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

January 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, January 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:

Sales, Marketing and Revenue Management Updates

Topline Trends

  1. Consumer air travel and driving/transit trends are mixed.
  2. In the current environment, half of U.S. consumers feel their mindset around travel right now is one of hesitation and delay.
  3. We have seen an increase in shopping behavior on our digital channels.

Demand Capture: Intermediary Points Offer & Double Take Promo Extended

Optional closing tools; Hotels may use these promotions at their discretion and are responsible for the cost of points awarded

• Points are awarded and paid for by hotels at the time of actualization
• Must close by March 31, 2021
• For arrivals/meetings through 2022
• Editable sales flyers are available for immediate use at hotel’s discretion, and can be found on MGS

Marriott Bonvoy Update

The following announcements are being shared this week with hotels to support them as they continue to welcome members back.

  • Member Announcement on Jan. 11
  • Benefits and Elite Benefit Guarantee
  • 24/7 Ambassador Liaison Support Now Available
  • Reimbursement Policy for Late Arriving Redemption Stays
  • Update on Reimbursement Payout for In-Room Water

2021 Leisure Recovery Offers

Leisure Offer Strategy

  • Offers easy opt-in Leisure Recovery offers
    • Our team builds on HWS & includes in marketing of most Non-Qualified offers
  • Less resources at the property level
  • Marketing refreshes creative and messaging to include all hotels opted into these offers, at a minimum seasonally – giving fresh offer appearance to our customers

Opt-in Process Reminder + Marketing Inclusions

  • The five supported offers are:

Long Term Stay (LTS):
1. LTS – Extended Stay Hotels

2. Staycation (ZJL) – customized by hotel
3. Stay Longer, Save More (D3Q) – exclusive to resorts
4. Extended Stay (ES7) – exclusive to Residence Inn, TownePlace Suites, and Element
5. Suite Celebrations (HDK) – exclusive to Luxury brands (TRC, SR, JW, ED, TLC & W)

  • OTA Partners: Remember rate loading brief has instructions for loading Staycation, Stay
    Longer, Save More and Suite Celebrations into OTAs for greater reach

Actions Required by Hotels

  • Step 1: Ensure offers are loaded in HPP
  • Step 2: If you would like to participate in marketing support, opt-in via the Smartsheet
    • Keep in mind it is ALL the placements or none; we cannot remove you from HWS
      Deal Page placement without removing you from ALL Marketing efforts
  • Opt-ins /Opt-outs will be updated the first week of every month in marketing support
    when the landing pages are refreshed

Q1 2021 Global Promotion

  • Offer: 2X points + 2X Elite Night Credits on stays of 2+ nights
  • Earn Dates: Feb. 16 – April 27, 2021 (71 days)
  • Member Registration: Early Feb. – Mid April 2021
  • FAQs

Super Peak Redemption Offer

  • Offer: Off Peak Awards up to 40% off Standard Redemption Rates
  • Book Redemption Award Stay: Jan. 11 – Feb. 21, 2021
  • Redemption Stay Dates: Now – Sept. 30, 2021
  • Terms & Conditions

Marriott Bonvoy Escapes

  • Offer: 25% savings for members / 20% for non-members
  • WAVE 53 – DETAILS
    • Launch Date: Dec. 16
    • Sell Dates: Dec. 17 – Jan. 10
    • Hotels Participating: 2,069
  • WAVE 54 – DETAILS
    • Launch Date: Dec. 23
    • Sell Dates: Dec. 24 – Jan. 18
    • Hotels Participating: 1,872
  • Offer available on m.com channels, Expedia, Booking & Priceline
  • Marketing Support: Paid Social, Solo Email, M.com placements, PR

Cardlytics: Targeted Credit Card Marketing

  • Flight: Oct. 21 – Dec. 20
  • Objectives
    • Drive incremental room revenue for properties across the Marriott portfolio
    • Maximize Marriott market share by capturing demand away from our competitors
  • Targeting
    • Frequent guests (3x+ stays, last 12 months)
    • Infrequent guests (1-2x stays, last 12 months)
    • New guests (0 stays, last 12 months)
  • Offer Details
    • 5% for FREQUENT guests
    • 10% for INFREQUENT guests
    • 15% for NEW guests
  • Results
    • $16.9 M in Topline Revenue ($2M incremental revenue)
    • 80,385 Paid Transactions at Marriott Bonvoy properties

Sprinklr

  • Sprinklr is Marriott’s Social Media Management System (SMMS), designed to help associates representing one or
    more active social media sites to Engage, Manage and Analyze their property’s social media presence in one place.
  • Why Sprinklr? | Driving a complex social media operation with a tool
    • Hotel Social Media Account Security
    • Manage comments across Social Media Networks in one tool
    • Crisis support provided by the customer care and brand social teams if accounts are connected
    • Analytics to drive data-driven decision making
    • Internal Collaboration between Marriott Social Media Stakeholders
    • No License Fee for 2021
  • 2021 Enrollment Details

Enrollment Currently Open

    • Available to all brands, globally; Applicable Hotels have at least one active Social Media account
    • No License Fee for 2021, OptionalParticipation
    • Potential Users | On Property Social Media Practitioners, Franchisees, Agencies, other Vendors
      • Must have a Marriott EID
    • Hotels request access via Sprinklr Access Request Form (MGS)

New User Training, Week of Feb. 1, 2021

    • Registration details provided upon account creation & available on Sprinklr MGS Page
    • User Expectations
    • Continuing New User Education available monthly beginning Q2 2021

Operations Updates

2021 Global Virtual Audit

The Virtual Audit is one component of the 2021 Global Audit program.

