Oracle Marketing Cloud for Travel and Hospitality Solution Overview

Oracle Marketing CloudThe modern consumer presents complex challenges for marketers in travel and hospitality. Today’s travelers are tech-savvy, informed, and seek out the best deals available. As they peruse the travel sites and services available, they move between online and offline channels with fluidity, making it even harder to identify them correctly and connect relevant data to their behaviors. To address these challenges, travel marketers need to embrace digital marketing and find ways to engage in a more personalized way.

Challenge: Improve Customer LoyaltyTravel and hospitality marketers want to maximize direct bookings, understand then monetize customer intent, drive ancillary revenues, and increase direct customer loyalty. They know that the path to lifelong loyalty and increased revenue involves building and growing deep customer relationships, and delivering accurate price and schedule information. To do that, marketers need solutions that aggregate their data as customers move from device to device and channel to channel, unlocking value, finding new leads, and optimizing their acquisition targeting with targeted omni-channel communications.

Solution: Oracle Marketing Cloud for Travel and HospitalityOracle Marketing Cloud equips companies with the powerful omni-channel marketing tools necessary for a customer-centric approach. Travel, though, has its own specific needs—which is why Oracle Marketing Cloud for Travel and Hospitality has custom-designed tools for this unique area, including tailored software and best practice programs designed to help organizations in their efforts to succeed. Travel marketers can utilize Oracle DMP to create one view of the customer, consolidating all customer data across devices and channels. The Travel Web Retargeting Service (T-WRS) helps them target customers based on customer-specific purchase intents, while personalized dynamic emails, offers, loyalty programs, landing pages, and mobile communications ensure an exceptional customer experience overall.

The Path to a Customer-Centric Travel Experience

Cross-Channel MarketingImprove conversion and deepen the customer relationship using enhanced capabilities that track, qualify, and measure activities across web, mobile, email, and other channels. By leveraging cross-channel marketing tools, travel and hospitality marketers can reach out to their audience with a timely, targeted, and personalized message. This establishes effective ongoing communications across all channels.

Content MarketingAlign, plan, and deliver relevant and scalable content to educate both current and prospective customers with compelling persona-based messaging that increases engagement across channels. The built-in workflow capability of a content marketing platform will also simplify the allocation of tasks, including content creation, approval, and publishing capabilities. This allows travel and hospitality marketers to scale their content marketing efforts and achieve more with less.

Data ManagementUnlock and optimize first, second, and third-party data to create actionable audiences—whether they’re online, mobile, or offline. This helps create an audience profile based on activity, allowing marketers to find out exactly what they need and, in doing so, target their audience in ways they never could before, delivering the right message to the right audience at the right time.

Social MarketingHarness the power of social marketing to build a reputable brand. Through social marketing, travel and hospitality marketers can monitor what their audience is saying across social platforms, engage in conversations already taking place, and become proactive in those conversations to improve sentiment and brand loyalty.

ORACLE MARKETING CLOUD FOR TRAVEL AND HOSPITALITY: SOLUTION OVERVIEW

A Day in the Life

Chief Marketing Officer

“How can I leverage marketing technology and manage our personalized omni-channel customer interactions to improve loyalty?”

Travel marketers know they have a small window of opportunity to monetize customer intent. They also know that a transactional approach can hinder loyalty. Oracle Marketing Cloud for Travel and Hospitality delivers powerful cross-channel marketing and social marketing capabilities, providing a single view of your customer’s individual interests, preferences, and behaviors. Having access to a single view of your audience allows marketers to leverage those insights to execute persona-based omni-channel campaigns and relevant communications, to drive loyalty and increase overall audience participation.

Director of Digital Marketing

“I want to increase conversion rates across marketing campaigns.”

In an effort to drive results for their brands, travel marketers need to deliver synchronized omni-channel experiences. Oracle Marketing Cloud for Travel and Hospitality streamlines how your team approaches the daunting task of building customer lifecycle journeys, by providing them with a comprehensive profile on each audience member that interacts digitally with your brand. Each profile contains the unique Digital Body Language of your audience, which marketers can leverage to better plan for the various personas requiring personalized digital communications and content.

Director of Digital Advertising

“I need to improve the ROI associated with our digital advertising programs.”

In order to reduce customer acquisition costs, marketers require audience intelligence to determine where, how, and who to target. Oracle Marketing Cloud’s Data Management capabilities deliver this intelligence, creating a single view of your audience by aggregating first, second, and third-party data. The result is richer customer profiles that can help propel your digital advertising efforts to the next level, by only targeting those individuals who are actively in-market for travel.

Director of Marketing Operations

“I need to improve engagement, up-sells, and cross-sells.”

Oracle Marketing Cloud for Travel and Hospitality offers powerful program orchestration capabilities, allowing marketers to execute trigger-based customer-centric campaigns. Travel marketers can utilize the data they already have on their customers to build automated programs, matching individual interests with

personalized dynamic emails, offers, loyalty programs, landing pages, and mobile communications—ensuring an exceptional customer experience. In addition, marketers can consult with the expert travel services team to help plan and execute campaign strategy.

Take the Journey to Modern Marketing with Oracle Marketing CloudLearn how Oracle Marketing Cloud for Travel and Hospitality modernizes customer engagement and relationships, all while striving to meet goals across channels and devices, through the seamless digital interactions customers today expect.

Real Results From Real Customers

“By aligning the marketing and IT teams, Aer Lingus has been able to build more comprehensive profiles on our audience. A more personalized and cost-effective marketing strategy has resulted in a 47 percent click-through rate—the highest engagement levels the company has ever seen.” —Dervila McGarry | European Marketing Manager, Aer Lingus

“It’s critical for us to have that one-to-one relationship—that kind of marketing involvement with our users and our community—because that’s what they expect.”—George DiGuido | Head of Email Marketing, Airbnb

“Now we use customer data and behavior to target display ads and deliver them when the customer is in the market. This aligns display with our contact strategy and our relationship marketing programs, and makes it easier to optimize.”—Marketing Leader, Dollar Thrifty Automotive Group

“We’re a very data-driven company. So everything we do is very focused not only on the customer experience but on their behavior.”—Jamie Frech | Director of CRM, Orbitz

ORACLE MARKETING CLOUD FOR TRAVEL AND HOSPITALITY: SOLUTION OVERVIEW

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About Oracle Marketing CloudModern Marketers choose Oracle Marketing Cloud solutions to create ideal customers and increase revenue. Inte-grated information from cross-channel, content, and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyze, and use award-winning marketing technology and expertise to deliver personalized customer experiences. Visit oracle.com/marketingcloud