HOTELS &RESORTS COMMUNITY ASSOCIATION MANAGEMENT · Whatis GoogleAdWords GoogleAdsis an online...

accessHOTELS &RESORTS

COMMUNITY ASSOCIATION MANAGEMENT

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CREDIBILITY. INTEGRITY. EXPERTISE.

accessMANAGEMENT

Presentsto:

February 2020

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Overview ofAccess

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Our Mission

We are dedicated to maximizing the value of hotel owners assets

Through market and operational analysis, capital expenditure planning, and strategic asset positioning, we optimize market

penetration and control costs to maximize ROI

5

a

Access Hotels & Resorts

is a full-service

hospitality management

and consulting

firm specializing in hotel,

project and asset

management

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Our leadership team

possesses a remarkable

combined one hundred years

of experience in the industry

Development

Management

Digital Marketing & SocialMedia

Repositioning

Strategic Leadership

Acquisition

Renovation

Clients & Guests

Trusted partners to hotel owners, developers and investors

Branding

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150+ Communities

45,000+ Single Family Units

Clients are Top 10

National Builders

Average RevPAR index over 100%

Awarded TripAdvisorCertificate of Excellence

Corporate staff of 14 with

800 associates

Hotel & ResortManagement

Residential Management

Our Company

Corporate staff of 25

with 150 associates

16 hotels & 5 restaurants

a

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ProfitableProficient

Flexible

Successful

Our offices are

located in

Celebration,

Sarasota, Florida

and in New York

City

Operated in the

top 10

Metropolitan

Statistical Areas

(MSA)

Successful 14 year

operating track

record

Our Company

Accessible

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Experienced

Our Employees

commitment to excellence helps us achieve extremely high “intent

to return” and “intent to recommend” ratings for guest service and

focused management

Our Team Members

helped our company achieve recognition as a top 100 hotel

management company by Hotel Management Magazine and

Hotel Business Magazine

Our Key Leaders

have operated major branded hotels including Hilton, Starwood,

IHG, Sheraton, Choice and Marriott and have branded, de-

f lagged and repositioned over $750 million in assets

Our Team

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Effective Creative Unique Detailed Experienced

“Our leaders are

available and

involved in every

aspect of our

property. Their

unlimited daily

support helps usbe

effective.”

– Dustin Walker,

Food & Beverage

Director

“The Access

Difference fostersa

creative

environment for

each property to

showcase it’s own

identity.”

– Daniel Wilgus,

Front Desk

Supervisor

“At the end of the

day, it’s those

unique

experiences that

keep our guests

returning time and

time again.”

– Jared Kovach

Saalman, Catering

Sales Director

“I now possess a

whole new

mindset of how to

make every minor

detail of our

property a part of

the large

experience that

competitors just

can’t offer.”

– Rosie Orzco,

Housekeeping

“The senior

leadership team

brings many years of

experience which is

how to set a

competitive edge in

any market”

– Nick Knight,

General Manager

What Our Team Says

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Increased profitability

of assets

Continuous increase

in RevPAR index

Extensive knowledge

of branded and

independent hotel

management

Comprehensive Experience

Demonstrated

success rebranding

and repositioning of

assets

Concurrent successful transition and rebranding of multiple urban hospitalityassets

Consistent high “intent

to return” ratings

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Success in creating an

employee culture focused

on excellent service

Current Portfolio in the U.S. andCaribbean

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Hotel Spero – SanFrancisco, California

TheMarker– San Francisco,California

Hyatt Centric– Koreatown/LosAngeles,California(underdevelopment)

DistriktHotel – NewYork,NewYork

Distrikt Hotel – Pittsburgh, Pennsylvania

414 – New York, New York

TheSetonHotel– NewYork,NewYork

Roaring Brook Ranch Resort – Lake George, New York, York

MerrionRow Hoteland PublicHouse– NewYork,NewYork

TheKenilworthInn – Kenilworth,New Jersey Holiday Inn Express – Laurel, Maryland

Trumbulland Porter– Detroit,Michigan

The Inn at 97Winder– Detroit,Michigan

RiversideHotel,anAscendHotel– WestChesterfield, New Hampshire

The Inn at Thorn Hill & Spa – Jackson, New Hampshire

Palaceat Playa Grande– Rio San Juan,DominicanRepublic

Holiday Inn Express & Suites – Laurel Maryland

Hyatt Centric

Hyatt Korea Town Centric & Residence

Los Angeles

200 GuestRooms and 200 Residences

Projects in Development

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Successful Asset Management

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Successful Asset Management

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Successful Community Management

