2011 Operations and Marketing Plans - …€¦ · 2011 Operations and Marketing Plans. 2...

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2011 Operations and Marketing Plans

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three-star, full service collection of hotels serving food

and beverage and providing banquet and meeting

space. We continue to think globally and act locally

as we add hotels in new markets and new countries.

Our global “i am” service culture, global advertising

campaign, and Wyndham Rewards loyalty program are

important initiatives we continue to improve upon.

It is also an exciting time to be part of Wyndham Hotel

Group. In 2010 the organization launched a multi-year

initiative called “Apollo” designed to transform our

reservation delivery experience to further strengthen

reservation contribution to each of you. Apollo consists

of a variety of “missions” that focus on key areas

including e-commerce, content, rate management,

distribution and more.

One of the areas of greatest impact will be an

all-new ramada.com/.ca launching later this year. To

improve our website we’re building out our technology

infrastructure, bringing in outside expertise, and

creating an entirely new website architecture that will

include industry leading search capabilities. All of this

is designed to make it easier for consumers to search,

shop and most importantly book at our hotels.

The future of Ramada Worldwide is very exciting. We

are becoming a more consistent hotel brand adding

larger hotels and more Ramada Plazas to the United

States and Canadian systems.

I hope to see you at one of our upcoming RMA meetings.

You do your thing (by getting engaged) and leave the

rest to us.

Mark F. Young CHA

Brand Senior Vice President

Ramada Worldwide Inc.

© 2011 Ramada Worldwide Inc. All rights reserved.

Welcome To Ramada’s 2011 Electronic BrochureThank you for taking the time to learn about Ramada

Worldwide. We are a global collection of nearly 900

hotels located in over 50 countries, and a proud

member of the largest hotel company in the world,

Wyndham Hotel Group.

2010 was a year of positive transition for the industry

and Ramada Worldwide. Our hotels collectively

improved performance against our competitive set,

improved customer service scores, which translated

into better RevPAR and improved hotel revenues.

In September 2010, Wyndham Hotel Group hosted

our first Global All-Brand Conference. Our Ramada

general session theme, “Imagine, 100% Engagement”,

was simple, yet powerful. Engagement on all levels

will improve Ramada Worldwide -- your engagement

with hotel guests and Ramada’s resources, as well as,

our engagement with you and your staff. We stressed

the fact through impactful examples that hotels that

engage in their business operation and our resources

perform much better than properties that are minimally

engaged. In the following brochure you will see the

vast array of resources we provide to our Ramada

properties.

We continue to execute on our five-year strategic

plan in the United States and Canada; which is to

reposition the brand portfolio to a true midscale,

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2011 Operations Plan

2011 Operations Guide

Welcome to the 2011 Ramada Worldwide Operations

Guide. The information in this guide can help you to

maximize the performance of your Ramada hotel. We

also encourage you to contact any member of the

Ramada management and support team for answers

to questions, additional information or for suggestions

and recommendations. Just as you serve your guests,

we are here to serve you.

Operations Resources

Operations Support Desk (OSD)

Consisting of a centralized team of hospitality

professionals, the Operations Support Desk (OSD) is

your primary source for information. The men and

women of the OSD will answer your questions regarding

topics such as brand initiatives, marketing resources,

quality assurance, MyPortal, billing statements, EIPP,

global sales, and a wide variety of other areas. They

also provide senior level support to handle escalated

and more complex issues that may require additional

research and follow up. The OSD representatives are

trained to deliver a high level of first call resolution

and an enhanced customer service experience.

To contact the Ramada Worldwide® Operations

Support Desk, call: (888) 575-4822 or [email protected].

Directors of Operations and Support (DOS)

The directors of operations and support (DOS) are

geographically assigned to provide onsite support

to our owners and their management teams through

scheduled visits to your hotel. Their main focus is to

drive 100% engagement in our resources and your

operation. Examples of the type of service you can

expect from your DOS include:

•Hands-onrate,inventory,revenuemanagement

strategies, and systems consultation

•Customized on-site coaching for ongoing

quality improvement and compliance with

standards

•Guidanceonhowtoparticipateinsalesand

marketing efforts, including RFP’s

•Proactively providing information on

appropriate training resources and tools

•Assistanceindevelopingyourpropertyculture

through our global customer service culture,

.

If you are unsure who your Director of Operations and

Support is or how to contact them, please refer to the

DOS Territory Map .


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Ramada Senior Leadership Team

Ramada’s senior leadership team is committed to

helping you operate a successful Ramada hotel. If, for

any reason, you wish to seek an answer to a question,

express a concern, or share an idea or suggestion,

please don’t hesitate to contact any member of the

senior leadership team.

Mark F. Young, Brand Senior Vice President(973) [email protected]

Caryl Porter, Vice President Operations(973) [email protected]

Keri Putera, Vice President, Marketing (973) [email protected]

Michael Lloyd, Senior Director ofOperations and Support (973) [email protected]

Ian Raymer, Senior Director,Operations and Support(973) [email protected]

RINA (Ramada Inns National Association

Council)

In February 1973, the Ramada Inns National

Association (RINA) was created to provide all Ramada

franchisees with an organization dedicated to working

with Ramada management to make recommendations

about marketing and operational issues, and be

involved in the future direction of the brand. Today,

that organization is headed by the RINA Executive

Committee, which includes four Ramada franchisees

from the United States and a separate Canadian

Executive Committee, also containing four elected

members, who are selected by you, the members of

RINA, along with company members.

The Executive Committee, along with the Operations

Subcommittee and Marketing Subcommittee, is

your voice on issues that affect the entire Ramada

franchisee community.

You can find additional information including the list

of executive members on My Portal>Departments>

Operations>Brand Operations .


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MyPortal

MyPortal is your primary source for Ramada Worldwide®

and Wyndham Hotel Group news, updates and

important notifications. MyPortal is the central location

for information including: property performance, STR

reports, marketing resources, Wyndham Rewards®,

brand standards, quality assurance tools, training

resources, Global Sales solutions and RFPs, strategic

sourcing (purchasing) opportunities, EIPP, company

contact information and much more.

