Today, Matthias Koch, Global Mobile Marketing Senior Manager at Meliá Hotels International, shares his insight, tips and thoughts.
It will be very interesting to see how augmented reality could have a positive impact on our industry, especially in the way guests experience our product. In the end, it’s not just a marketing activity, but also a factor in how we create the best product experience.
Also, as we adapt more to how users want to consume, it’s exciting to watch communication become more tailored and efficient. Currently, we try to identify the most receptive and ideal way to communicate on a personal level. For example, some users may be more receptive to a single SMS, than they would be to ten emails. In this sense, we’re optimizing the communication, ensuring that an adequate message is sent in the right moment and in the right way. We have to imagine how each individual customer is interacting with us, be it through the website, the contact center, or through our app.
The main goal is to unify the customer profile. We need to be able to identify the user and their needs, so that we can provide the best services and experience.
So, our biggest challenge at the moment is being able to unify the data from all the different systems that we’re using. We have different property management systems and, in our hotel chain alone, 6 or 7 different systems that we’re working with. We need to make this data available in a centralized database, and the systems need to be able to communicate with each other.
Well, for travel brands, efforts will likely be put into enforcing a brand’s direct channels, such that these become integrated at all consumer touchpoints. The experience should encourage travelers to book from the brand directly, versus booking via third party suppliers. In the end, it’s important to get back some of the power we had before dealing with all of the intermediates.
We’re seeing a rise in powerful tools available to facilitate direct bookings, such as the like of Facebook’s Dynamic Ads. Hopefully there will be more methods in three years’ time.
You need to stay up-to-date, modern, and innovative, all while staying aware of your own limits. In other words, do the best you can with the opportunities and possibilities you’re given. If the technical infrastructure of something just isn’t there yet, focus your time and resources on optimizations that are within reach.
A paper, a pen and a laptop 😉 Other than that, obviously Google Analytics Premium – this is relevant to Convertro (formerly AOL, now OATH) – our attribution platform. What’s also important for us at the moment is Adform, which is an ad server.
As we get closer to launching our new app, we need to put a stronger focus on proper app marketing, so we’ll continue to have a deeper look into which platform could help the most with this. Currently we’re considering different platforms like TUNE, Adjust, Appflyer or Kochava.
Yes – when talking about attribution models, everybody is considering the post view and the post click activity. So, even if you have a modern, self-calculating attribution model, a key part is missing, which is the integration of certain engagements on mobile ads. Mobile ads are working really differently to desktop ads in that they are no longer limited to being just shown, clicked, or ignored. Nowadays, with mobile ads, you have a variety of different functionalities like the scratch effect, a swipe moment, interaction inside of the ad format, and so on.
I’d like to see an attribution model that includes all these different engagement of the different ad types. From my perspective, a person who interacts with the ad for a few seconds has a higher value than one who has only viewed the ad.
It really depends on how important the tool is for us. If it is strongly valuable for us, we’re obviously open-minded when it comes to paying for it.
There are two great ones that come to mind, although they are a bit older:
Meliá Hotels International was founded in 1956 in Palma de Mallorca, Spain, and is one of the world’s largest resort hotel chains, as well as Spain’s leading hotel chain. It currently provides more than 370 hotels in 43 countries on 4 continents under its brands: Gran Meliá Hotels & Resorts, Paradisus Resorts, ME by Meliá, Meliá Hotels & Resorts, Innside by Meliá, Sol Hotels & Resorts and TRYP by Wyndham. Its product and service portfolio is complemented by Meliá Club, the only vacation club operated by a Spanish company.