Americas SMR | New Marketing Services Launching, Service Tier Webinar, and Additional SMR Updates
Since our last update, the Americas Sales, Marketing and Revenue Management (SMR) organization has continued to take advantage of the benefits of the Starwood merger to drive revenue in the Americas. As we begin integrating the Marriott, SPG hotels, and The Ritz-Carlton SMR organizations, I am pleased to provide an update on a few key changes happening across our disciplines, including:
- New marketing services launching for U.S. and Canada hotels on January 1, 2018
- Canada Sales organization launch
- Hawaii Sales above property leadership changes
- Update on the integration of SPG hotels (non-luxury) into the Marriott Sales and Revenue Management structures
Additionally, on September 15, Americas Marketing will host a webinar at 2 p.m. ET for all owners and franchisees. During the webinar, you will learn more about the specific tiers and services which are detailed below. Current non-participating franchise partners are welcome to join this webinar to learn about options for participation and enrollment (you may also visit the SMR MGS page beginning September 11 to learn more about how to enroll).
New Marketing Services Launching for U.S. and Canada Hotels
Americas Marketing is focused on driving demand to your hotels through promotions, partnerships, and digital marketing. Since the Starwood merger, we have operated three distinct marketing organizations in the Americas across Marriott, SPG hotels, and The Ritz-Carlton. As of January 1, 2018, we will have a single integrated Americas marketing team driving demand to your hotels more efficiently. This organization will serve as a one-stop-shop for hotels’ marketing needs. It will take a sophisticated, data-driven approach to ensure that hotels’ marketing strategies are customized to their business objectives. In short, it is designed to ensure that every dollar used towards marketing your hotel works harder and smarter to increase revenue for your hotel.
This new marketing organization will include two key changes for Managed by Marriott and currently participating franchised hotels:
- A new above-property Account Support role that will serve as each hotel’s single source of contact for all brand, marketing and digital needs. This person will be located in-market and will be accountable for tailoring marketing strategies to meet the hotel’s business objectives and driving demand at the hotel level. Luxury hotels will work with a dedicated Luxury Account Manager, ensuring that the new services support their unique needs.
- The introduction of Centers of Excellence (COEs) that operate based on a centralized agency model to provide hotels with cutting-edge marketing tactics specific to their individual business goals, leverage economies of scale, and improve speed to market. COEs will deliver strategic and functional expertise across Digital Marketing, Promotions & Campaigns, PR/Crisis Communications, Creative & Content, and New Builds & Hotel Repositionings.
Service Delivery and Enrollment
Our goal is to deliver these new services to your hotels in a flexible, customized, and scalable way. To do this, we have created six fixed-cost tiers of bundled services designed to include all hotels, all brands, and both Managed by Marriott and franchised. Americas Marketing leadership has worked over the last several weeks with Area Vice Presidents to make a tier recommendation for each Managed by Marriott and currently participating franchised hotel based on the hotel’s complexity, geography/destination, brand category, historical data, and knowledge of business needs and opportunities for the year ahead.
On September 11, Managed by Marriott hotels will receive budget guidance, including an allocation for 2018 Americas marketing based on the hotel’s recommended tier. Please find a high-level view of the service tiers below. Hotels should register for 2018 services by completing their enrollment by October 23. Owners do not need to take any direct action to enroll in these services; however, if you have questions about the service tiers we’ve recommended for your hotels, please contact your current marketing manager. For Canada hotels that do not have a marketing manager, please contact Michelle Bozoki, VP of Brand, Marketing and Digital for Canada.
Sales and Revenue Management Updates (Managed by Marriott Only)
I would also like to share a few updates from our other SMR disciplines, including the launch of the integrated Canada Sales organization; above property leadership changes coming to Hawaii Sales; and what you can expect as we begin the work to integrate SPG hotels (non-luxury) into the Marriott Sales and Revenue Management structures, which will take place in 2018. Click here to view these updates, which are only applicable to MxM owners.
We have a tremendous amount of change underway across our three disciplines, and a prime opportunity to evolve our capabilities to drive revenue for our hotels and owners. I look forward to sharing more information in the coming months, and will continue to update you on our integration progress as we move forward. Thank you for your continued partnership.
Steve Heitzner
Chief Sales & Marketing Officer
The Americas