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A Few Of Our Communities:

Promenade at Palmer RanchGrand Palm MasterIsles of Collier PreserveCarlisle ResidencesWaterleighFour Seasons OrlandoMeadow RidgeSullivan RanchPromenade CondosLake BluffFountain ParkWindermere SoundCottages of San LorenzoBeach Club HallandaleMilanoOle at Lely ResortIndigo at Lakewood RanchCovington ParkResidences at DellagioMitchell CreekThe PreserveSilverleaf NeighborhoodCopperstone MasterCopperstone Townhomes

DemonstratedResults

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8 yearsof success• Increased market awarenessof assets

• Transitioned abranded hotel to an independentproperty

• Built aunique culture

• Establishedan individual identity andstory

• Created deeper synergy between hotel andrestaurant

• Built aneffective management team with longevity

• IncreasedRevPAR penetration

• Significant Net OperatingIncomegrowth

• Managed renovation with minimalbusinessinterruption

• Re-namedandrepositioned hotel while drivingADR

• Enhancedvaluecreationof asset

Our Valued Partnership

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TransitionProcess

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3

• Market Analysis

• Sales & Marketing

Strategy

• Name, Culture & Story

• Website Design&

Approach

• E-Commerce & CRM

• Marketing Automation

• Social Media Sciences

• Direct Sales Action

• Public Relations&

Reputation

Management

• Community Awareness

& Corporate Citizenship

• Revenue Management

• Property Management

System

• Reservation Systems/GDS&

OTA Connectivity

• Sales & Marketing System

• RMS System

• CRM & DigitalMarketing

• POS

• Accounting System

• Guest Recovery

• Payroll

• Credit Card Processing

• Hospitality Maintenance

Software

• Zero Based Budget

• Labor Controls and

Standards

• M3 Accounting Platform

• Checkbook Accounting

• Inventory Control

• Insurance, Permits&

Licenses

• Labor and Overtime

Reports

• Internal Audits

• Cash Flow Analysis

Transition Elements

• Orientation

• Rehire / Onboarding

• Restructuring

• Staffing Efficiencies

• Employee Documentation

• Union Personnel

• Employee Benefits

• Employee Recognition

• Incentive Programs

• WellnessPrograms

HOTEL

RE-POSITIONING

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EMPLOYEE

INTEGRATION

SYSTEM

INTEGRATION

FINANCIAL

CONTROLS

Association Management

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MANAGING ON THE GO!

Our managers use a robust mobile management application that runs on a surface pro or laptop! This means your manager, maintenance, and staff members can manage your community data quickly and efficiently while on property. Some of the benefits include:

FASTER

• Completing inspections faster, allowing staff to save more time and focus on your residents.

EASIER

• Easy to view and create new tasks (work orders, violations, ARC requests) from any owner record.

TRANSPARENT

• Track the full history of homeowner communications so our team and your board is always prepared.

MODERN

• Powered by Google Maps with geo-positioning tools that identify open tasks near your location.

Management Software

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Customer Service

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Frequent Homeowner Requests & Response Times

MaintenanceEmergency

Work Orders &Landscaping

Phone Calls &Text Messages

Emails &General Requests

All maintenance emergencies will be

responded to within 30 minutes using the after-

hours emergency number.

Average Response

Work orders and landscaping requests

are responded to within 24 business hours after

submission through IssueTrak

Average Response

Phone Calls and text messages are typically

responded to by the end of the business day.

Average Response

Emails and general non-emergency requests will be responded to within

24 business hours.

