Transactional. Webform & Customization Guidelines

Transcription

1 Transactional Webform & Customization Guidelines November 2018

2 Overview The Guidelines provide a general description of the transactional templates, the different customization zones within a transactional , and how to navigate the Webform. The Transactional Communications team at Hilton are responsible for stay and service based triggered s sent to guests. This includes but is not limited to: Reservation Confirmation s Reservation Cancellation s Pre-Arrival s Post Stay s Digital Check-in/Digital Key s Request Upon Arrival (RUA) Hilton Honors Enrollment This document specifically outlines the customization opportunities and process for the Reservation Confirmation and Pre-Arrival s, which are the only s that can be customized.

3 Customization WHAT CAN BE CUSTOMIZED IN THE CONFIRMATION AND/OR PRE-ARRIVAL ? The header image, alert message, pre-arrival body copy, and hotel banner are the only customizable areas. The opportunity is open for all brands (focus and full service). Reservation Confirmation: Header Image Alert Hotel Banner Pre-Arrival: Header Image Alert Hotel Banner Body (Welcome) Copy NOTE: The Reservation Confirmation and Pre-Arrival template varies depending on the guest language, Honors vs. Non Honors, GDPR, Request Upon Arrival opt-in, offers zones, alerts, booking rates, and benefits. Both templates also include the Terms & Conditions below the fold and are fully mobile optimized.

4 Customization Reservation Confirmation The reservation confirmation is a real-time that is sent to guests upon making a reservation. Header Image Size: 640 x 200 pixels (.jpg or.png) Notes: Image must be high resolution & visually appealing. Submit the appropriate size in a.jpg format. An interior (lobby, dinning, or recreation room) and/or exterior (hotel building) are acceptable. * Guest room images will not be included, as this gives the misconception that the room displayed is what the guest actually booked. Alert Message Character Recommendation: 220 characters, including spaces Notes: This text only area is to display critical information that could impact a guest s stay. Examples: Renovations Closures Parking/Transportation Event Interruptions Payments & Fees Directions * Promotions, offers, specials, etc. will not be included in this area.

5 Customization Reservation Confirmation Hotel Banner Size: 640 x 195 pixels (.jpg. or.png) Notes: CORE/MO approval is required to update this area. ecommerce contact can assist with submitting the banner for approval. For individual hotel offers, promotions, unique information only. Examples: Dining/F&B Golf Spa Upsell HIP *Stay based offers will not be included.

6 Customization Pre-Arrival The Pre-Arrival s is sent three (3) to fourteen (14)* days before the day of check-in. *Varies between luxury and non-luxury brands. Header Image Same rules as the Reservation Confirmation apply to the Pre Arrival . Alert Message Same rules as the Reservation Confirmation apply to the Pre-Arrival .

7 Customization Pre-Arrival Pre-Arrival Body Copy Character Recommendation: Body Copy characters, including spaces Notes: This area will only show in the Pre-Arrival . This area is used to display a concise introduction to guests, showcasing the property /brand s services & amenities. *Promotions, offers, specials, etc. will not be included in this area. Hotel Banner Same rules as the Reservation Confirmation apply to the Pre-Arrival .

8 Webform HOW DO I SUBMIT MY REQUEST FOR CUSTOMIZATION? The Webform allows to request changes and track you submission(s) as well as submit general inquiries.

9 Webform Main Page Guidelines Submit a Request The submittal form is where the user can submit Clicking this section will direct the user to the guidelines to customize approved areas all necessary customization changes (i.e. Header on the . image, Alert, Body Copy, Banner, ModificationsRemoval). Tracking Inquiry Got a Question? This section allows the user to input information to track past submission. The user can contact the Transactional team by filling out the corresponding sections. We recommend including as much detailed information as possible and screenshots of an issue.

10 Webform Submittal Form Property & Contact Information This zone helps identify the best contact for the submission in case further questions arise. Header Image Please submit the required size in order to process the submission quickly. You can select to display the image in the Reservation Confirmation Only, Pre-Arrival Only, Both s, or have two different header images in the s. After selecting where to display the image, you will be able to upload the correct size image, select the dates you want the image to display, target an audience, and include comments. Alert The alert zone is for information that can impact a guest s stay. You can include one alert in the Reservation Confirmation and/or one alert in the Pre-Arrival ; you can include one alert in both s as well. After selecting where to display the alert, you will be able to include the copy and select targeting rules.

