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What: Portada talked to Robert Van Ness, Executive Vice President of Americas Preferred Hotels & Resorts about the luxury brand’s marketing strategies.
Why it matters: Preferred Hotels & Resorts has over 650 hotels in 80 different countries, each one of them is marketed as an independent brand.

According to a study published by global travel technology provider Amadeus in 2016, luxury travel saw a 4.5% compound annual growth rate (CAGR), versus 4.2% for overall travel, between 2011 and 2015. Luxury travel is defined as  outbound flights on business or first class. This trend is expected to keep growing towards 2025 at a CAGR of 6.2%, almost a third faster than overall travel at 4.8%. Preferred Hotels & Resorts  is an organization catering to the Luxury Travel segment. It  was founded by 12 North American hoteliers in 1968, originating as a referral organization for hotels, under the name Preferred Hotels Association. Today the organization has the world’s finest luxury hotels and resorts with an extensive global collection representing more than 85 countries. Preferred Hotels & Resorts does not own, operate, or manage any of the hotels within its portfolio. All of the hotels, resorts, and serviced residences within the Preferred Hotels & Resorts portfolio are independent entities. The organization’s quality standards are measured by yearly anonymous on-site inspections and real-time quality assessment scores pulled from social media sites. We talked to Robert Van Ness, Executive Vice President of Americas Preferred Hotels & Resorts (photo), a key decision maker for Preferred Hotels & Resorts Marketing.

Portada: What marketing challenges do luxury hotel brands, like yours, face today?
Robert Van Ness:
 “With the proliferation of brands globally, it is important to maintain your core identity. For any brand, a critical key to success is maintaining authenticity and originality.”

Digital marketing efforts such as display banner ads, PPC, social media, and email marketing campaigns work best for us.

Portada: Which marketing platforms work best for you to reach your customers? Why?
RVN: “
Digital marketing efforts such as display banner ads, PPC, social media, and email marketing campaigns. Because everything is trackable, therefore every media dollar is spent responsibly; the media can be targeted based on other traveler purchases (e.g. the ability to target a traveler who has booked an airline flight and not yet a hotel); A/B testing can be performed on creative. From a mass marketing perspective, we invest heavily in display and some PPC. From a direct marketing side, we develop and execute a lot of email campaigns throughout the year – these are particularly effective since our audience is very engaged with our brand.”

Because everything is trackable, every media dollar is spent responsibly.

Portada: Can you mention an example of a successful campaign you’ve done recently?
RVN:
 “An example would be our Florida / Caribbean regional campaign. By targeting high-intent consumers and capitalizing on peak booking times with a relevant message and strong offer, we saw a dramatic increase in revenue. Utilizing highly targeted tactics such as consumer search behavior on TripAdvisor and Sojern’s airline booking behavior allowed us to garner a large ROI.”

By targeting high-intent consumers and capitalizing on peak booking times with a relevant message and strong offer, we saw a dramatic increase in revenue.

Portada: What marketing trends are you seeing in the luxury hotel market?
RVN:
‘Book direct’ campaigns continue to be a major trend that many luxury hotel companies are pushing and/or adopting.”

Portada: Why do you believe they are (or will be) successful?
RVN: 
“Building a relationship with our guests and iPrefer members is important to their embracing the brand, and our hotels.  Some may think they cannot find independent, distinctive hotels AND a loyalty program.”

Portada: Which marketing agencies do you work with in the Americas?
RVN:
 “Hyperdisk, as well as notable industry leaders such as AdRoll for retargeting, TripAdvisor for regional targeting, Quantcast for demand generation, Sojern, DerbySoft for meta search management.”

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What: The platform AdRoll has raised a US $70 million funding round to expand  retargeting into mobile  and  keep on growing internationally.
Why it matters: As multiple devices has been a problem for ad re-targeting , the new funding is aimed to update Adroll´s existing mobile platform .

thThe retargeting platform AdRoll has announced a US $70 million funding round, led by Foundation Capital. Performance Equity, Glenmede and Northgate were some of the investors that participated, along with first-time investor Institutional Venture Partners. Eric Liaw of IVP will join AdRoll’s board as an observer.

The San Francisco-based company had previously raised US $19 million in backing, bringing a total of US $89 million with this last funding since its launching in 2007.It has been expanding ever since, becoming one of the main digital ad technology company. The investment will help to strengthen Adroll’s existing mobile platform and expand the company staff as well as opening new offices in New York, Dublin and Sydney.

Aaron BellCEO and founder Aaron Bell (photo) assured the US $70 million is going entirely to the company ,specially to build a platform for retargeting.

¨We feel that retargeting is the ideal entry point into a broader vision. We want to be the one place that marketers go to better understand their customers and reach them wherever they may be.¨

The company is doubling down on the service and support options for enterprise customers, moving rapidly upmarket and creating a better product that can be sell to bigger customers with a shorter time to value, according to Bell.

abAdroll´s president Adam Berke (photo) mentioned that the main focus around the raise is the company’s retargeting core business, both in the US and internationally. Adroll has already opened its first international offices last year in Dublin, and another office in Sydney a couple of weeks ago.

¨We have plans to get that office to around 20. We want to continue that international expansion of our core product,¨ said berke.

