2011 Resident Inn Marketing Plan

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2011 marketing planas of May 12, 2011


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Suite Kids Vacations (Source: Dec. 2009Mid-Tier Weekend/Leisure Segmentation Study)

A short-stay family vacation, with parents and

children, especially children age 5 to 12, but

also including infants, toddlers and teens.

Lodging choice is driven by family-related

needsa safe location, with room for all and

activities for children: a room that can sleep at

least 3 people and functions like home with a

suite and/or mini or full kitchen. Dcor and

atmosphere have little bearing on hotel choice.

As the location is suburban or sometimes just

off the highway, the family drives to the hotel.

Trip Profile:

54% family vacation 87% Suburb or highway 87% Travel by car 81% Kids 5-12 years

Competitive increase in ad spend putting RI

at risk in awareness, consideration & tripshare.

Significant increase in purpose built supplycausing market share erosion threat,especially when backed by strong portfolios.

Opportunity to capitalize on strong valueprop. for leisure/PT among families;competitors making advances to attractleisure and are gaining share in the segment.

2011 MARKETING PLAN :

residence inn

BT brand target:

marketing objective:

BT sub-segments:

Increase RI consideration

(and ultimately trial)to drive extended stayand leisure business.

Support brand objectives(over 1-3 year horizon):Grow extended stayoccupancy rate to 45%.Maintain weekendRevPar index in the mid120s.

Achieve overall program revenue goals. Increase consumer understanding of RIs

purpose built features via statisticallysignificant shifts (among ad exposed vs.not exposed) in brand message delivery.

Increase commitment/preference of RI viastatistically significant shifts (among adexposed vs. not exposed) in consideration,likelihood to stay & likelihood torecommend.

The Marathoner (Source: 2008 Media & Lifestyle Study)

Psychographics:

The RI target has a mostly optimistic outlook on life.Since they are on the road often, they are strongproponents of a balanced lifestyle. It is critical for themto maintain work and life routines on long trips in orderto keep their professional and personal lives balanced

and achieve their personal best.Demographics:

69% male 62% married 41years old is mean age $136k mean HH income 76% college+ educated 82% Caucasian 60% suburban 23 BTs/6.53 XS trips

Growth Opportunity (GO) Segments:Consultants & Engineering/ITProfessional

(Source: 2008 B2C Research, MMR )

Together these segments represent39% of extended stay FBTs.

80% of them either stayed in ex-stay

hotels in the past 12 months(Acceptors) or did not stay at one for acontrollable reason (Light Rejectors).

Only 35% include Residence Inn in theirconsideration set.

key drivers: 2011 marketing

metrics & goals:THRIVEas represented by

being the only brand

specifically designed to

restore & sustain your

physical, mental, and

emotional energy so

you can thrive on your

stay.

core message:

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Leisure (short stay) brand target:

Demographics:

Equal mix moms & dads Ages 35 to 49 $75-150k HH income Above avg. # of BTs


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strategy: Use RI-specific programs,

communications and relevantchannels that will appeal toand reach the family portion ofthe PT segment in order todrive consideration andweekend trip share.

Leverage leisure-focusedcross-brand partnerships,programs and partnerships.

Conduct a concentrated PRcampaign focused on families.

sub objective:Drive considerationand trial amongleisure travelers(specificallyfamilies) bypromoting RIsunique amenitiesthat support leisuretraveler needs.

metrics & goals: Achieve identified revenue goals for

each promotion/program. When available, monitor PT awareness,

usage & consideration shifts in BrandTracker.

Track statistically significant shifts incore and product message deliveryamong PT target, as well as positivebrand perceptions and ad measures.

Track overall impression delivery andengagement scores delivered by adcampaigns and PR.

strategy: Focus on high-impact internal

channels. Develop tools to provide

properties with theresources/guidance needed toactivate and pull-through RIpositioning and nationalmarketing efforts.

metrics & goals:

Achieve goals established for HWSand eInterface.

Utilize m.com, Marriott Rewards andPR channels.

Align with Field Marketing & Brand toprovide relevant and actionablemarketing tools for properties.

Brand Voice activation across all touchpoints.

strategy: Develop programs aimed at

building consideration toincrease extended stayoccupancy

Include GO target sub-segment(Consultants, Engineers, & ITprofessionals) focus via mediaand PR.

Leverage extended stay salesteam and cross-brand activities.

Leverage existing campaign todeliver core and supportingmessages.

sub objective:Drive pull throughof property-levelmarketing andleverage internalchannels in orderto provide afoundation for allRI-relatedmarketing

activities.

sub objective:Drive considerationand trial amongextended staybusiness travelers byincreasingunderstanding of RIsunique purpose-builtamenities.

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metrics & goals:

Achieve identified revenue goals foreach promotion/program.

Monitor share shifts in targeted AmexOPEN, Amex and Rewardsgroups/programs.

Monitor BT awareness, usage &consideration shifts in Brand Tracker.

Track statistically significant shifts incore and product message deliveryamong BT target, as well as positivebrand perceptions and ad measures.

Track overall impression delivery andengagement scores delivered by thevarious channels.

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Increase RI

consideration(and ultimately trial)

to drive extended stay

and leisure business.


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m.com Explore all opportunities on M.com to provide

extended stay messaging (i.e. m.com card)including test & targeting and LOS search

result merchandising.

promotions/closing tools Participate in cross-brand AmEx OPEN,

AmEx, and Marriott Rewards promotions Create a ESSOC focused AmEx OPEN

promotion.

online and paid search Utilize Paid Search focused on driving

RI.com BT bookings Explore search marketing partnership

targeting GO; focus on contextual searchand search engines such as Yahoo or Bingthat have robust targeting capabilities

Utilize behavioral targeting based on LOSon OTA s and search engines

media Focus messaging on targeted and multi-channel

media (TV and online) to drive consideration ofpurpose-built amenities among Marathon BusinessTraveler & GO targets.

Continue mobile advertising. Begin creation of a new advertising and

communication platform to roll out in 2012.

public relations Pursue media coverage regarding RIs

value message and distribution/growth,including international growth.

Reach out to editors of GO-focusedblogs and trade publications to driveawareness, consideration and trial

field marketing & sales support Utilize extended stay cross-brand

messaging & activities. Leverage Extended Stay sales team to

target sub-segments Utilize field marketing to drive promotions

on-property

strategy 1:Develop activities aimed at building

consideration to increase extended stayoccupancy. Include focus on the GOsegments (consultants, engineering/ ITprofessionals). Leverage extended staysales team and existing campaigns.

objective 1:Drive consideration and trial amongextended stay business travelers byincreasing understanding of RIsunique purpose-built amenities.

metrics:Achieve identified considerationand promo goals.


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sponsorship/partnership Leverage CFRST Small Business

partnerships Investigate RI-specific partnerships

focused on business services.


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objective 2:Drive consideration and trial amongleisure travelers (specifically families)by promoting RIs unique amenitiesthat support leisure traveler needs.

Promotions/programs Participate in cross-brand

weekend/leisure/PT-based promotions Create RI-specific leisure-based weekend

package focused on the family segment.

m.com Include family/PT focused messaging on

RI.com Support leisure-focused eCommerce/m.com

initiatives. Use test & target capabilities to drive PT

searchers to landing pages specificallydesigned to meet their self-identified needs

online and paid search

Expand utilization of paid search andSEO focused on driving RI.comPT/family bookings since PTs typicallystart trip planning via paid search

Utilize OTA Marketing to encourageconsideration, trial & share shift amongfamilies/personal travelers

media Utilize and enhance PT/family focused

campaign to illustrate and quantify the valueprovided by a stay at RI

Include family-focused diverse media incommunications strategy

Involve social media/blogger outreach

sponsorship/partnership Leverage CFRST Tots Travel Too

offering Participate in and leverage cross-brand

partnerships developed byBrand/Partnership team (i.e. AmateurSports and Weddings)

public relations Pursue media coverage regarding RIs

value message for families/PT Use PR to enhance awareness around

weekend/PT promotions

field marketing & sales support Utilize field marketing to drive promotions

on-property

Utilize GMs to determine best practices forleisure outreach and then activate those bestpractices broadly

strategy 2:

Use specific promotions,communications and relevant channelsthat will appeal to and reach the Familyportion of the Leisure/PT segment inorder to drive consideration and weekendtrip share.metrics:

Achieve identified promotion andconsideration goals.


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MI websites Work with Field Marketing, eCommerce and

Properties to utilize and enhance hotelwebsites, specifically photography and suitefloor plans

Translate RI.com for all Marriott global sites. Include new global properties in m.com

homepage card announcements and onRI.com.

public relations Promote culture/service, via customer

driven service stories on RI.com

field marketing & sales support Investigate enhancing Sales So

Memorable with an actionable propertymarketing toolkit

Assess brand voice implementationstatus and track sales and marketingpull-through. Work with Brand todevelop plan for completing andevolving BV materials when applicable.

Support marketing needs of hotelsoutside North America (with ILOfunding) as appropriate.

strategy 3:Focus on high-impact internal

channels. Develop tools to provideproperties with the resources/guidance needed to activate andpull-through RI positioning andnational marketing efforts.

objective 3:Drive pull through of property-levelmarketing and leverage internalchannels in order to provide afoundation for all RI-relatedmarketing activities.

metrics:Achieve identified propertyactivation and channel goals.


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on-property Work with eCommerce to enhance eInterface

and market benefits to consumers Activate on-property opportunities as

identified by the leisure We-Time research

direct mail/email Leverage MR channels to

communicate RIs value positioningfor BT and PT

online and social media

Launch an RI-specific Facebook page

2011 Resident Inn Marketing Plan

Documents

Transcript of 2011 Resident Inn Marketing Plan