the site.

“Oh, here’s the hotel I’m

interested in. Where

is that special I

was looking at before?

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Post-Personalization:Liz finds The New York Palace and has been reviewing the site.

“Oh, here’s the hotel

I’m interested in. That

special is just what

I’m looking

for.”

Custom Image

Tailored Promotion

for LA Travelers

Custom Promo Tile

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What is happening?

Dynamic Content Personalization

The website features content and promotions that truly resonate with her, which will influence her planning and purchasing behavior.

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The Result of Personalization?

Companies that are personalizing content on their websites are reporting uplifts in online sales as high as forty percent!

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What is Dynamic Content Personalization?

The ability to deliver unique and relevant textual, visual, and promotional content to site visitors, based on:

• geo location• demographics• website behavior• past booking history• guest preferences• reward program affiliation• customer segment

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Features & Benefits

Target customer segments with unique and relevant content

Address business needs with relevant promotions and specials

Achieve higher conversions

1

2

3

4 Generate more user engagement

5

6

7

8

One time fee and set-up

Ability to update on the fly, at no additional charge once implemented

Shift share from the OTAs

Give your website a competitive advantage

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How does it work?

Custom Image

Tailored Promotion

for LA Travelers

Custom Promo Tile

LA Traveler

Smart Personalization Engine

Geo-Targeting > Custom Image, Message, & Promo Tile

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Available in Q4 2014:

LA Traveler

Smart Personalization Engine

AND

Repeat Visitor

Custom Content

Custom Design or

Theme

Custom “Private” Homepage

Geo-Targeting > Custom “Private” Page with:• Custom Textual, Visual and Promotional Content • Custom Design Theme• Even completely different page design and

layout

Additional Targeting Layer (ex. Repeat vs. New Visitors)

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Whom to target.

Special long-stay promotions: Stay 5 nights, get the 6th night free, suite packages or upgrades to suites

Serve foreign language content based on the default language preference in the user’s browser

In-state residents: “State Resident” special

Domestic:

Foreign:

Main drive-in out-of-state feeder markets: “Out-of-State Courtesy Special”

Main fly-in feeder markets: Free breakfast, advance purchase rates, third night at 50%, or weekend extensions at reduced rate

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A look inside the backend...

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Phase II: Future Dynamic Content Personalization Options

2

Revenue Management Software:Serve content & promotions based on real-time business / occupancy needs. Ex: If user is searching for dates for which the property needs major help, serve a steep discount.

1

eCRM / PMS:Serve content & promotions based on past stays. Ex: past suite bookers receive “Suite Promotion.”

Facebook OpenGraph:Serve content based on demographics. Set up incentive for users to login to the website via Facebook, to target users based on profile data.3

Smart Personalization Engine

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Questions? Contact HeBS Digital at success@hebsdigital.com