According to Bell, Adroll differs from other companies as competitors generally focus on large big-box enterprise retailers. But AdRoll, tries to reach customers of all sizes, specially mid-sized and smaller companies. It allows companies to send mobile advertisements to potential customers. The ads can be served across devices, mobile applications and the mobile Web.

Adroll is currently serving around 15,000 customers, and is planning to reach 1 million. To do that, the company relies strongly in its enterprise and international segments, which are driving the company´s growth now. As said by Berke, the company is adding a little over (2,000) advertisers a month these days and that pace is accelerating.

Turning to mobile

According to Berke, a big part of this round is around the investment in moving from helping businesses act on a single device to helping them act on their customer data across devices. Thanks to its mobile offering, Adroll is now able to sell into app developers and all new categories.

¨Now that we have an established product, brand, onboarding process, and training program, we can plug and play in these new markets and see stepwise functions as we go into these greenfield opportunities where mid-size marketers in Europe haven’t had good options for performance advertising and performance display advertisers,¨says Berke.

As Adroll serves a very broad customer base – small, medium and large –it has to be flexible. Meaning, the interface needs to be usable for the different levels. Adroll uses “real-time bidding” to target ads based on a consumer’s browsing history by bidding on advertising space on scores of platforms, of which Facebook gets the most use.

¨Facebook has been innovating rapidly and we’re trying to be the biggest company that brings that to a broad market as it relates to our core strategy and as we’ve done for other inventory sources as well,¨he  added.

The technical challenges are various. To Bell,  it is hard to display advertising scale and perform across 15,000 advertisers in hundreds of different verticals and of different sizes.

¨Right now, we’re just focused on international expansion and the product innovation. We’re going to use the resources that we’re bringing in now to be really aggressive in those areas,¨bell added.

Source: Adexchanger

What: The platform AdRoll has raised a US $70 million funding round to expand  retargeting into mobile  and  keep on growing internationally.
Why it matters: As multiple devices has been a problem for ad re-targeting , the new funding is aimed to update Adroll´s existing mobile platform .

thThe retargeting platform AdRoll has announced a US $70 million funding round, led by Foundation Capital. Performance Equity, Glenmede and Northgate were some of the investors that participated, along with first-time investor Institutional Venture Partners. Eric Liaw of IVP will join AdRoll’s board as an observer.

The San Francisco-based company had previously raised US $19 million in backing, bringing a total of US $89 million with this last funding since its launching in 2007.It has been expanding ever since, becoming one of the main digital ad technology company. The investment will help to strengthen Adroll’s existing mobile platform and expand the company staff as well as opening new offices in New York, Dublin and Sydney.

Aaron BellCEO and founder Aaron Bell (photo) assured the US $70 million is going entirely to the company ,specially to build a platform for retargeting.

¨We feel that retargeting is the ideal entry point into a broader vision. We want to be the one place that marketers go to better understand their customers and reach them wherever they may be.¨

The company is doubling down on the service and support options for enterprise customers, moving rapidly upmarket and creating a better product that can be sell to bigger customers with a shorter time to value, according to Bell.

abAdroll´s president Adam Berke (photo) mentioned that the main focus around the raise is the company’s retargeting core business, both in the US and internationally. Adroll has already opened its first international offices last year in Dublin, and another office in Sydney a couple of weeks ago.

¨We have plans to get that office to around 20. We want to continue that international expansion of our core product,¨ said berke.

According to Bell, Adroll differs from other companies as competitors generally focus on large big-box enterprise retailers. But AdRoll, tries to reach customers of all sizes, specially mid-sized and smaller companies. It allows companies to send mobile advertisements to potential customers. The ads can be served across devices, mobile applications and the mobile Web.

Adroll is currently serving around 15,000 customers, and is planning to reach 1 million. To do that, the company relies strongly in its enterprise and international segments, which are driving the company´s growth now. As said by Berke, the company is adding a little over (2,000) advertisers a month these days and that pace is accelerating.

Turning to mobile

According to Berke, a big part of this round is around the investment in moving from helping businesses act on a single device to helping them act on their customer data across devices. Thanks to its mobile offering, Adroll is now able to sell into app developers and all new categories.

¨Now that we have an established product, brand, onboarding process, and training program, we can plug and play in these new markets and see stepwise functions as we go into these greenfield opportunities where mid-size marketers in Europe haven’t had good options for performance advertising and performance display advertisers,¨says Berke.

As Adroll serves a very broad customer base – small, medium and large –it has to be flexible. Meaning, the interface needs to be usable for the different levels. Adroll uses “real-time bidding” to target ads based on a consumer’s browsing history by bidding on advertising space on scores of platforms, of which Facebook gets the most use.

¨Facebook has been innovating rapidly and we’re trying to be the biggest company that brings that to a broad market as it relates to our core strategy and as we’ve done for other inventory sources as well,¨he  added.

The technical challenges are various. To Bell,  it is hard to display advertising scale and perform across 15,000 advertisers in hundreds of different verticals and of different sizes.

¨Right now, we’re just focused on international expansion and the product innovation. We’re going to use the resources that we’re bringing in now to be really aggressive in those areas,¨bell added.

Source: Adexchanger