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August 13, 2021 Owner & Franchise Webinars, Management Company Webinars, FMC Weekly Webinars

August 12, 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, August 12 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:

U.S. & Canada Franchise Update | August 12, 2021

U.S. Hotels | Review Commitment to Clean (CTC) Protocol Changes
U.S. hotels should continue to follow current CTC guidelines, including recent updates to requirements for associate face coverings and quarantine procedures. Additional updates to Meetings and Events protocols include the removal of previous social distancing event set-up contract disclosure requirements. 

Review 2022 Marketing Budgeting/Planning Resources
​Resources include the 2022 Marketing Planning Playbook, which includes marketing budget guidance and co-op program opportunities as well as a new Marketing Planning Tool, designed for building and maintaining property marketing plans.

Sales, Marketing, & Revenue Management Update

Lodging Travel Trends

  • Over the last 4 quarters, the U.S. lodging industry continued to show better recovery with Q2’21 achieving 60% of spend vs 2019 pre-COVID levels.
  • Lodging recovery in Europe picked up in Q2’21 as lockdown restrictions eased.
  • The Lodging industry has shown steady recovery in the AP region across the last 4 quarters, achieving an industry demand of 43% in Q2’21.

Revenue Management Webinar

Audience: Above Property Leadership

Wednesday, Aug. 18 at 1 p.m. ET

    • Special Corporate Pricing
    • OTA Health Check
    • PLUS Platform
    • One Yield Cloud
    • High Performance Pricing Enhancement

2022 Marketing Planning Resources

2022 Marketing Planning Playbook

OVERVIEW: Resource designed to guide property marketers through preparing 2022 hotel marketing plans and budgets

INCLUSIONS:

    • Budget Guidance – Priority marketing investments hotels should consider to drive topline revenue. 
    • New Marriott Digital Services (MDS) Programs – High-level overview of new MDS programs. Additional information will be communicated later this month and updated on the MDS Client Community. 
    • Marketing Co-Op Programs – Information on the destination and segment co-op marketing program opportunities that we plan on offering for 2022.  
    • Strategic Planning Guide – Thought-starter guide that highlights both internal and external factors to consider when planning 2022 marketing tactics. 

2022 Marketing Budget Guidance

Recommended priority marketing investments to drive topline revenue.  

PRIORITIES

CHECKLIST

INSIGHT

Paid Media

•Optimally fund PLUS Direct and OTA channels based on 2022 funding recommendations (varies by hotel)

•Ancillary/Custom Media (unbranded paid search, listings, outlet media, etc.)

Property specific recommendations for PLUS Direct & OTA media will be distributed to hotels via email in August. Hotels can also pull directly in PLUS via the Digital Media Planner.

Merchandising

•Content Creation & Storytelling (Photography, Video, Copywriting, Collateral) 

•Narrative Hotel Website (consideration primarily for Resort, Luxury, and some Premium hotels) 

Support will be needed to pull through hotel positioning and storytelling for Narrative hotel websites and Discovery Pages.

  Agency Support

•Marriott Digital Services (MDS) 

•Hotel Repositioning 

•Social Media (consideration primarily for Luxury and Premium hotels) 

•Public Relations (consideration primarily for Luxury and Premium hotels) 

Repositioning is recommended for hotels making significant segment mix shifts or completing major renovations/brand conversions.

Marketing Co-Op Programs

•Destination co-op programs

•Segment co-op programs

•Luxury co-op programs 

Pricing varies based on co-op type, destination/market or segment. More information on these programs is outlined in the 2022 Marketing Planning Playbook.

2022 Marketing Planning Tool

A tool designed to support property marketers in creating a comprehensive annual marketing plan and maintaining it throughout the year.

The 2022 Marketing Planning Tool includes 5 key sections:

    • Objectives
    • Tactics
    • Budget
    • Payment Tracking
    • Calendar

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-to’s” and time set aside for general Q&A

    • August Webinar
    • Topic:2022 Marketing Budgeting/Planning Resources, the new Digital Asset Center (DAC), and Marriott Sales Companion enhancements.  
    • U.S. Select Brands: Aug. 17 at 3 p.m. ET (Join|Add to Calendar) 
    • Canada: Aug. 18 at 2 p.m. ET (Join|Add to Calendar)
    • U.S. Premium & Luxury Brands:Aug. 18 at 4 p.m. ET (Join|Add to Calendar)

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.

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 today’s U.S. & Canada Franchise Update.

Project GroupSync | Overview

  • GroupSync: a new group booking channel from Groups360
  • Work underway to complete full integration between GroupSync and MI Sales & Catering Systems
  • Ask of GMs: Follow the GroupSync MGS page for more information on how to prepare hotels for integration launch
  • Marriott co-invested in Groups360’s GroupSync platform; GroupSync has two capabilities for meeting planners – Submit a Request for Proposal (RFP) and Instantly Book a Small Meeting 
  • Project Goal: Complete full integration of GroupSync into MI Sales and Catering systems by YE 2021
  • Targeted Launch: January 2022
  • Communication
    • August – Project Awareness
    • November – Updates, Call-To-Actions, Training and Support Resources
    • January (2022) – Official Launch, Final Hotel Preparations
  • Key Stakeholders
    • GMs, Revenue Management, Sales & Events Associates
  • How to Prepare

MI Sales Companion

  • New look with larger image displays
  • Properties can now control property page with new Content Management System
  • Add / remove content for property pages or set staging content that can be turned on/off for RFP inquiries
  • Option to include pricing grids
  • Better analytics on what customers are viewing