EID Registration & Help
April 23, 2021 Owner & Franchise Webinars, Management Company Webinars, FMC Weekly Webinars

April 22, 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, April 22 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:

Key Actions

No key actions this week.

Sales, Marketing and Revenue Management Updates

Q2 2021: Wholesale Bundled Promotion – Package Offer

Objective: Hotels have the option to participate in a wholesale bunded package campaign with key partners who receive rates through Marriott’s Tour Operator Dynamic (TOD) and EPS channels.  There will be an organized approach to participation, similar to the solicitation process for Marriott regional promotions, which will allow our partners to help us market discounted package (bundled) rates through these channels.

Overview: Reach over 100 domestic and international connected tour operators and over 69,000 leisure wholesale partners and agents that work through Expedia Partner Solutions (EPS) by loading one (or more) of these offers:

1. Offer up to a 35% savings when booking a wholesale bundled package (All brands)

2. Offer $50 resort credit per night (3-night minimum stay) (Resorts only)

Action Needed:

– Follow the brief to build/update rates in HPP and PMS

– Opt-In by April 30, 2021 link to Opt-In Form

For full details, see MGS

Questions? RMFieldSupport@marriott.com

Executed By: Hotel

Cost: No cost to participate

Timing: Booking Window: May 1, 2021 – June 6, 2021; Promoted Stay window: May 1, 2021 – Oct. 15, 2021

METT Email Campaigns

Q1 RESULTS – 13.5M distribution, $653K in revenue and 4000 RNs generated

Regional Deployments:

    • Demand Generation
    • New Builds & Renovations
    • Destination Co-op
    • Luxury Tier
    • Brand Focus
    • Resident Rate (Pilot)

Consumer Email Marketing Standard

The Consumer Email Marketing Standard, which launched in January 2019, applies to all consumer- facing email marketing and is applicable to all hotels operating under any of Marriott’s 30 brands. Above-property and hotel-level marketers must comply with this standard and should adjust their marketing practices to ensure compliance, if necessary. Review the specifics on the MGS page that hosts this standard as well as existing marketing guidelines.

METT Email Campaigns

  • What is a METT? Marriott Email Template Tool is a web-based tool that provides the ability to create and launch targeted email campaigns featuring hotel offers and content.
  • Email Structure & Design
    • Each email contains up to 5 offers (1 Primary offer + 4 Secondary offers)
    • 2 Template options: Marriott Bonvoy™ or Brand Specific
      • All hotels included in a Brand Specific template must be the same brand
  • Offer Types
    • Cluster Offers
    • Recovery Offers
    • Spa/Golf Offers
    • Member Exclusive Offers (MEOs)
    • Bonus Points / AMPs
  • Best Practices
    • Cluster emails perform the best and allow for greater distribution
    • MEOs out-perform non-rewards offers
    • Bonus points offers (higher than 1,000 points) produce the highest number of bookings
    • Seasonal deals, Limited Time Bookings, Stay x Nights perform well
  • Targeting: METT emails target guests with a propensity for a hotel’s brand or market, providing a broader potential audience than just past guests.
  • Monthly Deployment: Emails are deployed monthly to both Marriott Bonvoy™ Members & Non-Members. There are 3 deployment windows/month.
  • Contact
    • Visit MGS for more information
    • Limited number of spots available
  • Cost
    • Purchase on a first-come, first-serve basis
    • $300 set up fee
    • $5.85 CPM (cost per thousand emails delivered)

Monthly Property Marketing Webinars + Office Hours

  • Property Marketing Webinars (3rd Week of Every Month)
    • Content includes promotional updates, latest on marketing tools and resources, deep dives on various topics, marketing “how-tos” and time set aside for general Q&A
    • April Webinar
      • Topic: Developing effective digital content with a focus on merchandising to the leisure traveler ​
      • Recording: Available on Marketing Central
  • Virtual Office Hours for Property Marketing Contacts
    • The intent of these office hours is to provide an open forum for property marketing contacts to ask any marketing related questions; there is no formal presentation.
    • Upcoming April Office Hours

Future webinar and office hour dates will be posted to Marketing Central, distributed to the contacts submitted through the Property Marketing Contact form, and included in the U.S. & Canada Franchise Update.

New: 5-Step Process Checklist

Assist Hotels in Demand Volatility – KB0078152

The Details:

    • Action Steps for each step in the 5-step process

    • Available in SNOW (Keyword Covid – 19)

    • Coming Soon: Available on MGS

Operations Updates

Increase Revenue Opportunities via MESH/SRO

  • Potential revenue opportunities are dependent on sustainability data and information from MESH / SRO Tracker
    • These key inputs are necessary to enable hotels to:
      • Meet requirements from key customers
      • Provide data requested from booking agencies and business partners
  • Hotels should ensure all fields in MESH / SRO Tracker are up-to-date by Monday, May 31 so relevant information can be pulled through to requesting sales channels

Gaps in Data

Three key data points needed to be considered complete:

    • Energy Data must be validated [2016 + 2020]*
    • Water Data must be validated [2016 + 2020]*
    • SRO Tracker questions must be 90% or more answered

To confirm if hotel has validated data, there is a dedicated dashboard for each hotel on MESH + SRO % on main dashboard.

Optional Office Hours – April 27: Ask questions about the SRO Tracker and the potential revenue impacts.