11 Webform Submittal Form Hotel Promotional/Offer Banner This is the only promotional zone that can be customized. CORE/MO approval Is required! Ensure that embedded text is readable. Submit offers that are unique to the property: F&B Golf Spa Local events/activites *Stay based offers will not be accepted. Please review the View More Information on Hotel Banners document in the Submittal Form. Pre-Arrival Body Copy The body copy is a welcome style area that properties can utilize to showcase services and amenities. Offers, promotions, or specials, etc. will not be included. (The only promotional zone is the Hotel Banner). If you want to customize this area, select Yes and include the copy, targeting fields, and any other comments. Modifications Select Removal if you would like to remove a past submission.

12 1. How do I make a customization submission? Please visit our Webform: and follow the steps of this guideline to submit content. 2. Who can submit request/s for transactional customization? The forms were designed for properties to submit requests; however, Brands, Revenue Management, and ecommerce teams may submit a request on behalf of the property. FAQs 3. Can I customize content for a language other than English? Yes, we support all 23 languages. Submit the correct copy for the Alert and/or Pre-Arrival Body Copy under the Special Instructions field. 4. How long will it take for my submission to go live? Once you make a submission, the team will review and process your request. You maybe contacted if further questions arise. Our current lead time is subject to change. 5. When can requests be submitted and how often can s be modified? The customization opportunities are available for all brands. Requests can be submitted as often as needed, accounting for the processing lead time. 6. My banner is not a campaign. Do I need CORE/MO approval? All Hotel Banners, regardless of the content, need a CORE/MO approval. At this time only Brand banners can be updated. 7. Why will stay based offers not be accepted for hotel banners? Based on historical data and customer insights, stay based offers do not perform well in Transactional s. There is an increased risk of jeopardizing the existing stay. It has proved challenging to sell a new stay when a recent stay has been booked. 8. Will the alert that I submit also go on the website? No, the Hotel Content team utilizes a different process. To submit an alert for the website visit the Global Content Gateway application through The Lobby or hotel.content@hilton.com. 9. Can we link to third party sites in Transactional s? Yes, as long as the landing page does not contain competitor information. Only text areas and hotel banner/s can be linked. The header image will not be linked. 10. What if I need to make changes to my submission? Please submit a new form to process your changes. This will allow for all requests to be tracked accordingly. 11. Why is there any value in customizing content in Transactional s? This allows hotels to engage their guests at various stages of the stay cycle and personlize the experience with information on-property features, benefits, upgrades, and offers to promote more interaction on-site.

13 Migration FAQs 1. How do I make a customization submission? Please visit our Webform: and follow the steps of this guideline to submit content. 2. When will the alerts be live in Reservation Confirmation? The alerts on this should be live end of November Why can t properties change the imagery in the Reservation Confirmation and Pre-Arrival s? At this time only the brand teams can update the default imagery that is currently used within the s. The team are working on a phase 2 of the redesign. More information to follow in Q When will the Cancellation Policy be added back into the Reservation Confirmation ? The Transactional team will be rolling the policy out in 4 phases. They are currently testing phase 1 and aim to have to this live end of November This phase will include the most common policies used. 5. Why have the templates changed for the Reservation Confirmation and the Pre-Arrival s? During the migration the Transactional team had the opportunity to redesign the s. The main goal was to streamline our current s. The new templates were designed to be mobile optimised and introduce new technology. 6. When can property banner requests be submitted? At this time we are only accepting banner requests from the brand teams. 7. What is CCMP? CCMP means Cross Channel Marketing Platform 8. What does ESP mean? ESP means Service Provider and our current provider is Cheetah Digital. 8. My hotel (on the map) isnt showing correctly, how do i fix this? Please contact transactional@hilton.com and provide as much information as possible. 9. My hotel information is incorrect? Please contact transactional@hilton.com and provide as much information as possible. 10. Will you be providing regular communications/updates on what you are rolling out? The team will adding information to their webform. You can still contact the team at transactional@hilton.com as well.

14 Contact Us Transactional Communications Team Personalization