Other MyPortal Features include:

•Action Required Alerts: Notifications of

time-sensitive material which require your

response

•Communications: Provides all memos and

e-newsletters from your Ramada Worldwide

team

•QuickTips:Ideasforoperationalimprovement

provided by Wyndham Hotel Group’s subject

matter experts on topics such as Quality

Assurance and Customer Care

•Preferred Vendors: Provides information on

vendor offerings

EIPP

EIPP is a tool designed for hotels to access and pay their

fees securely and conveniently through MyPortal.

Benefits include:

•Reportgrossroomrevenuemonthlyonline

•Viewinvoicesandstatementsonline

•Payonline

•Selectyourowninvoicestopay(assuringno

misapplications)

•Savestime

•Environmentallyfriendly(paperless)

*Please note: EIPP is only available in the U.S. at

this time. EIPP can be accessed via MyPortal>

Departments>Finance>EIPP Online Billing .


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Training – School of Hospitality Operations

The mission of the School of Hospitality Operations

(SoHo) is to develop and deliver world class, high

impact training to drive product, service, and leadership

excellence at all Ramada hotels.

The programs offered focus on five key disciplines

for successful hotel operations: Property Operations,

Customer Experience, Sales and Marketing, Financial

Management, People Leadership and Management.

Programs include:

• Orientation training: Strategic Training for

Exceptional Performance (S.T.E.P.)

•ContinuingEducation

•Distanced-basedtrainingthroughinteractive

live or recorded webinars, web-based training

and onsite training modules customizable to

your specific property needs.

•DiscountedCertifiedHospitalityAdministrator

certification and other industry certifications

Global Sales Organization

The Global Sales Organization (GSO) team consists of

more than 75 professional sales directors and agents

located around the world, dedicated to delivering

business to all Wyndham Hotel Group brands and

developing exceptional relationships with clients to

increase hotel revenue.

Global Sales directors are committed to building

relationships and revenue in the four markets below:

•Group - Meetings, Incentive, Conferences

& Exhibition (MICE), Corporate, Association,

Group Inside Sales

•CorporateTransient-BusinessTravel

•Travel Industry - Travel Management

Companies (TMC), Consortia, Leisure &

Wholesale

•SpecialtyMarket-Tour&Travel,Government,

Member Benefits, Sports, Transportation


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Global Trade Shows

On an annual basis, the Global Sales team identifies

trade shows for the various market segments they

plan to attend. Each show is strategically selected

to increase the exposure of our hotels to key clients

within the B2B segment. You have the opportunity

to partner with our GSO team at certain trade shows,

sales missions, road shows and call center blitzes.

To access the 2011 GSO Trade Show Registration

Website, visit: MyPortal > Departments > Global Sales

Organization > 2011Global Sales Trade Show Calendar

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Res Central

ResCentral is a call transfer program that allows you the

ability to forward reservation inquiries to the Ramada

central reservation office where our professional

reservation agents will assist callers.

For more information on the program, including set

up instructions and cost structure, visit My Portal >

Departments>Operations > Res Central .

Strategic Sourcing

Wyndham Worldwide’s Strategic Sourcing group

leverages the purchasing power of one of the world’s

largest hospitality companies to deliver significant

savings on higher quality products and services. Our

negotiated programs ensure brand consistency and

improve the guest experience, while helping properties

achieve a lower Total Cost of Ownership and greater

operational efficiencies. The latest information on new

suppliers, contracts, money saving offers and other

educational resources are available through MyPortal.

WynSource is Wyndham Hotel Group’s online ordering

system. It provides franchisees easy and efficient

access to approved suppliers and brand compliant

products. WynSource can be accessed through

MyPortal>Departments>Strategic Sourcing .

2011 Ramada Brand Defining Elements

Brand Standards of Operation Manual

The Ramada Worldwide Standards of Operations &

Design Manual is your primary resource for all brand

requirements. These standards define the Ramada

brand; compliance to these standards creates a

consistent experience for our valued guests.

You can find the current Brand Standards

ManualonMyPortal>Departments>Quality

Assurance>Operational Standards>Ramada

Operational Standards Manual .


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Quality AssuranceAs a result of the internet, creating a positive guest experience becomes a powerful tool in attracting new guests. To protect the value of the Ramada brand, we use three unique tools to measure service and product quality:

•PhysicalQApropertyconsultations•ElectroniccustomersurveysviaMedallia®

• Mystery Shopper inspections conducted bythe Freeman Group

Our highly trained QA consultants visit propertiesto provide overall solution-based evaluations and consultations.

We also utilize Medallia®, a well-known and respected consumer satisfaction survey tool, to assist you in identifying areas of opportunity. This tool allows you to communicate directly with your guests and recover any guests at risk.

Our Mystery Shopper program provides Ramada owners and managers first hand, consumer feedback. All areas of the guest experience from reservation through check-out are measured.

This information, coupled with Medallia® and physical evaluations, mirrors the type of feedback J.D. Power and Associates solicits and is what makes up your total QA score for your property. Collectively, thesethreeQualityAssurancemeasurementtoolsprovideablueprint for improvement and excellence.

Service Culture

The lodging industry is more competitive than ever,

giving our consumers more options and information

than before. Social network sites now make it

possible for consumers in other cities, states, or

countries to discover the essence of almost any

hotel based upon only a handful of guest reviews.

However, these sites should be considered an

opportunity, not a threat, especially for those Ramada

owners and managers who have learned the power

of .

A positive guest experience is instrumental in

attracting and retaining guests. Our service

culture succeeds in helping staff members to

understand that they are the face of Ramada®

Worldwide. clearly sets in place standards of

customer service that enable employees to live the

Ramada Worldwide vision of “being committed to

creating caring experiences - every person, every

time.”

Ramada has created online training modules to

share the spirit of with you and your staff.

This material is a helpful tool to enhance your team’s

performance by living the six commitments of our

service culture:

ReadyAnticipatingMaking a ConnectionAwareDelightfulAppreciative

Training your staff on the service culture

is now a brand standard. All employees need to

complete these seven training modules which

can be found on MyPortal .