Average Response

30MIN

24HOURS

4HOURS

24HOURS

515 Report

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AccessConnect

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Push to mobile app, text,

email and web with one

touch

Smart Calendar

Schedule events, track

attendees, and automate

reminders

Pay Assessments

View account balance and

schedule payments

Reservation System

Allow residents to request

and auto-schedule use of

amenities

Boards/Committees

Connecting community

decision makers and their

documents

Dynamic Forms

Create online forms to send

to residents

Multi-Platform Messaging

90 Day Plan

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Meetings

• Attend Initial Board Meeting

• Establish Board Meeting Schedule

• Attend Committee Meeting & review Charters

• Attend Meeting with Board to review transition

Covenant Enforcement (If Applicable)

• Issue Reminder of Top 10 Violations

• Review Pending Violations/Fines

• Perform Weekly Inspections

• Review & Finalize Fine/Violation Policy

Communications

• Community Newsletter/Calendar

• Setup E-blast to Homeowners/Residents

• Schedule Meet & Greet

• Setup Community Website/Forms

Policy Development

• Rental/Tenant Screening Policy

• Architectural Modification and Alteration Policy &

Guidelines

• Access Control & Security Policy

Accounting

• Review of Last Audit and Expenditures

• Review of Delinquencies

• Selection of New Collection Attorney, if necessary

• Review and revise (as needed) Written Collection

Policy

• Review & Discuss Reserve accounts

• Review Investment Opportunities

90 Day Plan

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Maintenance

• Review of Vendor Contracts/Insurance

• Establish Vendor Meeting Schedule

• Complete Property Evaluation

• Contract Matrix

• Ensure Vendor Insurance and Compliance

• Review of Deferred Maintenance

• Draft of Preventative Maintenance Program

Human Resources

• Introduction of Access Management

• Complete Initial Employee Orientation

• 30 Day Employee Evaluation

• Schedule 90 Day Employee Evaluation

Sales & Marketing

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E-Commerce & CRM

WEBSITE

PPCSEARCH ADS

BLOGGING

DATABASEMARKETING

BANNERADSSOCIAL

NETWORKS

REPUTATIONMANAGEMENT

LINKING

SEARCH OPTIMIZATION

Customer Acquisition

Customer Loyalty

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Digital Marketing

6 Stage of Customer Journey

We set up marketing tactics/ strategies on eachstage.

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Digital Marketing Strategies

• Top of Funnel effort

• Sojern (ProgrammaticAD)

• Social Media

• Branding email campaign

• Middle of Funneleffort

• Google AdWords: Long tail/ non-branded

• Promotional email campaign

• Meta SearchAd

• OTAAdvertisement

• Bottom of Funneleffort

• Google AdWords: Branded Keywords

While top funnel does not have high ROI, it is important to

spend on top funnel.Without properspendingon top funnel,we

are going to lose impression share. As a result, we may have

higher conversion, but lowerrevenue.

MarketingFunnel

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E-Commerce – Digital Marketing

AstrongSEO focus

including thoughtfully

curated keywordlist

Targeted display and remarketing

plan

Engaging socialmedia platforms

Consistent email

distribution with

compelling offers

Complete tracking

includingweb traffic, call monitoring

and attribution

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Attribution continues to be an issue forthe travel and tourism industry as travelers hop across devices

and sites during their journey. Currently, we are using last click attributionmodel.

Guest searched “Hotel near union square” on Google, and clicked Expedia Google AdWords > Got to Expedia, and foundHotel

Spero because of Expedia TravelAD > Go to TripAdvisor to read review check pictures, but back to work> saw Sojern

Advertisement > Use Chrome search bar to search “Hotel Spero” > Land on Hotel Sperowebsite.

Last Attribution = GoogleAdWords.

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What is GoogleAdWords

Google Ads is an online advertising platform developed by Google, where

advertisers pay to display brief advertisements, service offerings, product

listings, video content, and generate mobile application installs within the

Googlead network to webusers.

GoogleAdWords

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Programmatic Advertisement Campaign

Revenue JAN FEB MAR APR MAY JUN JUL AUG

2019 $9,777 $18,470 $21,759 $12,136 $9,152 $10,023 $16,127 $32,330

2018 $0 $5,453 $13,693 $8,737 $6,920 $6,105 $13,732 $11,735

0.00% 238.71% 58.91% 38.90% 32.25% 64.18% 17.44% 175.51%

HotelSpero

HotelMarker

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Upsell by TextService

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Life Style Photo

Serves as a platform to exert hotels’ brand images to

hospitality professionals, LinkedIn is used to promote and

share news of hotels to former and prospective clients, and

to publish andadvertise new job openings.

• Post regularly about press articles of the properties,

inspirational stories, as well as employment

opportunities.

