February 22 Franchise Management Company Webinar

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Thank you for joining us on Friday, February 22, for the Franchise Management Company Webinar. If you were unable to join, a recorded version and a PDF of the presentation are now available (EID and password required). 

Topics and resources discussed on the webinar included: Post-Cutover Optimization and Marriott Bonvoy Global Marketing Campaign.

• Post-Cutover Optimization | Key Reminders & Resources:
  • The Weekly Update is the primary form of communication for property associates.
  • BEST PRACTICE! Ensure your GMs and their Executive Teams subscribe to this communication.
  • Change Crew Calls are held every other Tuesday to reinforce topics covered in The Weekly Update and to address questions. 
    • Hotels in the Sep. 18, Oct. 10 & Oct. 30 Waves: 1 p.m. ET
    • Hotels in the Nov. 27 & Dec. 11 Waves: 3 p.m. ET
  • System/Discipline-Specific In Market Workshops offered during Q1 (Franchise)
    • One Yield v2 – Revenue Management
    • CI/TY – Sales, Event Management 
    • Lightspeed – Front Office Operations, Loyalty
  • Discipline-specific webinars offered multiple times monthly – links to register provided in the Weekly Update.
  • What’s Changing Guides (Franchise) provide a discipline-specific overview of the business process and system changes resulting from Reservations Platform cutover.
  • Monthly focus groups are set up to gather feedback from General Managers at both Full Service and Marriott Select Brand hotels.
  • All properties receive a quarterly integration survey as well as a monthly, three-question pulse check.

• Marriott Bonvoy Marketing Campaign | To reinforce and promote Marriott Bonvoy, we are leveraging brand campaigns, major tentpole activations across our owned channels to drive brand awareness and promote our book direct campaign.

  • We started off a busy year unveiling the new name and branding of our loyalty program: Marriott Bonvoy to all of our members and media on Jan. 16.
  • On Feb. 13, we launched the new brand across all of our channels from on-property collateral to our digital channels including new social media handles. We also launched the  two new elite tier names: Marriott Bonvoy Titanium Elite and Marriott Bonvoy Ambassador Elite.
  • On Feb. 24, we will launch our Global Media Campaign across display, OOH, and commercials spots you’ll start seeing on TV, starting with the Oscars. We also have a number of member Moments events taking place this Sunday in Mexico City, Toronto and LA at Oscars viewing parties and exclusive red-carpet access to celebrate this launch.
  • Global Rollout
    • As you know, the three loyalty brands of Marriott Rewards, Ritz-Carlton Rewards, and SPG have been officially retired. Although they’ve been retired, we want to make sure to relay things have not changed. We still have all the same marketing channels but in a new Marriott Bonvoy branding.
  • 2019 Loyalty Marketing Communication:
    • We want to drive awareness of our new loyalty brand name and believes with Broad Inspiration campaigns. This includes the media launch we are starting on Sunday, promotions, what we call “tentpole” or large activations like Oscars viewing parties and Dubai Jazz festival and updating our in-room TV content and social content to tell our story.
    • We will continue to educate members through owned channels about their benefits, the experiences they can redeem for, offers and promotions and through social.
    • And finally, most importantly, inspire members to book and stay more, driving topline revenue to our hotels. This means delivering on-property experiences flawlessly and leverage our marketing channels to support booking and call to action.
    • With one loyalty brand, we have the opportunity to create a holistic communication structure to drive inspiration, education, and acquisition.