How Travel and Hotels can Learn from Pepsi Co.

There is no doubt in the power of first-party data and every company across the globe is building their strategy to connect with their customers. It’s time for destinations and hotels to think the same way as big brands and for the purpose of this article, we will focus just on customers who are at the destination or at your hotel. There have been a thousand articles and great data on how people choose destinations and hotels but how do we learn more in destination and build a great first data strategy.  Here is our take on it. Provide value built tools that allow travelers to engage how they want and on the device they want Here are a few tools specifically built to assist travelers and help you learn more about them. Mobile Tools – Provide easy ways to get to in-destination information from their mobile device, consider using a new technology called Progressive Web Apps allowing users to download from a link, not the various stores, and making it light and easy to keep on their phone Notifications- Provide a strategy that informs by location, Geo-Fencing, Push Notifications and even Beacons for walking areas and trails Modules and Features that drive value and provide data Search by area and category of interest, while engaging with the destination Interactive mapping to see directions and easy access to device Certified real data by location, no more Google Near Me, most users know all they get is companies that advertise with them Itinerary building – preselected, road trip, trails, and local suggestions Interactive Trails – Historic, Cultural, Hiking, Spirits provide new ways to engage and assist in the traveler experience Rewards – From online badges to historic questions, selfies, and more reward visitors as they engage with your hotel or destination Ticketing and Booking – Ensure you have the ability to check inventory, or space and provide tools for travelers to easily purchase and book as they find things Multi-Channel and Omnichannel – Provide different options and connect the journey through visitor centers, concierge desks, high traffic areas. Utilize Kiosks and interactive screens for 24×7 access, sharing, and more contactless experiences Mobile to provide connections to your other screens and locations and provide on the go information by region Digital Signage drive brand consistency, awareness, and convenience connecting the dots for engagement and revenue Data and Analytics – Connect the data you have now with location-based products and content and enhance with deeper solutions that connect and reward customers to share data Pepsi Co – Driving Customer Loyalty with the Right Value Exchange Our aim is to develop an ongoing dialogue with customers and use marketing touchpoints across the globe to start these conversations. That’s why we prompt customers to join our loyalty rewards programs with clear calls to action on our product packaging or through promotions on dedicated consumer-engagement platforms like our websites and apps. We have three distinct loyalty programs for the U.S. and Canada, Turkey, and Mexico, with plans to expand to other markets. Each program accounts for unique market dynamics and consumer preferences so we can deliver the best value proposition and follow the necessary regulations for each market. It’s imperative to ensure our loyal members understand the clear value they’re receiving in return for consenting to share their data with us.  Insights from these loyalty programs help us understand our members, personalize their experiences, and optimize our offers based on their preferences. This enables us to deliver the right value exchange for each of our loyalty members, which in turn drives retention. For example, we know that people in Turkey are more mobile-savvy and respond more to instant offers, whereas consumers in the U.S. may be more interested in discovering new recipes. It’s imperative to build trust and transparency to nurture our customer relationships and ensure that our loyalty members understand the clear value they’re receiving in return for consenting to share their data with us. Ultimately, this approach helps us honor our consumers’ choices while protecting their privacy. Using Integrated First-party Data to Drive Business Results People receive so many messages a day that breaking through the noise requires us to be relevant and meet consumers where they are at that moment. This is where our custom first-party data offering comes in. This solution integrates different consumer data sources and gives us more holistic insights so we can better navigate the consumer journey and deliver the right message, to the right person, in the right place. This intelligence ensures that our consumers see the products they love most, on the channels they frequent most often. Have a bold love for Doritos? You’ll see our newest flavor. We’ve embedded this model into our media planning and buying processes, and as part of an integrated marketing strategy alongside mass-market brand campaigns, to ensure we are reaching existing audiences and finding new customers.Our customer-centric, data-led approach has increased media efficiency and, for some campaigns, resulted in 3X the improvement in ROI. Going Beyond Marketing to Make Business Decisions Using first-party data for use cases outside of marketing has also added value for PepsiCo. It’s allowed us to launch new products, ensuring repeat purchase and longevity due to the depth and breadth of the rich consumer insights. First-party data creates a consumer feedback loop through direct relationships that could be leveraged for new flavor testing, focus groups, and sampling.  The strength of first-party data and PepsiCo’s digital expertise will help us meet business objectives so we accelerate our growth by building long-lasting consumer relationships. Contact us by calling at 833-300-6664 or emailing at info@trueomni and our team will help you look at options best fit for your organization.

How Technology Connects Stewardship and Drives Sustainability

Why Destination Management Should be Your Top Priority Destination management has increasingly become the call to action for many DMO’s. As with the last wave towards a strengthened role in advocacy, the goal of the DMO is to shift its efforts towards what will make the greatest impact reflective of the current business environment. If your destination enjoys strong resident approval of the tourism industry, it will be important to strengthen that relationship with the community with marketing that reflects local values.  If your resident sentiment is a weakness, you likely need to invest considerable time in your destination management strategy and community relations efforts. We’ll share with you a few ways that digital visitor experience technology has helped other destinations in these efforts.  Sustainability  Protecting your destination from over-tourism, particularly over the next several years when domestic drive travelers are expected to prefer outdoor activities, should be on the roadmap of any DMO. Advance Reservations Trend & Technology Led Destination Management The SF Bay Area saw a change several years ago when the immensely popular redwood grove at nearby Muir Woods began requiring advance reservations for all visitors – no exceptions. You can read the year-over-year data and learnings from how that program is going here, it finds that the program has been very effective at managing demand and protecting this natural wonder. Many attractions in your area have been requiring reservations as never before to manage capacity and spread visitation. As this trend expands the DMO role will be to educate visitors and provide connections to services that facilitate making these choices in advance and in the destination.  Ensuring that these services are accessible through a multi-device strategy especially for international audiences and last-minute travelers will be critically important to your efforts. Many government programs are geared towards residents and lack the expertise to connect with an international audience. Implementing a digital visitor experience system now to communicate your brand and content is the first step to collecting better data to understand in-market visitor needs and interests. With these foundational systems in place, integrating future reservations systems becomes a seamless next step.  Working closely with the parks and recreation departments in your area to plan for destination management practices will be critical in the coming years. DMO’s have a lot of expertise and resources to lend to be sure that any program implemented meets visitor needs and is communicated effectively, ensuring everyone has a seat at the table in stewarding the destination experience. Check out this resource guide being provided by Visit CA to support the recovery. Visit Ca Destination Stewardship Guide Created this Stewardship guide with research and findings for California destinations to develop a stewardship strategy, with a focus on rural destination needs in a post-pandemic world.  Environmental impacts to Covid travel trends: “Where has there been an increase in visitor flows? Increased visitation to natural and protected areas has led to carrying capacities being exceeded and infrastructure being inadequate to manage these visitors.” Recommendation: “Techniques to manage visitor flows are increasingly used to manage visitor peaks and reduced capacity due to distancing requirements including: Caps on visitor numbers for given periods and group sizes Allocated visitation timeslots QR codes to access and register attendance, place orders for goods and services Contactless payments Real-time visitation dashboards including webcams Odd/Even car registration plate entry restrictions GEO location-targeted advertising and messaging to visitors in real-time Increased resources for visitor information centers to help disperse visitors”  Supporting Public Transit Infrastructure in a Post-Pandemic Drive World We know that visitors are choosing outdoor destinations, and many are driving rather than flying. Destinations will want to have a plan to promote and support the use of transit alternatives to crowded areas with insufficient infrastructure as a part of their destination management plan. Breckenridge Colorado has been ahead of the curve and implemented integrated digital systems pre-pandemic using kiosks and mobile.  Go Carless in Breckenridge Provide shuttle tracking and schedules to get visitors out of their cars and into shared transportation – My Free Ride Reports showed that In December 2017, the town of Breckenridge’s transit system “Breckenridge Free Ride” serviced more than a million riders in one calendar year. Our take on the next step is to point out that as visitor behaviors change with a preference for drive travel, more than ever destinations will need to provide a meaningful and safe alternative to travel to points of interest. We’ve seen from Breckenridge that these programs do work, and need adapting to current trends. We’ve seen that digital in-market materials communicating safety measures and the most current information on visitor requirements will be critical to easing visitor anxiety. We know that small changes in restrictions can alter the decision-making process for visitors immediately. Community Programs to Spread Visitation and Demand Getting visitors off the over-beaten path requires offering them a better option that appeals to a traveler’s desire to experience the best you have to offer. Offering an excellent experience should take into account anticipating and preventing inconveniences for your customers. Activities that require you to “pack your patience” are not going to be a good fit for everyone, and even worse when an expected activity is simply not available due to popular demand. Connecting visitors to local culture, art, and community strengths is an excellent way to maintain destination health and serve a visitor’s need to easily find activities that fit their exploration style. As every destination makes it a priority to connect community values to destination content, featuring cultural attractions benefits all. Hawaii – Maui Nui Destination Management Action Plan – DMAP 83% of visitors do self-guided tours or drive around the island. Only 21% of visitors go to historic sites and 19% go to museums or art galleries. Formed volunteer committees of stakeholders – HTA, the County of Maui’s Office of Economic Development and the Maui Visitors and Convention Bureau (MVCB) and representatives from visitor industry sectors (hotel, attractions, activities), other business sectors (e.g. agriculture, retail), the