Reminder: For 2021, the Global Audit program, including the monthly Self-Audit and the annual Virtual Audit, has replaced the former annual Brand Standards Audit (BSA) and Property Certification requirements, as well as the monthly Commitment to Clean Certification.

Resources: Audit Program MGS Page, 2021 Global Audit Program FAQs, 2021 Global Virtual Audit Video

Resources & Reminders

Key Actions

U.S. & Canada Franchise Update | January 14, 2021

Review New Marriott Bonvoy Incentives & Deliver Elite Benefits and Guarantees

Review FAQs and ensure associates are familiar with the new incentives being offered to Marriott Bonvoy members:

•In February, 50% of the Elite Night Credits (ENCs) will be deposited into member accounts, based on 2020 earned Elite status.

•Members can earn double the number of points and Elite Night Credits on stays of two nights or more between Feb. 16 and April 27.

•Members can save up to 40% on standard redemption pricing by booking Off-Peak rates by Feb. 21.

Ensure associates understand the Elite Benefits offered at the hotel and the guarantees associated with them and hotel websites and “what to expect” pages accurately reflect these benefits and guarantees. If certain F&B options are not currently available due to outlets/lounge being closed, you must still offer the benefit based on local guidelines and operating model. Review the Benefits at a Glance, Loyalty Program Guide and Food & Beverage minimum guidelines (Luxury | MSB | Premium) for details.

Key Dates, Deadlines and Reminders

Date

Details

Link

Jan. 19-20

January Marketing Educational Webinar for Property Marketing Contacts
Join the appropriate regional/brand Teams Live Event using the links below; no pre-registration required. Webinars will be recorded and published to the Field Marketing Resource Center for those unable to attend.

•U.S. Select Brands: Jan. 19 at 3 p.m. ET (join | add to calendar)

•U.S. Full Service Brands: Jan. 20 at 4 p.m. ET (join | add to calendar)

•Canada: Jan. 20 at 2 p.m. ET (join | add to calendar)

  

Jan. 19-20

Optional Revenue Management Training Webinars

Four identical sessions will be offered at different times to review Marriott’s Pricing Guiding Principles and provide direction on rational pricing, proper benchmark positioning and discount/channel strategies. Visit MGS for the schedule and registration links.

MGS

Jan. 29

2021 Brilliant Recognition Program Enrollment Now Open; Enroll Before Jan. 29

Business Unit Leaders should review the global recognition program’s 2021 Terms & Conditions and enroll before Jan. 29 to ensure uninterrupted access and continue recognition and point redemption.

MGS

Jan. 29

Review Details of 2021 Fam-Tastic and Plan-Tastic Program Participation; Opt Out by Jan. 29 if Desired
The Fam-Tastic and Plan-Tastic programs will continue in 2021. These programs offer exclusive benefits to qualified Travel Advisors and Meeting Professionals so they can experience Marriott’s hotels and brands first-hand, enabling them to better sell to their customers. Hotels not wishing to participate must opt out via iFAST by Jan. 29. Visit MGS to learn more.

MGS

Jan. 31

TripAdvisor Sponsored Placements Rebate in the PLUS Platform Extended
TripAdvisor Sponsored Placement provides hotels with the opportunity to promote their specific property within TripAdvisor’s destination search results ahead of the competition. Through Jan. 31, hotels that spend $200 or more on TripAdvisor Sponsored Placements via PLUS are eligible to receive a 20% rebate (up to $1,000) on their property spend. To take advantage of this promotion and add funds to your account, visit the MDS Client Community (MDS hotels) to submit a New Funding Form or deposit through the PLUS Platform directly or access marriottplusplatform.com (non-MDS hotels).

MGS 

Jan. 31

Complete January Self-Audit

Beginning Jan. 1, Self-Audit for January available on the QA site and app. The Self-Audit must be completed no later than 5 p.m. ET on Jan. 31, 2021.

MGS

Feb. 1

Hotels Not Yet Live with Mobile Key: Complete Third-Party Support Requirement

Hotels should complete the third-party support requirement by Feb. 1 and refer to the one pager for questions related to Datatrend or Centrada.

  

Ongoing – March 3

Review 2021 Leisure Recovery Offers; Opt-In and Load Rate Codes by March 3
Refer to the Smartsheet form for a list of recommended offers and respective rate codes. Topline Teams should opt-in and ensure rates are loaded in HPP. Current offers are bookable through April 11 with stay dates through June 6, 2021 and will be supported by email marketing, paid social media, placement on marriott.com and public relations support at no additional cost. Hotels can use the opt-in survey through March 3 and will be added to marketing channels on the first Thursday of the following month. 

  

Ongoing

Updates to mHUB User Experience Impact Log and Scheduled Outage Jan. 15, 10 p.m. ET – Jan. 16, 4 a.m. ET
Since launch on Dec. 26, we have learned of some access or user experience impacts related to mHUB. The mHUB team is working to address each of these issues as quickly as possible. In the interim, please note:

•User impacts, along with workarounds and anticipated resolution dates, are being tracked in the mHUB User Experience Impact Log.

•For assistance regarding technical or navigational issues, contact the mHUB Service Center via telephone at 1-844-950-0352 or visit mHUB > Contact Us to use the chat feature directly in the platform.

Please also note, mHUB will undergo scheduled maintenance from Jan. 15, 10 p.m. ET – Jan. 16, 4 a.m. ET. During this time, access to mHUB – including Explore – will be unavailable.

  

 

Please also note the following resources: