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August 20, 2021 Owner & Franchise Webinars, Management Company Webinars, FMC Weekly Webinars

August 19, 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 19 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 19, 2021

Ensure Only Current Brand Collateral Is Being Used & Discard Outdated Collateral Immediately to Avoid Fees
​​All Courtyard brand collateral on property must be in the current brand voice (released in 2018). Hotels found displaying the outdated Bistro poster will be fined the cost for penalties due to expired image rights. Hotels should look for this collateral on property and, if in use, remove it immediately to avoid this fee.

Canada Only | Review Q4 Marketing Co-Op Campaign; Opt-In by Aug. 27 if Desired
A Canada Co-Op Marketing Campaign is launching in October to capture leisure demand in Q4. This is an opt-in campaign which will be funded by participating hotels. Review the presentation for additional details and opt-in to participate via the survey by Aug. 27.

Review Q4/Q1 Luxury Marketing Co-Op Campaign; Opt-In by Sept. 3 if Desired
A Luxury Co-Op Marketing Campaign is launching in November to capture leisure demand in late Q4 and Q1. This is an opt-in campaign which will be funded by participating hotels. Review the presentation for details and opt-in to participate via the survey by Sept. 3.
Note: Luxury hotels in Canada can opt-in to both Co-Op marketing campaigns, if desired.

Sales, Marketing, & Revenue Management Update

Travel Trends

  1. There is growing concern amongst travelers around COVID variants.
  2. Comfort traveling is beginning to decline due to the spread of the Delta variant.
  3. Most travel searches are short-term; however, travelers are beginning to plan further out.

Demand Capture: Global Sales – Account Updates (Sources:  GSO U.S. & Canada Weekly Update: Week ending July 31 and Top Accounts Travel Policy 8.10.21)

Top account BT policy changes this week:

    • Accenture: cautiously determining messaging for travel based on increase in variant cases and designated ‘hot’ spots. Policies may vary by country/region. Client travel continues to be approved as needed.
    • EY: launched new approval tool for internal travel designed to cause employees to demonstrate trip ROI before booking. Anticipating FY 2022 travel to be 50% vs 2019.

2022 BT Pricing Progress:

    • Discussions now initiated with 76% of GSO clients with 102 strategies finalized
    • 82% agreeing to rollover terms with only 18 launching traditional RFP
    • ExxonMobil, General Electric, Lockheed Martin and Amazon

Q3 2021 Points Purchase Promotion

DATES: Aug. 12- Sept. 25

OFFER (100K Annual Limit): First-ever “Mystery” bonus targeted by member segments on purchases 2,000+ points

OBJECTIVE: Drive program revenues through points purchase promotions

AVAILABLE POINT PURCHASE STOREFRONTS: English, French, German, Italian, Japanese, Portuguese, Spanish, and Chinese

MARKETING SUPPORT: Digital Merchandising (Marriott.com, MB.com, App), Paid (Media Demand Gen, SEM, Facebook/Instagram, Affiliate/Display, Native), Email (Solo, MAU, Traveler, Points.com Cross-Promotional Banners), Organic Social Media (Insiders, Twitter, Flyertalk), In-Region Support (Solo, WeChat, Weibo)

This offer is only valid for purchases made through the promotion’s Buy Points or Gift Points pages

Demand Gen Leisure Offer Extension – Fall/Winter

  • Current leisure offers (below) will be extended through the holiday season and to build January base.  
  • Booking window: through Jan. 16, 2022
  • Stay window: through Jan. 31, 2022 
  • Will continue to refresh creative to be relevant to seasonality and fresh to the consumer. (samples of spring & summer on slide)
  • For hotels already participating the only action is to extend in HPP by Sept. 29. 
  • For NEW hotels that want to participate, opt in via this Smartsheet form and load rates in HPP by Sept. 27.  
  • Recovery offers: Staycation (ZJL), Long Term Stay (LTS), Extended Stay (ES7), Suite Celebrations (HDK), Resorts Offer (D3Q) & Rediscover Downtown:(ADP)- eligible markets in survey.