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TripAdvisor

Ranking Number ofHotel

Merrion Row Hotel and Public House – New York, New York 4 507

New York Home2Suites - Long Island City, New York 2 37

The Inn at 97 Winder – Detroit, Michigan 2 11

Hotel Spero – San Francisco, California 46 244

Riverside Hotel, an Ascend Hotel – West Chesterfield, New Hampshire 4 20

Holiday Inn Express – Laurel, Maryland 4 16

The Inn at Thorn Hill & Spa – Jackson, New Hampshire 1 4

Sheraton Grand Nashville 48 185

The Marker – San Francisco, California (Transition on 05/15/19) 76 244

The Seton Hotel – New York, New York 207 607

Distrikt Hotel – New York, New York 221 607

Trumbull and Porter – Detroit, Michigan 19 37

Roaring Brook Ranch Resort – Lake George, New York (Under Renovation) 62 90

Park Manor Hotel – Clifton Park, New York 8 10

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Social Media

BrandingGuide

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Serves as a creative and inspirational platform, Instagram posts will be graphic-centric and served as a visual tool for

travelers.

• Establish color palette; retouch images to match color palette or to fit within white frames in order to maintain

brand look.

• Designandpublish imagescollages to createsimilar color tone andmaintain profile to be visually cohesive.

• Send authentic message to Instagram users and followers with unedited and genuine images or videos via

InstagramStory.

The voice of our Facebook platforms aims to be casual, warm, and welcoming. Light use of graphic symbols and emojis to

maintain the lighthearted, yet gracefully feminine side of the brand. Platform will be used to promote events and attractions

of Nashville.

Serves as a platform to exert hotels’ brand images to hospitality professionals, LinkedIn is used to promote and sharenews of

hotels to formerandprospective clients,and to publishandadvertise new job openings.

• Post regularlyaboutpressarticlesof the properties, inspirationalstories, aswell asemploymentopportunities.

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Instagram vs. Facebook

• Instagram is graphic-central and reflects brandstyle.

• Facebook is information driven and reflects brand

message.

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: SanFrancisco

: @hotelspero| 495

:Hospitality;

InstagramProfile

FollowersIndustry

Lodging & RestaurantHeadquarters

Profile Goal• Content choice–

• Stylized images with high exposure and colors that fit within brand

color and color palette identified throughout thehotel

• 30 Day Content Planner for Instagram

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https://www.instagram.com/hotelspero/


: SanFrancisco

:@themarkersf|

:Hospitality;

InstagramProfile

1,262 FollowersIndustry

Lodging & RestaurantHeadquarters

Profile Goal• Content choice–

• Tasteful images with white frames and vibrant colors thatmatch

brand color and color palette identified throughout thehotel

• 30 Day Content Planner for Instagram

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https://www.instagram.com/themarkersf/

Direct Sales Action

Direct Sales Action:

• Engage in Global Account Qualification

• Creative Marketing, collateral and promotions to enhance

marketing for larger groups. Example… “The TaylorTwo”

• Active participation with Nashville Travel Association/ CVB for

Sales Missions and Tradeshows for maximum exposure

• Target Call Centers of consortia.

• Tour Connections Tradeshows for Entertainment Market

• Weekly Sales Calls and Prospecting Goals

• Quarterly Sales Blitzes

• Prospecting Arrivals List to develop and enhance current business

• Lucrative bonus program to recognize teamsuccess

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Rx

• Bridgestone/Firestone

• Tractor Supply

• Lifeway Christian

Resources

• CorrectionCorporation

of America

• Caterpillar

• Amsurg

• Verizon Wireless

• Become a “Brand

Champion” of

NashvilleConvention

and Visitors

Corporation

• Block properly as

hotel tends to lose

rooms as thecloser

hotels have

availability

• Attend FAM Trips –

Attend MonthlyDOS

Meetings

• Pfizer

• McKesson

• HCA

• NationalHealthcare

Corporation

• Vanderbilt

• Tri-Star

• Leverage

preferred

partnership with

HotelBeds

• Bonotel Travel

• Dynamic pricing

strategy

• Book My Group

• Road Rebel

• Odysses Unlimited

• Fox Word Travel

• Trafalgar

• GTA

• Tourico

• Premium rate

or blackout

dates over

citywides

• Set up FAMS for

largest producers

to visit hotel –

Helms Briscoe,

ConferenceDirect

• Convention

Services

International

• World Travel, Inc.

