residence inn 2013 marketing plan as of 1/25/2013 2013 marriott international confidential &...

RESIDENCE INN2013 MARKETING PLAN

As of 1/25/2013

2013 Marriott International Confidential & Proprietary Information


2

OVERVIEW

POSITIONING

CORE MESSAGE

TARGET

DISTRIBUTION

GLO

BAL

Power Brand: Third largest MI brand in profit contribution, revenue and hotel count. MI’s strongest performer in RevPAR index at 126.0 and second highest in guest Recommend scores.

Category Leader: Long-standing U.S. extended stay leadership in aided awareness, market share, and premiums vs. purpose-built competitors stemming from distribution advantage and market tenure.Thrive – For today’s marathon business traveler, Residence Inn is specifically

designed to restore and sustain your physical, mental, and emotional energy so you can Thrive on Long Stays.

“It’s not a room. It’s a Residence.TM”

“The Marathon Business Traveler” – Extended Stay FBT who views extended stays as “marathon” business trips when compared to shorter business trips. They place a high priority on being productive but also require a balance to stay in peak condition. They want to keep all parts of their life going so they can achieve their personal best. North America: 621 Europe: 2 CALA: 1 Middle East/Africa: 1 Total: 625 Pipeline Growth: 155 (Approximately 37 openings in 2013)

2013 RESIDENCE INN


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KEY DRIVERS

CORE MESSAGE

TARGET

KEY COMPETITORS

Aging US Product: Aging product and younger competitive product resulting in low scores on up-to-date.

Consumer Awareness/Competitive Marketing: RI has very high consumer awareness in the US, but globally there is overall low understanding of the extended stay category and the brand’s product offering compounded by lack of “suites” name vs. competition. Competitors in the US have larger ad spends than RI, despite RI’s larger distribution, putting RI at risk in awareness, consideration and trip share.

Declining Performance vs. Competition: While GSS remains strong, in competitive brand tracking RI lags Homewood Suites on many key metrics (Recommend, Satisfaction, and Service). RI hotels with Homewood Suites in comp set underperform on RevPAR index.

“It’s not a room. It’s a Residence.TM” - Key Proof Points: Upscale Spacious Suites – Separate spaces for guests to sleep, eat, work and relax. Full Kitchens – Full kitchens with full-size appliances so guests can eat what they want,

when they want it. Strong Value Proposition – Strongest value in an upscale environment with free Wi-Fi

and hot breakfast.Primary: “The Marathoner” – Upscale, extended stay FBTs who are optimistic about travel and want the ability to be productive and continue their life's pace and routines in an environment that helps them renew and restore their energy so they can perform at their best.Demographics 69% male 62% married 41 years old is mean age $136k mean HH income

Secondary Targets: Business Travel: Extended Stay Consultants & Engineers/IT Professionals Personal Travel: Families – Suite Kids Vacations – Family trips with parents and children.Trip Profile: 54% family vacation; 87% Suburb or highway; 87% Travel by car; 81% Kids 5-12 yearsDemographics: Equal mix moms & dads; Ages 35-49; $75-150 HH income; Above avg. # of BTsHomewood Suites: Strong competitor who despite 50% smaller distribution beats RI on product per Brand Tracking Embassy Suites: Aggressive marketer with a strong value proposition and F&B offeringHyatt House/Staybridge Suites: Emerging competitors to watch, backed by large portfolios Full Service/Select Service: more than 90% of 5+ night trips each year; 25% of the trips could be at extended-stay

2013 RESIDENCE INN

Psychographics Strong proponents of a balanced lifestyle due to extreme

BT. Sophisticated and look for professional treatment. Used to top notch service at stores and restaurants. Place a high priority on work & productivity, but want to

fully enjoy life.

76% college+ educated 82% Caucasian 60% suburban 23 BTs/7 XS trips

MACRO BUSINESS OBJECTIVE Increase RevPAR Index through extended stay business.

GLO

BAL


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Statistically significant lift in core messaging, key perception metrics, and intent to consider via ad tracker.

Lift consideration and trip share via Brand Tracker.

Media impressions/unique visitors per month (UMVs).

Incremental personal travel room nights and revenue.

Increase engagement and bookings from ri.com/m.com.

Incremental revenue from Marriott Rewards communications.

Brand voice activation across all touch points.

OBJECTIVES STRATEGIES METRICS

NO

RTH

AM

ERIC

A

Increase consideration and trial among extended stay business travelers.

Capture mind share of family travelers to drive consideration and ultimately personal travel bookings.

Develop a platform for global brand growth and field support

Establish RI as the dominant extended stay brand by “acting big” in marketing efforts.

Enhance “It’s not a room. It’s a Residence.TM” ad campaign with goal of continuing to connect to extended stay travelers on an emotional level.

Focus attention on RI’s substantial number of renovated and new properties to combat the brand’s aging persona.

Create innovative PR strategies to communicate RI’s family leisure benefits/features to media & social community.

Activate relevant portfolio leisure strategy platforms to drive personal travel business, with a focus on families.

Activate high-impact internal channels (Marriot Rewards and m.com).

Develop tools to provide properties with the resources/guidance needed to activate and pull-through RI positioning and marketing efforts.

Investigate a source marketing communications strategy.

2013 RESIDENCE INNMACRO BUSINESS OBJECTIVE: Increase RevPAR Index through extended stay business.


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CHANNEL/ACCOUNTABILITY

PROGRAM/ACTIVITY METRICS

Advertising Campaign

Public Relations

Social Media

Field Marketing/Sales Support

Enhance “It’s not a room. It’s a Residence.TM” ad campaign by focusing on best performing assets and augmenting video assets to drive consideration of RI’s purpose-built benefits and improve up-to-date perception

Leverage halo openings in urban locations to position brand’s portfolio growth, highlight its updated designs and unique service culture

Generate buzz on extended stay category and establish RI as leader by combining traditional and social media outreach to business outlets , opinion leaders, and brand advocates

Expand “Residence Inn Celebrates Moms” initiative spotlighting how RI caters to families & personal travelers

Focus attention on RI’s new room design and lobby makeover to combat aging persona

Expand media efforts to include Residence Inn’s international markets that also serve as major source markets to U.S.

Focus social media strategy on developing relationships with RI’s target guests and encourage engagement

Provide relevant and compelling content, for the RI audience in social media assets

Continue development of marketing/sales tools in BrandWorks

Pull-through partnerships/promotions on-property Assist in activation of the ES Factor

Statistically significant lift in core messaging, key perception metrics, and consideration via ad tracker

Media impressions/unique visitors per month (UMVs)

Customer engagement on social media, specifically Facebook, YouTube & Twitter

BrandWorks utilization Brand Voice activation

across all touch points

NO

RTH

AM

ERIC

A

2013 RESIDENCE INN


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CHANNEL/ACCOUNTABILITY PROGRAM/ACTIVITY METRICS

NO

RTH

AM

ERIC

A

Extended Stay

Segment Marketing

Partnerships

Packages/Promotions

Continue working with the Extended Stay sales team to develop marketing programs, trade show strategies and sales initiatives to increase extended stay business

Leverage portfolio power of three MI extended stay brands to capture ES business via a cross-brand marketing strategy

Investigate a source marketing communications strategy

Participate in segment marketing efforts (e.g. multicultural, amateur sports, etc.)

Leverage cross-brand leisure sponsorships (e.g. small group such as weddings, small business, etc.)

Develop RI brand specific partnership with the American Red Cross

Utilize enterprise partnerships, where appropriate (e.g. Amex, airlines, Hertz, etc.)

Create an ES-focused, non-rate driven promo strategy utilizing Marriott Rewards and partners such as Amex

Utilize Experiences platform to develop a relevant weekend leisure/family and long term stay package strategy

Lift in awareness/consideration

Bookings/incremental revenue

Access to potential new guests

Bookings/incremental revenue


GSS increase (MBT needs) Lift in

awareness/consideration Bookings/Incremental

revenue


Bookings/Incremental revenue

2013 RESIDENCE INN


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CHANNEL/ACCOUNTABILITY PROGRAM/ACTIVITY METRICS

NO

RTH

AM

ERIC

A

eCommerceMobileHotel WebsitesM.comRetargetingPaid SearchOTA

Marriott Rewards

Mobile – create consumer validated mobile experiences to differentiate RI within the larger portfolio mobile initiative. Enhance mobile paid search.

Hotel Websites – ensure proper photography and floor plans; leverage property and brand promo messaging

M.com - update global ri.com pages and ensure they work effectively on both .com and tablet devices

Retargeting – participate in relevant retargeting efforts

Paid Search – focus on extended stay and family messaging, continue long term stay cross-brand strategy, expand mobile PPC presence, activate/test new opportunities

OTA – develop family-focused weekend leisure communications/promotion strategy utilizing the OTAs

Develop programs and communications that tap into Marriott Rewards customers with a propensity to stay on extended stay BT and family personal travel stays

Investigate leveraging high-profile openings for Elite events

Continue support of MR’s “Portfolio Reveal” campaign

Investigate utilizing Refer a Friend program for family blogger outreach efforts

Utilize targeted messaging opportunities on m.com/Marriott Rewards pages

Mobile – bookings/revenue and engagement

Hotel Websites – brand standard compliance and utilization of promotional messaging

M.com - site bookings/revenue and engagement

Retargeting - bookings/revenue

Paid Search – bookings/revenue

OTA - bookings/revenue

Engagement Lift in

awareness/consideration Bookings/incremental

revenue

2013 RESIDENCE INN

residence inn 2013 marketing plan as of 1/25/2013 2013 marriott international confidential &...

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