targeting the new-ish bleisure (business & leisure) traveler

Copyright © 2014 Leonardo Worldwide Corporation

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com

Targeting The New-ishBleisure (Business & Leisure) Traveler

August 21, 2014

Robert Cole, Founder, RockCheetah

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

support@citrixonline.com Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo

Lennert de Jong, Commercial Director, citizenM Hotels

Darlene RondeauVice-President,

Best Practices, Online Merchandising

Leonardo

@darlenerondeau

Robert Cole Founder

RockCheetah

Lennert de JongCommercial DirectorcitizenM Hotels

Bleisure travelers are:

► Doing business and leisure activities

► Connected through mobile + broadband

► More satisfied with hotels that get this

Robert Cole Founder

RockCheetah

► Multi-Persona Travelers► Traveler Personalities► Seven Travel Phases► Multiple Devices► The Bleisure Experience► Potential Solutions

Overview

Image Credit: (a)artwork | flickr (cc)

► Every Traveler Has Many Personas●Business Trip●Family Vacation●Romantic Weekend

► Persona is Itinerary-Specific●Dependent on Party & Destination

► Frequent Traveler ID Insufficient●Good at Identifying Individual●Bad at Understanding Intent

Multi-Persona Travelers

Image Credit: Angus Stewart | flickr (cc)

► JD Power Categories●Travel Companions●Constrained Choice●Habituals●Price Buyer●Scrutinizers●Services & Amenities

Traveler Personalities

Image Credit: Andy Woo | flickr (cc)

Seven Phases of Travel

Image Credit: Robert Cole (All Rights Reserved)

► Different Needs●At Different Times

► How is Trip Booked?●Multiple Steps?

► Who is Paying?●Split Responsibility?

► Booking Coordination●May Be Sequential

► Desktop●Full Browsing Experience

► Tablet●Typically Mirrors Desktop Behavior

► Smartphone●Just the Facts

► Future – New User Interfaces●Wearables – Watches, Glasses and Other Devices●Connected Car – Totally New Mobile Interface

Multiple Devices

Image Credit: Google

► Personal Goals● Business● Leisure

► Others’ Goals● Employer● Travel Companions

► Logistics● Activity Prioritization● Itinerary Sequence

► It’s All About Relevance

The Bleisure Experience – Mixed Influences

Image Credit: Maciej_ie | flickr (cc)

► Customization (Explicit)●Signal Identification

● Find Hints of What Customer Needs

●Adaptive Content● Provide Images & Content to Satisfy Needs

●Cross-Platform Compatibility● Complex Trips Longer Harder to Plan – More Sessions

► Personalization (Implicit)●Big Data Used for Discovery

● Compare An Individual’s Behavior to Others

Potential Solutions

Image Credit: Sjoerd van Oosten | flickr (cc)

► Identify Traveler Persona(s)► Consider Various Personalities► Adapt to Travel Phase► Consistent Experience Across Devices► The Bleisure Experience

●Relevant Content●Competitive Differentiation●Compelling Presentation

Key Takeaways

Image Credit: m. aquila | flickr (cc)

Lennert de JongCommercial DirectorcitizenM Hotels

bleisure traveler

see the difference?

to all business people, and leisure peopleto all people who travel in a groupto those who belong to an airline crewor to a small, medium or big corporationor are in a meeting, incentive or conference,the average hotel welcomes you all

citizenM target audience

is not business or leisure.wears armani jeans, with a gap t-shirtdrinks champagne but takes the bus homeflies easyjet but spends a few hundred on a good dinnercares more about experience than points

is business vs leisure not a poor question to ask?

what hotels focus on

what hotels should focus on

business / leisure is everyone

define an audience and serve them a proposition based on:- price sensitive/insensitive- company affiliation- aspirational brand affiliation- repeat versus new- online reputation score (of the guest)- behaviour- purpose

examples

repeat

insensitive

sensitive

aspire

behaviour

the aim of a magazine?

1) content2) relevance3) SEO4) branding5) profiling

It’s not purpose of trip that counts

Look at it from the guest’s

perspective

Be relevant, interesting and

informative

Key Takeaways

Understand Today’s Travel Shopper: Learning from Google’s 2014 Traveler Study

Save your spot: webinar.leonardo.com/google

Join us on Thursday September 25th, 11 AM ET (8am PT)

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Connect with us!

Robert Cole

@citizenlennert

@RobertKCole

Lennert de Jong

www.citizenm.com

robert@rockcheetah.com

citizenlennert@citizenm.com

Copyright © 2014 Leonardo Worldwide Corporation