• EventLogistics,

Inc

• WellPlanned

Events

• Adelman Travel

Direct Sales - Key Market & Industry Segments

Case study

BusinessTransient Citywide Pharmaceutical Tour & Travel Third Party

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Short & Longrange

media plan

Pre and postmedia

events (Hotel and

F&B angles and

themes)

Fully vetted

bloggers and

journalists for spin

relevance and

impact

Key components of the plan

Public Relations & Reputation Management

Cultivate a relevant

mix of innovative,

celebrity and hip

audience journalists

impacting hotel,

travel and food

writers

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• Implement philanthropy such as

matching gifts programs,

community volunteering, donations

to local shelters and food banks

• Highlight sustainability initiatives

such as food waste management,

recycling, Make a Green Choice

program and the use of non-

chemical cleaning solutions

Community Awareness Corporate Citizenship

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Revenue Management

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REVMAXmeetings to ensureadherence

to rateguidelines

Create ratecalendar for base

Identify needs periods in

conjunction with areavenues

Establish roomtype categories to

merchandiserates

Create new up-sellingopportunities

Educatedistribution channel staff

Maximizerate yielding

opportunities

Train front officestaff for up-selling

Integrate direct sales withrevenue

management

Createyield program

Use dynamicpricing and packaging to

maxrevenue

Research revenue management

automationsystems

Createa strategic revenuemanagement team focusedon yielding the hotel by concentrating on

identifying competitive rates, building the optimum market mix and up-sellingtechniques.

Keycomponents of the planinclude:

Revenue Management Program

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Booking

• Dynamic Packaging

• Up-selling

opportunities

through eStandby

• Splashpage

marketing

• Slash pricing and

discount off

promotions

• Email confirmation

with unique upgrade

offers

• Dedicated travel

agent landing and

press pages

• Unique promotions

to increase bookings

Global

Distribution

Systems4 GDS Channels

representation

through positioning

• Amadeus

• Sabre

• Worldspan

• Galileo

Revenue Management DistributionStrategies

GDS Media

Initiatives

• Participate in or

create loyalty

programs

• Targeted initiatives

to unique IATA

accounts for

transient, business

and leisure

CRO/Voice• All ReservationCall

Centers available

24/7

• Dedicated toll-free

line

• Monthly incentive

programs

• Access reservations

standards and

training

• Participate in click

and call to further

support customers

that are online

Online

Travel

Agencies

• Expedia

• Hotwire

• Booking.com

• Hotels.com

• Egencia.com

• Venere.com

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Revenue Management Tactics

SAV

ING

S

Standard Branded Packages & Promotions

STRShare ShiftAnalysis

Dynamic PackagingStrategy Meeting Agenda, Tools & Reports

ForecastingTools

Dynamic Pricing based on day of week arrival

Daily, Weekly, Monthly Pace Reporting

Competitive Price PositioningAnalysisTransient & Group Pricing Guidelines

Pick-up Reporting

Amodel of betterresults

Increase ADR, ALOS and AOV by finding prospects that mirror your best

guests

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Revenue ManagementCompletive Set/ MarketAnalysis

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Revenue Management

Conduct manual rate check 2 time a week to make

sure our rates are parity on Meta search

Rate Parity

We offer “Make a green choice” program, AtHotel

Spero ad The Marker in San Francisco.

F& B revenue

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TheAccessDifference

• Complete accessibility to our associates, owners, investors,

clients, residents, guests and vendors

• Honesty and transparency

• The level of care and attention from our team with

personalized service

• Strategic leadership who “manage by walking around”

which means we listen and respond to take effective action

• Hire, train and cultivate talented people who care, making

us an employer of choice

• Hands-on, we are your team!

• Experience in key markets

• Timely and accurate reporting

• Outstanding financial results

The Access Difference

Hospitality Is Our Foundation, Your Happiness Is Our Focus.

Thank you!

accessHOTELS &RESORTS

ACQUISITION & TRANSITION a

HOTELS &RESORTS COMMUNITY ASSOCIATION MANAGEMENT · Whatis GoogleAdWords GoogleAdsis an online...

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Transcript of HOTELS &RESORTS COMMUNITY ASSOCIATION MANAGEMENT · Whatis GoogleAdWords GoogleAdsis an online...