October 15, 2021 Owner & Franchise Webinars, Management Company Webinars, FMC Weekly Webinars

October 14, 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, October 14 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:

Operations Update

U.S. Only | CSB Complimentary Breakfast

Objective:

Evolve for the future based on recent consumer insights that allow us to deliver on guest expectations while balancing the operating model

Approach:

- Consistent offering across Fairfield, TownePlace Suites, SpringHill Suites, and Residence Inn with some added items in Residence Inn
- Improved quality grounded in consumer insights
- New marketing, merchandising, and display
- Program pillars allow for marketing storytelling
- Targeting SKU reduction of 30-40% depending on brand
- Targeting a 20% reduction in CPOR

Deployment (U.S.):

- Pre-recorded webinar, Implementation Guide, and Land-It tasks available beginning Oct. 14
- Office Hours available through year end
- Implementation required by Jan. 1, 2022
- BSA begins Feb. 1, 2022
- $700 per property in 2022 budget for collateral and OS&E

Aloft F&B

Goals:

Provide positive guest experience, drive consistency, address supply chain challenges, and create operational efficiencies as well as capture revenue on property.

About the program:

- Insights driven concept, target consumer offerings
- Simplified, core menu across all Aloft Hotels, with the ability to enhance offerings
- Designed for Leisure and Business
- Reduction in mise en place and prep
- Synergies with menu items in other brands
- Fewer hours required for training
- Launch of Iced Coffee in partnership with Oatley

Deployment:

- Pre-recorded webinar and Land-It tasks available beginning today on brand new Aloft MGS B&F Page
- Additional scheduled office hours
- Order menus from vendor starting Nov. 15
- Continue preparations through year end

Simplifying Pre-Arrival Planning | GXP + DGE

GXP Updates: GXP and Digital Services can improve operational opportunities and allows hotels to be better prepared for their guests, however both are underutilized.

Understanding the Challenges:

- Ongoing staffing and knowledge gaps
- Loss of on-property knowledge resources and certified trainers
- Different brands/tiers/regions need different information
- Basic GXP actions are not being completed:
  - Full Service – 88% have less that 2 GPS runs/day
  - Select – 95% have less that 1 GPS runs/day

The Plan to Overcome:

1. Update resources and reinforce the basics to intuitively lead associates and above-property leaders through what they should be doing in GXP and DGE
2. Simplify and consolidate existing training (and create new where applicable) into bite-size/easily digestible snippets of training that coincide with driving goals
3. Deliver System Enhancements that focus on Pre-Arrival Planning, ITR, Elite Recognition for best short-term results and to drive long-term success with changing overall GXP behavior

New Functionality Now Available for Pre-Arrival

Prioritizing Reservations

New “Actionable Insight Rating” assigned to each reservation for easier prioritization

Criteria:

- High – Ambassador Guests, Past Negative Cases, More than 5 Past Service Requests, Personalized Information, Loyalty Preferences, Accessibility Needs, Feather Free, Connecting Room, Adjoining Room
- Medium – Milestone Stay, Less than 5 Past Service Requests, All other Elites, Length of Stay Greater than 5 days
- Low – All other guests

New GPS Filter + Sort Options

Updated sort option in GPS shows reservations with a “0” Upgrade Ranks at the bottom of the list.

New GPS filter for “Booking Date” helps to easily identify same day bookings.

Resources for Leaders + Associates

ONE PAGER FOR ASSOCIATES

Use the Daily Ops Dashboard as a digital checklist for critical tasks:

Pre-Arrival Planning

- Run the GPS to complete pre-arrival planning (prioritized reservations) and same-day bookings

Case Management

- Record guest details in GXP
- Create Guest Cases for any service requests or opportunities and update confirmed guest preferences
- Manage and close all guest cases within priority times
- Customer Care cases, Ambassador File cases, Mobile Request cases, Chat cases, guest requests and defects

ONE PAGER FOR LEADERS

Use the Performance Target Dashboard (for 10 or less hotels) or Einstein Above Property Reporting (for 10 or more hotels) to ensure hotels complete critical tasks:

Pre-Arrival Planning

- Monitor Average GPS Runs per day and % of Arrivals Reviewed to gauge pre-arrival planning efforts
- Ask hotels to describe pre-arrival planning processes and share barriers

Case Management

- Monitor the daily creation of cases, percentage of cases closed within guest expectations, chat response time and CEC takeover fees to measure case management efforts
- Ask hotels if GXP notifications (e.g., escalation/dispatch rules) are used to be aware of open cases needing attention

Next Steps: System Enhancements and “GXP & DGE Made Simple” One Pagers

- Review enhancements and resources with hotel associates
- Ensure GXP critical tasks are added to existing checklists
- Promote usage of Daily Ops Dashboard to guide associates in completing critical tasks
- Prioritize your Digital Arrivals and send the Mobile Keys
- Monitor performance:
- Hotels:
  - Monitor Daily Ops Dashboard
- Above Property Leaders:
  - Monitor Performance Target Dashboard (for 10 or less hotels) or Einstein Above Property Reporting (for 10 or more hotels) to ensure execution of pre-arrival planning and case management basics
  - Engage with properties to drive improvement

Sales, Marketing, & Revenue Management Update

Travel Trends

A combination of the recent Delta-variant surge and seasonality have slowed Americans previous fervent demand for travel.
Americans report feeling more financially stressed lately which is negatively affecting their intent to spend on travel.
Consumers will continue to place importance on 3 key factors when making travel decisions.

OneYield Processing Delays

Next Steps

1. Enhanced ecosystem processing times
2. Additional data controls
3. Increased governance + oversight

Questions? HQREVMGMTPLANNING&SUPPORT@MARRIOTT.COM