Changes to Tribute Portfolio Marketing Co-Op Program for 2020
This information will be provided to hotels within the (timing) Weekly Update.
Tribute Portfolio Owners and Franchise Management Companies | As previously communicated, the Tribute Co-op Marketing Program provides brand funds to hotels to enable them to leverage the power of individual hotel marketing to drive awareness of the Tribute Portfolio, while simultaneously supporting hotel business needs such as driving room nights and revenue. Each year the brand reviews, and may change, the way the Co-op is facilitated, or conclude the Co-op, depending on planned usage of Marketing Program funds to optimize the marketing strategies necessary to support the Tribute Portfolio brand.
As we enter 2020, we would like to make you aware of changes being made to the program which may affect how you can leverage funds from the program this year. In 2020, the pool of funds available for the Co-op will reduce by approximately 50%. In an effort to not minimize the effectiveness of the program, we are considering an incentive-based Co-op program for 2020 through which hotels will be allocated funds to support their participation in specific, centrally-orchestrated brand marketing activities that help drive awareness of the Tribute Portfolio brand overall while also supporting individual hotels.
It is possible that these opportunities might require the hotel to match or supplement the funding provided by the brand team in order to receive funding from the co-op. As a result of these changes, it is possible that funding opportunities available are more finite and that participating hotels will receive funding based on effort to participate versus level of marketing fee contribution. We will continue to inform you of any updates regarding the Co-op as we progress into 2020.
Should you have any questions, contact Sarah Lipton, Senior Director of Global Brand Marketing for Tribute Portfolio.
