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January 29, 2021 Owner & Franchise Webinars, Management Company Webinars, FMC Weekly Webinars

January 28, 2021 | U.S. & Canada Franchise Management Company Webinar

 
Publication of new Owner & Franchise Communications on mi360 continues to be temporarily suspended. Important information is communicated to owners, franchisees and franchise management companies through other channels including the weekly U.S. & Canada Franchise Update email, Franchise Management Company webinar, and monthly webinar for Marriott Managed Owners in the U.S.

Thank you for joining us on Thursday, January 28 for the U.S. & Canada Franchise Management Company Webinar. If you were unable to join, a recording and PDF of the presentation are now available (EID and password required).

This webinar covered COVID-19 updates and resources, including:

Sales, Marketing and Revenue Management Updates

Topline Trends

  1. While many consumers are reluctant to travel in the current environment, they remain optimistic about resuming later this year, adopting new behaviors related to travel spend.

  2. Vaccine supply, allocation, and take rate will impact the speed of recovery.

  3. We continue to expect business travel to lag leisure, with some permanent drop. 

Demand Capture Spotlight – MI Leads

MI Leads Re-Activation

MI LEADS saw an increase in leads + revenue in Q4 2020

    • +245% increase* in leads received
    • +266% increase* in leads booked
    • +104% increase* in revenue booked

Program allows hotels to share non-deployed group + catering leads including:

    • Weddings/Social/Leisure Groups
    • Extended Stay
    • Local Catering

Do your hotels have the right person enrolled to catch + update leads?

    • Separate tool; Does not interface with sales systems
    • 25% of franchised hotels in the U.S. + Canada do not have a lead catcher enrolled
    • 1,600+ e-mail bouncebacks in the past 3 months
    • 71 unviewed leads in last 30 days

  • *Data: U.S. + Canada results Q4 2020 v. Q3 2020

MI Leads Action Items

  1. Enroll Current Lead Catcher(s)

  2. Update Received Lead Referrals

Marketing Spotlight – Monthly Property Marketing Webinars

  • Content includes promotional updates, latest on marketing tools and resources, deep dives on various topics, marketing “how-to’s” and time set aside for general Q&A.
  • Recap of Past Webinars:
  • Upcoming Webinars (3rd Week of Every Month)
  • Future webinar dates will be posted to the Marketing Resource Center, distributed to the contacts submitted through the Property Marketing Contact form, and included in the Thursday Weekly U.S. & Canada Update emails.

Operations | F&B Update

Food & Beverage

  • GSS: Food & Beverage (improvement since F&B minimums implemented)

    • Results: F&B Scores (all U.S. & Canada hotels)

    • Hotels who self-report that they are meeting the F&B minimums on average have F&B scores that are over 8 points higher

    • For franchise hotels not executing F&B minimums, 572 are above 40% occupancy for December and 355 are between 30-40% occ for December

  • F&B Outlets: Phase II Minimums (balancing operating model and delivery on expectations)
    • Deliverables
      • Select: Menu planning guidance, procurement specifications for ready-to-heat items, best practices
      • Premium: Menu planning guidance, Elite lounge operating guidance
      • Luxury: In-Room Dining guidance to ensure luxury positioning, Menu planning guidance, Elite lounge operating guidance (JW)
  • Lounge Re-Opening (guidance balancing occupancy and elite penetration)
    • Requirements
      • Lounges are required to open at 55% hotel occupancy with 50% elite penetration.
      • Hotels are required to add back lounge services (all day snacks, grab + go beverages) at 40% hotel occupancy and 40% elite penetration.
  • F&B Recovery | Accountability

    • Properties will leverage the 2021 GLOBAL AUDIT PROGRAM and self-audit process to update their F&B offering status, including self-audit Elite Room Upgrade Execution & Elite Welcome Gift Choice Execution.

    •  

      Monthly Self Audit

      • Has your property implemented the minimum F&B offering as outlined for my hotel brand/segment on the Americas Reopening & Recovery Resources page on MGS?

      • Upload a picture of your breakfast menu (as applicable) and a minimum of one food item

    • The Ask
      • Review the minimum requirements by outlet and brand & occupancy level
      • Plan and Execute your food and beverage offerings based on your occupancy levels
      • Ensure communications are in place to inform guests of current programing
  • Elite Experience: Welcome Gift & Lounge
    • On January 11, the Loyalty team communicated globally the requirement to consistently deliver Elite benefits and associated guarantees.
    • Elite members receive guaranteed compensation for select Elite benefits (i.e., Ultimate Reservation Guarantee, Guaranteed Room Type, Lounge Access and the Elite Welcome Gift for Platinum Elite members and above). In the event that those benefits are not delivered during the stay. Members must request compensation while still in house. Guest compensation guarantee reinstated for F&B benefits not delivered (see below).
    • Beginning February 1, two questions will be added to the global monthly self-audit to highlight two critical components of the Elite benefit experience: Elite Welcome Gift Amenity and Elite Room Upgrade delivery.
    • Requirement: Program Standard

Resources & Reminders

Ransomware Attacks on the Rise

  • Ransomware, a type of malicious software designed to deny access to a computer system or data until a ransom is paid, is one of the most disruptive and costly cybersecurity threats to organizations of any size. Typically spread through phishing emails or infected website, this type of threat has increased in recent months as more companies rely on remote working due to the global pandemic. Marriott has developed a Cybersecurity Toolkit to assist in further strengthening awareness and protections against these and other types of cyber threats.

