2018 Enrollment Goals and Methodology
As the focus for Loyalty continues to be on delivering exceptional member experiences while working on enhancements that will extend some of the best elements from the Rewards and SPG programs, Marriott is introducing the 2018 Enrollment Goals and incentive structure. Getting enrollments right is a critical way to strengthen our programs by engaging valuable guests and forming long-term, profitable relationships.
Marriott Rewards and SPG hotels will both use the “enroll everyone” approach, which adopts the SPG success rate methodology with fewer restrictions and qualifications on who can be enrolled.
This means Rewards hotels are moving from a static number to a success rate percentage based on opportunity. Previously, Rewards hotels were assigned an annual enrollment number to meet, adjusted with expectations for seasonality and occupancy. However, this approach did not allow for unforeseen changes to business mix, occupancy fluctuations, renovations, or economic issues within the year. Additionally, feedback about the previous methodology and approach was that it was too confusing and a more straight-forward approach was preferred to attract/engage more operators and associates against this effort.
Moving to a percentage based on enrollment opportunity, much like a conversion rate, eliminates any unforeseen changes to occupancy within the year.
Additionally, Rewards hotels will continue with the team incentive and retain their way of receiving their incentives, whether via gift card or OFB credit to their statement. The incentives for SPG hotels remain the same at this time.
We will educate and prepare hotels on the methodology, incentives, timeline, and resources for the 2018 Enrollment Goals. General Managers, SPG Champions, and Marriott Rewards Coaches will receive details and an invitation to join a webinar to learn more via an upcoming Weekly Update.