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Flat Screen TV’s

Initially announced in 2008 as an initiative to keep the

Ramada brand contemporary and competitive, we’ve

updated the brand standard for televisions. By December

31, 2011, all guest rooms must be minimally equipped

with 32 inch flat panel HD commercial televisions that

are pro-idiom upgradeable. Please be sure to adhere

to the standards found in the Brand Standards Manual

to continue to meet consumer expectations and to

avoidQApenalties.Asafurtherincentive,Wyndham

Worldwide has negotiated competitive pricing for these

televisions. For more information on this offer, please

visit MyPortal>Departments>Strategic Sourcing .

The Ramada Bed Experience

The most important element in a guest room is the

bed. In both appearance and comfort, the bed is what

makes the first and most important impression on

your guests. In order to ensure our guests receive a

soothing, comforting, and consistent sleep experience,

we’ve implemented standards surrounding the

mattress, box spring, and bed topping.

In addition to the comfort of the bed, its appearance is

just as important to establish a good first impression.

Upon entering the room, the bed topping should

immediately convey feelings of comfort, cleanliness,

and quality. To achieve this feeling, we’ve rolled out a

bed topping standard to ensure all of our beds are not

only comfortable but also appealing and inviting.

For more details on bed specifications and supplier

information, please refer to the Brand Standards

Manual available on MyPortal>Departments>Quality

Assurance> Operational Standards>Ramada



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The Ramada Bath Experience

In addition to the sleeping experience, the guest bath

area is also critical to making a good impression on

your guests. Bathroom areas must be attractive, clean,

well-maintained, safe, and fully supplied in order to

meet guest expectations.

To enhance the guest experience, Ramada bathrooms

are stocked with San Francisco Soap Company bath

amenities. This exclusive line consists of scented

soaps, shampoos, conditioners, and lotions made to

help guests relax and rewind.

Other details that separate our guest bathroom from

our competitors include features such as:

•Acurvedshowerrodswith6”bow

•Ahooklessshowercurtainwithwindow

•Multifunctionshowerheads

•Topqualityterryproducts

For a complete details and specifications regarding

the guest bathroom are listed in the brand standards

manual found on MyPortal>Departments>Quality

Assurance>Operational Standards> Ramada


Wyndham Green

At Ramada, we recognize that going green is essential

to our future, and when it comes to conserving natural

resources, every little bit helps! In 2011, we will

continue to focus on new ways reduce energy and

waste, without sacrificing guest comfort.

Ramada’s green program focuses on four

environmentally friendly initiatives:

•LinenandTowelRe-Use

•Re-lightingwithCFLbulbs

•Eco-friendlyRipple™Cups

•Eco-friendlyMultifunctionshowerheads (2.5

gallons per minute)

In 2011, Wyndham Hotel Group is looking to introduce

Portfolio Manager. Portfolio Manager, a proven Energy

Star offering, is an interactive energy management tool

that allows you to track and assess energy and water

consumption across your entire portfolio of buildings in

a secure online environment. As the data is collected,

you are able to use the resulting information to help

improve your hotel’s overall energy performance,

which could ultimately lead to a reduction of energy

costs.

For more details on both Ramada’s green program and

Energy Star’s Portfolio Manager, please visit MyPortal

> Departments > Operations > Wyndham Green .


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2011 “Hotel of the Year” Awards

Congratulations to the Ramada “Best of 2011” award recipients

who were honored during the 2011 Spring RMA meetings.

Each year, Ramada honors the top five percent of our hotels in the United

States and Canada who exceed in customer service, quality assurance, and

performance. These properties are committed to the “iam” service culture

and our brand’s philosophy of “You Do Your Thing, Leave the Rest to Us®”.

We are extremely proud of their achievement and their tireless efforts in

providing each and every guest with exceptional customer service and high

quality accommodations.

2011 Hotel of the Year Award Winners

#18182 Ramada Brooks Brooks AB

#15430 Ramada Camrose Camrose AB

#15428 Ramada Inn & Suites Drumheller Drumheller AB

#14360 Ramada Edmonton International Airport Leduc AB

#18180 Ramada Pincher Creek Pincher Creek AB

#14252 Ramada Plaza Hotel Anaheim Anaheim CA

#641 Ramada Chatsworth Chatsworth CA

#956 Ramada Conference Center San Diego/

Kearney Mesa San Diego CA

#20803 Ramada Limited Santa Barbara Santa Barbara CA

#1704 Ramada Old Town Temecula Temecula CA

#575 Ramada Grand Junction Grand Junction CO

#30956 Ramada of Naples Naples FL

#17599 Ramada Tropics Resort/Conference Center

Des Moines Des Moines IA

#1040 Ramada Convention Center Downtown

Topeka Topeka KS

#2956 Ramada Limited Ashland/Catlettsburg Catlettsburg KY

#15501 Ramada Louisville East Shelbyville KY

#14651 Ramada Sparta Sparta KY

#12538 Ramada Plaza Hotel-The Inn on Bourbon New Orleans LA

#15123 Ramada Perryville Perryville MD

#12405 Ramada Inn & Suites Saginaw Saginaw MI

#32359 Ramada Oasis Convention Center Springfield MO

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2011 Hotel of the Year Award Winners

#18182 Ramada Brooks Brooks AB

#15430 Ramada Camrose Camrose AB

#15428 Ramada Inn & Suites Drumheller Drumheller AB

#14360 Ramada Edmonton International Airport Leduc AB

#18180 Ramada Pincher Creek Pincher Creek AB

#14252 Ramada Plaza Hotel Anaheim Anaheim CA

#641 Ramada Chatsworth Chatsworth CA

#956 Ramada Conference Center San Diego/

Kearney Mesa San Diego CA

#20803 Ramada Limited Santa Barbara Santa Barbara CA

#1704 Ramada Old Town Temecula Temecula CA

#575 Ramada Grand Junction Grand Junction CO

#30956 Ramada of Naples Naples FL

#17599 Ramada Tropics Resort/Conference Center

Des Moines Des Moines IA

#1040 Ramada Convention Center Downtown

Topeka Topeka KS

#2956 Ramada Limited Ashland/Catlettsburg Catlettsburg KY

#15501 Ramada Louisville East Shelbyville KY

#14651 Ramada Sparta Sparta KY

#12538 Ramada Plaza Hotel-The Inn on Bourbon New Orleans LA

#15123 Ramada Perryville Perryville MD

#12405 Ramada Inn & Suites Saginaw Saginaw MI

#32359 Ramada Oasis Convention Center Springfield MO

#14356 Ramada Plaza Crystal Palace Hotel Moncton NB

#7990 Ramada Copper Queen Casino Ely NV

#111 Ramada Syracuse Syracuse NY

#7794 Ramada Limited Maggie Valley Maggie Valley NC

#689 Ramada Raleigh-Blue Ridge Raleigh NC

#7922 Ramada Limited Suites Bismark Bismark ND

#2266 Ramada Plaza Suites and Conference Center Fargo ND

#518 Ramada Enid Enid OK

#18170 Ramada Weyburn Weyburn SK

#12126 Ramada Rapid City West Rapid City SD

#7957 Ramada Hotel & Suites Sioux Falls Airport Sioux Falls SD

#23268 Ramada Moses Lake Moses Lake WA

#30856 Ramada Olympia Olympia WA

#2325 Ramada Wisconsin Dells Wisconsin Dells WI

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Brand Rate Strategies

In 2011, we’re promoting three exciting rate offers

designed to generate additional bookings and increase

both length of stay and lead time.

Save 20% When You Stay 3 Nights or More

Consumers that book a stay for at least 3 consecutive nights will receive a 20% discount off our Best Available Rate at participating hotels. This has been our most successful promotion to date, generating thousands of incremental bookings in 2010. We are excited to continue offering “Stay 3, Save 20%” throughout the entire year in 2011, and will be promoting this offer extensively through all our marketing efforts.

Advanced Purchase Rate: Book 21 Days in Advance, Save 20%From June 30, 2011 through December 31, 2012, guests who

book their stay at least 21 days in advance will receive 20% off our Best Available Rate at participating hotels in the Americas. This rate strategy continues to encourage consumers to book ahead, an effective way

to stay competitive while increasing our lead times.

U.S. and Canada Marketing PlansIn 2011, as the travel market slowly recovers,

consumers are more educated than ever to search for the best value for their hotel needs. It’s the right time to invest not only in retaining current guests, but also in aggressively promoting Ramada to gain share in the midscale segment.

We are continuing to expand the reach and depth of our “You do your thing, leave the rest to us.®” campaign.

Our TV, online, email, print, sponsorships, radio and social media campaigns continue to promote Ramada as the solution for harried travelers, by focusing our message on the travel experience and the value of our brand.

In the following pages, you will find an overview of the marketing initiatives Ramada Worldwide is implementing to support your hotel’s objectives in

2011.


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Affiliate Program

Our affiliate program continues to grow and generate additional bookings. We currently have a network of over 270 websites that promote Ramada hotels, directing consumers to our brand website. Top affiliate performers include: couponcabin.com, couponcraze.com, fatwallet.com, ebates.com and shopathome.com.

Opaque Package Promotion “SDO”By testing the “Opaque Package Promotion” for 16weeks in 2010, we discovered that we could capture market share of non-brand loyal consumers within the package path of our Online Travel Agent (OTA) partners. Due to these results, we ran this promotion again from February 11th through May 25, 2011. This 55% discount required a minimum 3 night stay (including airfare) and was only offered through our

OTA partners.

Online StrategiesPaid Search

In 2011, we are purchasing keywords on top search engines including Google, Yahoo, Bing and Worldweb throughout the course of the year. Our focus is to support each individual property by including keywords with the Ramada brand name, as well as keywords with regional and seasonal terms. While our national campaign focuses on using our brand name, the regional campaign invests in unbranded regional and point of interest terms to gain share among consumers.

Ramada.com and Ramada.caIn 2011, we will launch new websites with the goal of offering an optimal shopping and booking experience to our consumers. All improvements will reflect consumer insights we have uncovered during extensive research on what online shoppers look for and want in a hotel website. Through enhanced functionality and relevant content, we want to encourage our guests to return and book with us, every time.

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Mobile Web Site

In 2011, we expect an increase in the number of

consumers utilizing their mobile devices to research

and book travel. We’ll continue to enhance our Ramada

mobile website, and drive visits through our paid

search campaign.


Twitter and Facebook are an ideal way to reach

consumers with last-minute offers and information

about our hotels, as well as to hear what our guests

have to say about us.

Youtube and Flickr allow us to post videos and images

of our hotels. These images can then come up in search

results when people search for hotels in a certain area,

increasing our visibility to travelers shopping online.

Social media

In 2010, we launched our social media strategy. On

Twitter, YouTube, Flickr and Facebook, we made new

friends and also reconnected with old ones!

Email Campaign

Over 600,000 consumers in the U.S. and Canada

receive our offers via email. Email is one of the most

cost effective ways to reach consumers and generate

direct revenue, and we will continue to test new

features and enhance the performance of our email

campaign in 2011.

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These television campaigns continue to explore the

breadth of our current “You Do Your Thing, Leave the

Rest to Us®” creative, which focuses on the quirky

nature of the harried traveler and the overall travel

experience. Each commercial features a fun “surprise

and reveal” twist to engage our viewers and to integrate

the type of humor intrinsic to our brand’s personality.

In addition, we’ve introduced two new commercials

this year.

The US television campaign ran for seven alternate

weeks from mid-May through July, estimating a total

of 225 million impressions. To efficiently tap into our

target market, we selected a variety of cable networks

that alight with the interests and lifestyles of our target

audience. These networks included:

In addition, we received ten free spots on CBS and the

Golf Channel during the networks’ promotion of the

Wyndham Championship, airing in January, February

and August.

Video On Demand (VOD)

This year, we also tested Video on

Demand advertising for the first

time, expanding our television

campaign through new consumer

touch points. Video on Demand is a growing trend

that is expected to be available in almost half of US

households by the end of 2011. Video on Demand is

unique by allowing consumers the ability to watch

movies and TV programs whenever they choose, and

a variety of shows are available for free! In addition,


Join us!

Follow us online to receive updates and stay in touch:

facebook.com/ramada

twitter.com/ramadaworldwide

youtube.com/ramadaworldwide

flickr.com/photos/ramadaworldwide

Participate! We welcome your suggestions for content.

We also encourage you to submit special packages,

photos, events at your hotel, and videos to be promoted

through our social media sites.

Television

Cable Television (DRTV)

When marketers coordinate their TV

campaigns with online marketing

programs, studies show that television can influence up

to 40% of searches for a brand. As a result, we continue

to utilize television to maintain brand awareness and

drive direct bookings to Ramada.com/.ca through our

Direct Response Television (DRTV) campaign in the

U.S. We will also appear on conventional and specialty

channels in Canada throughout the entire year.

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US Airline Media Campaign

This July, Ramada reached out to travelers and frequent flyers nationwide through our airline media campaign. The campaign consisted of two components: a radio interview and a television

commercial, each providing us with the opportunity to reach a captive audience of travelers, generate national brand awareness, and drive bookings to our direct brand channels.

The radio interview was delivered by Ramada Worldwide Brand Senior Vice President, Mark Young and aired exclusively on US Airways “Business and Technology Report” in-flight radio channel on flights throughout July. The radio program is estimated to reach over 1.2 million listeners, and was promoted in approximately 600,000USAirwaysin-flightmagazines.

Won’t be flying US Airways this July? You can also listen to the re-broadcast in November and December on both American Airlines and Delta flights. Each airline isestimatedtoyieldanadditional65,000impressionsper month.

In addition to the radio interview, a fifteen second Ramada commercial was broadcast on the CNN Airport Network at 44 of the busiest airports across the US appearing at over 2,000 gates. The Ramada commercial ran during prime time (5-8pm) from July 11th through July 14. The CNN Airport Network captures anestimated16millionimpressionsmonthly,withanaverage viewer watch time of 20 minutes. Moreover, the network reports an audience of nearly 77% frequent flyers that average 13 trips per year, allowing us to target a core group of potential consumers.


Print

In 2011, we are promoting Ramada in business

trade directories such as the Canadian Professional

Sales Association, NorthWest Commercial Travelers

Association, and the Conventions and Meetings Canada

Directory. Several full page ads will also be included in

the Travelweek Bulletin from February to November.

it allows Ramada to be the sole advertiser during our

scheduled times and does not allow consumers to fast

forward through our commercials.

Our VOD campaign ran for five consecutive weeks

beginning May 4, linking Ramada to NBC Universal

(NBCU) through popular networks such as NBC, Bravo,

USA, Syfy, and Oxygen. The plan was guaranteed

to deliver over 1.38 million impressions; however,

the campaign substantially exceeded expectations,

delivering over 3.4 million impressions. The data

collected from this test will be analyzed for potential

campaigns in the future.

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2011 GBTA International Convention & Exposition

We will continue to promote Ramada at the 2011 GBTA

International Convention and Exposition corporate

travel show. More details coming soon!

Date: August 21-24, 2011

Denver, CO

Wyndham Rewards Initiative®

The Wyndham Rewards® program is the largest

loyalty program in the lodging industry. Our Ramada

travel rewards program lets guests earn points for

qualifyingstaysatover6,500WyndhamHotelGroup

properties around the world. Points can be redeemed

for free nights, gift cards, vacations, airline miles or

rail points.

Wyndham Rewards® has a brand new look and feel,

with an updated logo and tagline. It has a memorable

style, distinct voice and ownable look to make it stand

out from other hotel loyalty programs. Consumer

research tells us that attainability of rewards is a critical

factor of member engagement. As the program with

the most locations, we make it easy for our members

to get rewards. So we’ve made this essential benefit

the main focus of our new creative and tagline.

In 2011, Wyndham Rewards® is launching seasonal

consumer promotions to acquire new members and

strengthen the reach of the program. The program

will also feature Ramada hotels and brand promotions

in its direct mail, ads, consumer emails, and

wyndhamrewards.com website reaching millions of

potential guests.

Travel Trade

As business travel recovers in North America, we

continue to invest in our relationships with travel agents

to generate new business for Ramada Worldwide.

In 2011, we will attend all the key travel shows in

North America and abroad, as well as promoting

Ramada hotels to meeting planners on sites such as

www.wyndhamedirectory.com, StarCite and Cvent.

Ramada® Worldwide Specialist Rewards Program

Our incentive program for travel agents continues to

provide valuable information about the brand through

a three-part educational seminar. Once graduated,

travel agents are enrolled in the Ramada® Worldwide

Specialist Rewards Program, and receive incentives for

booking Ramada properties. In addition to promoting

the program on ramada.com, we will also generate

awareness of the program through banner ads on

travelpulse.com, and recruitment emails to a database

of over 45,000 travel agents.

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On-Property Wyndham Rewards®

Program Materials

New property kits to promote Wyndham Rewards have

been mailed to all hotels, which include:

•Acrylicstandwithinsert

•Take-onebrochures

•Changematwithprograminsert

Optional materials: You can also order additional

materials through marketramada.com. These are free

of charge, so your hotel needs to pay only for shipping/

handling.

•Elevatorposter

•Mousepads(foruseinbusinesscenters)

•LobbybannerWyndham Rewards® 2011 Spring Promotion

Our new “4x Points or Miles” promotion began

February 3rd and ran through April 30, 2011. This offer

was promoted through all Wyndham Rewards and

brand communications (email and web), airline partner

channels, print ads in InsideFlyer magazine, as well as,

PR efforts. PLUS, registered members who used their

Wyndham Rewards Visa® card to purchase their 2nd,

3rd, or 4th qualified stays, earned an additional 1,000

points for these stays.

Ramada will continue to feature the Wyndham

Rewards® program and seasonal promotions on

ramada.com/.ca, property materials, print ads, online

ads, and consumer emails.

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Wyndham Rewards “Why I Deserve a

Summer Vacation” Promotion

This Summer, Wyndham Rewards®

launched the “Why I Deserve a Summer

Vacation!” contest, in which travelers had the opportunity

to vie for a Grand Prize package by convincing us they

deserve a summer getaway with a photo submission.

The contest not only engaged consumers to consider

their travel plans for this summer, but also generated

awareness of the Wyndham Rewards program and

each of the participating hotel brands. This exciting

and engaging promotion was supported through an

online media plan as well as Wyndham Rewards and

hotel brand channels.

Wyndham Rewards Discover

America Getaway Promotion

For the second year in a row,

Wyndham Rewards participated in

the U.S. Travel Association’s “Discover America® Daily

Getaways” promotion. This unique promotion allowed

guests the chance to purchase hotel night packages at

deeply discounted rates to stimulate summer travel.

Sponsored by American Express®, the promotion

featured offers from leading travel companies,

including Wyndham Hotel Group. Beginning May 4,

therewereatotalof1,698WHGpackagesthatwere

offered, including 400 Ramada packages, featured on

www.DailyGetaways.com.

This promotion generated significant exposure through

a variety of channels including American Express®

Cardmember communications, online media and an

April 12th USA Today Ad. All of the Wyndham Hotel

Group properties, including the Ramada packages, sold

out within 32 minutes with inventory being “locked up”

in the first 2 minutes of sales opening—a new record

in the U.S. Travel Association’s history of promotions!

United Airlines “Double Mileage

Plus®” Promotion

This summer, Ramada has been

featured in a free partnership

opportunity with United Airlines

presented by Wyndham Rewards. From June 15

through August 31, Wyndham Rewards members can

earn DOUBLE United Mileage Plus miles for any stay

at a Ramada hotel. In conjunction with the offer, we

are promoting our Stay 3, Save 20% offer as a further

incentive to book Ramada.


21


Property Level Marketing Support

A variety of resources such as brand graphics,

logos, and collateral guidelines are available to help

you promote your Ramada hotel. All resources are

accessible through MyPortal.

At brandramada.com you can find Ramada brand

graphic guidelines including instructions on how

to utilize the brand’s logo and colors, templates for

collateral and stationery that you can forward to your

printer, and much more.

Our marketramada.com, is a one-stop shop for Ramada

brand materials ready to be customized for your

property. This is where you can find materials such as

guest room and front desk supplies, stationery, sales

materials and billboards.

The primary objective of this promotion is to encourage

Wyndham Rewards members to book direct with

Ramada during the summer travel season. The offer will

be promoted through a variety of channels including

United Airlines communications, Wyndham Rewards &

Ramada emails, as well as our social media channels,

including Facebook & Twitter.

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Regional MarketingRamada Management Association

The Ramada Management Association (RMA) began

35 years ago and is an integral part of Ramada’s

marketing efforts. With the assistance of appointed

board members who represent the hotels within each

region, the RMA develops marketing initiatives tailored

to each region.

Our regional marketing efforts help to increase market

penetration at the local level by reinforcing the brand’s

positioning.

Membership is mandatory and the fees are collected

by the end of December for the following year.

Photography Initiative

Our brand photography initiative has the ultimate goal

of ensuring each Ramada hotel is presented at its best

on ramada.com/.ca, as well as third-party websites

such as Expedia and Travelocity. Our research shows

that quality photographs greatly help drive bookings

when consumers are shopping online for a hotel room.

Each Ramada hotel entering our system will continue

to work with our approved photography supplier, VRX,

to develop high-quality photographs for the property.

Wyndham Hotel Group Image Library

This online tool provides you with easy and efficient

access to brand logos and all digital property

photographs of your hotel. Photos from this site are

pulled directly from VRX, the Wyndham Hotel Group

approved photography vendor, and can be e-mailed to

vendors, downloaded or copied to a disk. The site can

be accessed from marketramada.com. Once you login,

simply click on Files>Image Library to access detailed

instructions on using the site and the image files.

23

In addition to search engines, we allocate online dollars to state specific campaigns to provide premium listings for each property at the state level. Listed below are just a few of the state websites that help promote our hotels:

•colorado.com•visitindiana.com•ohiomag.com•go-arizona.com•oregon.com•nmlodging.org•experiencewa.com

Regional Websites:We continue to manage regional websites in an effort to increase bookings and room reservations through unbranded organic search and increase keyword rankings for regional long-tail terms in an effort to boost targeted traffic to our brand website.

Below are the current regional websites:

•ramadaflorida.com•ramadagulfcoast.com•ramadasoutheast.com•ramadamidatlantic.com•ramadabluegrass.com•ramadanortheast.com•ramadapacific.com•ramadabass.com


United States Regional Marketing InitiativesOnlineThe majority of regional marketing dollars are focused on online marketing efforts, promoting non-branded keywords, as well as points of interest for each hotel through a paid search campaign on Google, Bing and Yahoo. Dollars are also allocated toward Google maps.

In addition, we purchase property level text links and check rates for each hotel on TripAdvisor. This provides opportunities for consumers to be directed to the brand website and bypass the OTA’s. Through Kayak, we are running sponsored links, hotel search placement and deals, providing each hotel increased exposure and another opportunity to bypass the OTAs. In all regional campaigns, we deep link each term or phrase to each hotel’s property page, instead of the ramada.com home page to increase conversion rates.

•travelmichigan.org•visitcalifornia.com•exploreminnesota.com•texaslodging.com•utah.com•wisconsinlodging.com

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Sponsorships

We are entering our fifth year of our sponsorship with B.A.S.S. B.A.S.S. has over 535,000 members throughout the country, annually sanctioning more than 20,000 events through BASS Federation Nation. Ramada is also a proud sponsor to Jan Heavener, professional angler of the Women’s BASS Tour.

Supported by the RMA for the last four years, national marketing is covering over half the cost of this sponsorship in 2011. In addition to B.A.S.S, the Mid-Atlantic RMA also sponsors the CAA – Colonial Athletic Association.

Both sponsorships provide our brand a tremendous amount of exposure as well as the opportunity to be associated with well-recognized organizations. Some of the marketing components of each sponsorship include print, online advertising, TV and at-tournament signage.

In addition, we also focus on opportunities through social media where we receive periodic mentions throughout the year on both sponsor’s Facebook pages.

Plus, members of these organizations receive a special discount of 20% when booking through Ramada.com.

The Bassmaster Classic

This past February, Ramada

Senior Vice President Mark Young

represented the brand at the

Bassmaster Classic held in New

Orleans, Louisiana. This year was the largest B.A.S.S.

Expo to date with 250,000 square feet. The event

helped to attract over 16 million page views on the

Bassmaster.com website and over 130,000 hours of

consumed live streamed content. Ramada had its

own online coverage from this event, including an

interview with Mark Young, Brand Senior Vice President

of Ramada Worldwide and Jan Heavener, our Ramada

sponsored female angler.

The Bassmaster Classic had over 55,000 people in

attendance which provided us the opportunity to

promote Ramada and the 20% special rate offer we

provide exclusively to B.A.S.S. Members. In addition,

we created the following video so we could showcase

some of our hotels in the Ramada system.

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Ramada ‘BUGS’

To maximize our overall advertising

efforts, TV and online interactive

ads were developed to increase

visibility and maintain campaign continuity and

consistency. Using unique, eye-catching units with

Ramada ‘bugs’, we’ve created a cohesive brand

campaign with specialty television stations (Food, HGTV

and Showcase) and their affiliated online properties

fromApril4toMay16.TVbugsranduringsomehigh

profile programming such as House Hunters, Property

Virgins, Iron Chef, Restaurant Makeover, Diners,

Drive-Ins, and Dives, while online bugs drove traffic

to ramada.ca. The campaign delivered over 441,000

combined online and TV impressions and a click

through rate of .79%.

Colonial Athletic Association

Sponsorship (CAA)

The Ramada Mid Atlantic Regional

Marketing Association (RMA) is sponsoring the Colonial

Athletic Association (CAA) for the fourth year in a row.

The CAA is a mid-level NCAA Division I college athletic

conference headquartered in Richmond, VA. The

sponsorship includes all major sports including: Men’s

& Women’s basketball, football, baseball, softball,

soccer, golf, track & field and other Olympic sports.

This sponsorship provides Ramada with high

impression advertising opportunities and recognition

through a variety of media channels including: TV,

radio, print, event, email & online at the CAA official

website. There are twelve full CAA member schools

including prominent members such as George Mason

University, James Madison University, William &

Mary, Old Dominion University and the University of

Delaware.

Canada Regional Marketing Initiatives

Television

The television campaign began in

January and is running for 45 weeks

through November 30. Two flights

of conventional TV stations in the Spring and Fall (CTV,

Global, CHCH & SunTV) in BC, Alberta, Saskatchewan,

Ontario and Atlantic Canada complement the

continuous schedule of paid specialty stations.

Specialty stations include Sportsnet, TSN, Discovery

Channel, The Weather Network, CBC News Network as

well as digital stations Travel & Escape, Golf Channel

and NBA TV. The TV campaign is expected to deliver

200 million impressions.

Online

Paid search is our foremost revenue generator, and will

be a priority for 2011 Regional Marketing. Focusing on

our need for consistent online presence with Google,

Bing and Worldweb, a full list of keywords including

brand, generic and points of interests will run for the

full year. The combination of national and regional

keywords will ensure maximum benefit.

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Globe & Mail Website

From April 28 through May

8, Ramada participated in an

exclusive advertising takeover

of the Royal Wedding section of the Canadian news

website TheGlobeandMail.com. The Royal Wedding

sponsorship was estimated to receive approximately

2 million impressions in total; however, the actual

resultswereextraordinary,resultinginover2.6million

impressions--a 134% return on investment!

Radio

Our radio sponsorship provides the benefits of reaching

a traveling audience in some of the smaller markets.

Thirty second spots air during WHL/AHL games

throughout Western Canada. The full hockey season

and all possible teams have been included.

Display Advertising and Text Links

The Ramada Canada summer display

campaign will run from June 15

through August 30. The integrated

campaign includes banner advertising, custom built

ads and text links targeting ‘travel’ engaged users.

We are utilizing several networks that focus on travel

related websites such as Air Canada Vacations, Epic

Ski, and Readers Digest Travel Section. The interactive

ads include videos featuring Ramada television

commercials, social networking and property listings,

engaging users with the Ramada brand experience. In

addition, TripAdvisor text links for the ‘Check Rates’

feature are also running simultaneously to drive traffic

and increase conversion on ramada.ca.

Online

Paid search is our foremost revenue generator, and is a

priority for 2011 Regional Marketing. Focusing on our

need for consistent online presence with Google, Bing

and Worldweb, a full list of keywords including brand,

generic and points of interests will run for the full year.

The combination of national and regional keywords

will ensure maximum benefit.

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Print

The Canadian Oilfield Service and Supply Directory

(COSSD) is the most widely used industry directory for

Canada’s oil and gas industry. This year, a full-page

ad in the COSSD will highlight all Western Canada

properties. Additionally, each property will be listed on

the COSSD website.

Consumer Engagement & Sponsorships

Ramada Canada will further pursue opportunities with

high profile sports franchises (i.e. NHL, World Series)

or team (i.e. Blue Jays) and create specific promotions

that will include both offline and online components to

maximize our brand exposure.


Regional Marketing - U.S. and CanadaGPS Navigation Advertising

We are continuing to promote our hotels through

GPSsystemsthroughNAVTEQ.NAVTEQistheleading

content provider for GPS systems including Garmin

and 98% of all in-car navigation systems. We are also

expanding this medium as we begin to work with Tele

Atlas, another content provider of navigation systems.

Canada Travel TradeTravelweek Bulletin-Editorial

Content

On March 10, Ramada was featured in Travelweek

Bulletin in the Hotels & Resorts issue. The article

highlighted new locations opened in 2010, our Stay 3

Nights, Save 20% rate offer, and the Wyndham Rewards

Spring Promotion. Travelweek (with a circulation of

over 17,000) is 4 times more likely to be the preferred

choice for Canadian travel agents.

28


JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

4 11 18 25 1 8 15 22 29 3 10 17 24 31 7 14 21 28 5 12 19 26

2011 U.S. and Canada Marketing Calendar

3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 5 12 19 26

TV

Cable: Entertainment, News and Sports (U.S.)

Video On Demand Campaign (U.S.)

Conventional & Paid Specialty (Canada)

Wyndham Championship Insertions (10 units)

BASS Events

Colonial Athletic Association (CAA) insertions

CNN Airport Network Commercial

Fall Satellite Media Tour

PRINT

State Guides (U.S.)

US Airways In-Flight Magazine

Saltscapes Food & Travel Guide (Canada)

Business Trade Directories (Canada)

Railway Children Program Guide (Canada)

RADIO

WHL Hockey (Canada)

US Airways In-Flight Radio Interview

American Airlines In-Flight Radio Interview

Delta In-Flight Radio Interview

ONLINE

Paid Search - National branded terms (U.S.)

Paid Search - Regional Non-branded terms (U.S.)

Retargeting campaign (U.S.)

Display Media: Trip Advisor / Kayak (U.S.)

Affiliate program through Commission Junction

Regional Websites

Multiple State Campaigns (U.S.)

Paid Search & Display National & Regional (Canada)

CONSUMER EMAILS

Ramada brand emails

MOBILE/GPS

NAVTEQ - Direct Access

RATE STRATEGIES

Stay 3, Save 20%

Book 21 Days in Advance, Save 20%

PROMOTIONS

SDO - Opaque Package Promotion

Wyndham Rewards Spring Promotion

Wyndham Rewards Summer Promotion

Wyndham Rewards Fall Promotion

United Airlines Double Miles Promotion

SPONSORSHIPS

GBTA

BASS (U.S.)

CAA Sponsorship (U.S.)

'Bugs' Specialty Stations Sponsorship (Canada)

Sports Sponsorships (Canada)

Agribition (Canada)

SOCIAL MEDIA

Facebook, Twitter, Flickr, YouTube

TRAVEL TRADE

Ramada Specialist Program

Specialist Newsletter for Travel Agents

Specialist Recruitment Email

Banner add on travelpulse.com

Feature on travelpulse.com

Travel Agent Academy Newsletter

Travelweek Bulletin (Canada)

PROPERTY LEVEL MARKETING TOOLS

brandramada.com and marketramada.com

Wyndham Images on Demand

iBrochure

29

Fall 2011 RMA ScheduleSave the Date!

Michele CoutureDirector, Regional Marketing – Canada(416) [email protected]

RMAs ACRMA, ECRMA, WCRMA

Daniel MurphyDirector, Regional Marketing – East(757) 460-9461 [email protected]

RMAs Florida, Gulf Coast, Mid-Atlantic, Northeast, Southeast, TN/KY

Kristie CainDirector, Regional Marketing – West(203) [email protected]

RMAs Great Lakes, Mid America, North Central, Pacific, Rocky Mountain, TX/OK

For more information, contact:

Date RMA Region Location

September 7-8 TN/KY Ramada Plaza Hotel – Louisville, KYSeptember 13-14 Gulf Coast Ramada Plaza Hotel “Inn on Bourbon” – New Orleans, LASeptember 20-21 Canada Annual Meeting Ramada Lodge Hotel – Kelowna, BC September 22-23 WCRMA Ramada Lodge Hotel – Kelowna, BCOctober 4-5 Pacific Ramada Plaza Hotel – Anaheim, CAOctober 10-11 North Central Ramada Plaza Hotel & Suites – Fargo, NDOctober 13-14 Great Lakes Wyndham Playhouse Square – Cleveland, OHOctober 17-18 ACRMA Ramada – Fredericton, NBOctober 20-21 Southeast Wingate by Wyndham – Charlotte, NCOctober 24-25 Rocky Mountain Ramada Limited – Salt Lake City, UT October 27-28 Mid America Ramada Conference Center – Kansas City, MOOctober 31-Nov 1 Florida Ramada Westshore Tampa Airport – Tampa, FLNovember 3-4 ECRMA Ramada Inn & Conference Centre – Cornwall, ONNovember 7-8 Mid-Atlantic Ramada Plaza Hotel – Hagerstown, MDNovember 10-11 Northeast Ramada Plaza New Yorker Hotel – New York City, NYNovember 16-17 TX/OK Ramada Hotel & Conference Center – Dallas, TX

Fargo, ND New Orleans, LA

©2011 Ramada Worldwide Inc.

We are happy to announce the 2011 fall RMA schedule. These meetings will provide operational and brand updates as well as focus on new Regional Marketing plans for 2012. We are also planning another fantastic training program. More details on the training component will be coming soon. Best of all, these meetings provide a great opportunity to network with fellow Ramada hoteliers and members of the Ramada Corporate staff. So please mark your calendar, as we look forward to seeing you at one of our fall RMA meetings.


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Directors of Operations & SupportRegional Coverage Map

WA OR

CA

HI

NV ID

MT WY

UT CO KS

OK MO AR

LA MS AL GA

FL

TN KY VA MD

DE WV NC

SC

TX NM AZ

NE IA SD ND

MN WI

MI IL IN OH PA NJ

NY ME

MA CT

VT NH RI

BC AB

SK MB

ON QC

NL

NB

NS

PEI

AK

CA

NL

Michael LloydSenior DirectorOffice: 973-753-8150Cell: [email protected]

Diane WamboltCell: [email protected]

Ed VlnickaCell: [email protected]

Camie GundersonCell: 319-230-1007 [email protected]

Mark MalyCell: [email protected]

TBD

Stephen HopkinsCell: [email protected]

Ian RaymerSenior DirectorOffice: 973-753-8203Cell: [email protected]

Titus WolfCell: [email protected]

Sean MarchessaultCell: [email protected]

Tim GlackinCell: [email protected]

Melissa BreakwellCell: [email protected]

Lina RamirezCell: [email protected]

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Daniel Murphy

Ramada RMA Regions

WA

OR

MT

ID

WY

SD

NE

KS

OK

TX

NM

CO

AZ

UT

NV

CA

ND

MN

IA

WI

MI

IL INOH

WV

PA

VA

KY

TN

FL

NC

GA

SC

ALMS

NY

ME

VT

MA

NH

CT

NJMD

RI

DE

MO

AR

LA

AK

HI

BRITISHCOLUMBIA ALBERTA

SASKATCHEWAN

MANITOBA

ONTARIO

QUEBEC

YUKON

NEW BRUNSWICK

NOVA SCOTIA

LABRADOR

PEI

NEWFOUNDLAND

NORTHWESTTERRITORIES

Director, Regional Marketing - East

Director, Regional Marketing - Canada

P 757-460-9461F [email protected]

P 416-591-0379F [email protected]

Michele Couture

Pacific

Rocky Mountain

North Central

Gulf Coast

Northeast

Southeast

WCRMA

ECRMA

ACRMA

Mid-Atlantic

Florida

TN/KY

Great Lakes

Mid-America

TX/OK

Kristie CainDirector, Regional Marketing - West

P [email protected]

© 2011 Ramada Worldwide, Inc. All rights reserved. All Ramada® hotels are independently owned and operated except for certain international Ramada hotels which are managed through a joint venture partner.

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