U.S. Only | Chip and PIN

  • Chip and PIN Program Initialization Cost Update
  • The Initialization Cost, which covers project management, change management, and deployment costs to implement the optional Chip and PIN program, has been adjusted to $2,000. Visit MGS for details regarding program costs and the billing schedule, as well project-related resources. For questions and support, submit a ServiceNow ticket.

mHUB Update

  • As associates get acquainted with mHUB, we continue to work diligently to improve the user experience. mHUB access challenges for franchise associates – specifically impacting those with EIDs created or reactivated between Dec. 26 and Jan. 25 – are a top priority and are expected to be resolved by early next week. Review the mHUB Known Issues + Support Log for more details. For any new issues, report them to the mHUB Service Center at 1-844-950-0352.

Key Actions

U.S. & Canada Franchise Update | January 28, 2021

Complete the Self-Audit by Jan. 31 at 5 p.m. ET
 
Hotels that cannot access the QA Site or need to modify access to reflect a different property should use the QA Site Access Guide to submit an access request through Identity Center. Plan ahead as it can take several days for access to be approved and reflected on the QA site.

Review Super Bowl LV Marketing Guidelines 
 
In advance of the Super Bowl LV on Feb. 7, hotels should review and follow the marketing guidelines. Evaluate marketing plan to ensure communications are in line with guidance provided.

Key Dates, Deadlines & Reminders

Date

Details

Link

Past Due

One Yield Transient Demand Forecast Changes Should be Reviewed with Strategy Teams
Hotels were previously asked to review the One Yield Transient Demand forecast changes with strategy teams and submit a survey indicating completion by Dec. 18. Hotels that have not yet completed this action should do so now. It is critical that the forecast changes and validation findings are reviewed with strategy teams as soon as possible to ensure awareness of this change. A strategy discussion guide and FAQ list is available in the Change Guide in SNOW.

  

Jan. 29

2021 Brilliant Recognition Program Enrollment Now Open; Enroll Before Jan. 29

Business Unit Leaders should review the global recognition program’s 2021 Terms & Conditions and enroll before Jan. 29 to ensure uninterrupted access and continue recognition and point redemption.

MGS

Jan. 29

Review Details of 2021 Fam-Tastic and Plan-Tastic Program Participation; Opt Out by Jan. 29 if Desired
The Fam-Tastic and Plan-Tastic programs will continue in 2021. These programs offer exclusive benefits to qualified Travel Advisors and Meeting Professionals so they can experience Marriott’s hotels and brands first-hand, enabling them to better sell to their customers. Hotels not wishing to participate must opt out via iFAST by Jan. 29. Visit MGS to learn more.

MGS

Jan. 31

Deadline to Report Serve360, Government Affairs & Culture Activities In ‘Just Report It’ is Jan. 31
Review reporting instructions for more information or access Just Report It.

  

Jan. 31

TripAdvisor Sponsored Placements Rebate in the PLUS Platform Extended
TripAdvisor Sponsored Placement provides hotels with the opportunity to promote their specific property within TripAdvisor’s destination search results ahead of the competition. Through Jan. 31, hotels that spend $200 or more on TripAdvisor Sponsored Placements via PLUS are eligible to receive a 20% rebate (up to $1,000) on their property spend. To take advantage of this promotion and add funds to your account, visit the MDS Client Community (MDS hotels) to submit a New Funding Form or deposit through the PLUS Platform directly or access marriottplusplatform.com (non-MDS hotels).

MGS 

Feb. 1

Hotels Not Yet Live with Mobile Key: Complete Third-Party Support Requirement

Hotels should complete the third-party support requirement by Feb. 1 and refer to the one pager for questions related to Datatrend or Centrada.

  

Feb. 1-28

Priceline® Sponsored Ads Available in PLUS Platform; 30% Match Available Feb. 1-28
​Priceline® Sponsored Ads will increase a property’s visibility on Priceline.com, helping to accelerate bookings and drive revenue for hotels. Bid & budget automaton is available via the PLUS Platform, simplifying activation and management of this new channel. Priceline is offering a 30% match on sponsored ad funds deposited through the PLUS Platform from Feb. 1-28. Review the brochure for details.

MGS

February

Billing for 2019 Revenue Based Fee Audit to Occur in February 2021

As communicated to hotels from Accenture Hospitality Services (AHS) in late 2020, Marriott deferred the billing of the 2019 Revenue Based Fee Audit results until February 2021. This is a reminder that hotels will see the billing for any discrepancies within the next few weeks on their Marriott invoice. Contact mirevserv.audit@marriott.com with any questions.

  

Ongoing

Updated Senior Discount Standard (SMRM-062) Now Available
The updated standard enables hotels to adjust the discount level off Retail between 10-20% instead of the previous fixed rate of 15%. On Jan. 20, participating hotels were re-published with a default discount of 15% off Retail. Hotels should review their pricing strategy and adjust the discount level as needed within the new brand standard of 10-20% off Retail. Review the Senior Discount Rate Guidelines for instructions on the High-Performance Pricing (HPP) setup requirements.

  

Ongoing – March 3

Review 2021 Leisure Recovery Offers; Opt-In and Load Rate Codes by March 3
Refer to the Smartsheet form for a list of recommended offers and respective rate codes. Topline Teams should opt-in and ensure rates are loaded in HPP. Current offers are bookable through April 11 with stay dates through June 6, 2021 and will be supported by email marketing, paid social media, placement on marriott.com and public relations support at no additional cost. Hotels can use the opt-in survey through March 3 and will be added to marketing channels on the first Thursday of the following month. 

  

Please also note the following resources: