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December 15, 2017 Owner & Franchise Communications

Aloft B&F and Element F&B Updates and Next Steps

Aloft and Element Owners & Franchisees | Final preparations are underway to launch newly-redesigned Food & Beverage programs at Aloft and Element hotels in the U.S. and Canada on Feb. 1, 2018. The new programs include revised a.m. and p.m. menus, and are designed to better align with brand strategies and to better meet the needs of target guests. Since we first announced the new programs in August, we’ve completed successful Boot Camp training sessions for each brand in October and November, during which we delivered hands-on training to property staff.

The two-day Boot Camps covered a wide range of topics including: a.m. and p.m. menus with hands-on cooking practice; merchandising, signage, printing, and collateral; POS programming; financials; retail, staging and styling; and, on-property training planning.

Aloft Program Highlights (Aloft one-page brand summary):

  • 75% of properties were trained across four Boot Camp sessions
  • Revised budget guidance: covers items needed for execution of the new Re:fuel experience including OS&E for the retail space, new signage, and the CapEx will help to cover Kiosk and other related equipment for Re:fuel.
  • We will be implementing Kiosks that are designed to support the new B&F program by greatly improving the Re:fuel ordering process and guest experience.
  • We are planning to use the Guest Experience Fund to help support the final development and installation of the Kiosks into properties in the U.S. and Canada later in 2018.

Element Program Highlights (Element one-page brand summary):

  • 95% of properties were trained at Boot Camp sessions
  • Revised budget guidance: covers items needed for execution of the new Breakfast and Evening experience – OS&E, movable carts, Chobani Cart, and the new evening wine fixture.
  • We will be implementing Mobile Carts to help support the new food & beverage offerings:
    • Gen 1 Hotels will receive 1 large and 1 small cart free of charge
    • Gen 2 hotels will receive 1 small cart free of charge
  • New menu offerings for both the RISE and RELAX menus, to best support target guests’ healthy lifestyles.

Thank you for your continued support of the launch of these new Food & Beverage programs. Instructions were communicated via the Dec. 11 Weekly Update for GMs to log in to Land-It and identify a coach to complete a new, detailed implementation checklist in advance of our revised launch date of Feb. 1, 2018. Please ensure that your teams are aware of the release of the new implementation details and take steps to prepare accordingly.

Details of each program are available on MGS: Aloft | Element. Questions regarding the new programs should be directed to Ops.Implementation@marriott.com.