2002Marketing Initiatives
January 2002
2002Marketing Initiatives
January 2002
Table of ContentsTable of Contents 2002 Marketing Plan/2001 Plan Review
Economic and Industry Forecast Consumer and Technology Trends Consumer Marketing Advertising and Marketing Services Worldwide Sales and Intermediary
Marketing Voice Reservations Electronic Distribution Systems Brand Management
2002 Marketing Plan/2001 Plan Review Economic and Industry Forecast Consumer and Technology Trends Consumer Marketing Advertising and Marketing Services Worldwide Sales and Intermediary
Marketing Voice Reservations Electronic Distribution Systems Brand Management
Economic Forecast for 2002Economic Forecast for 2002
Economic and industry forecasts assume no major terrorist acts on U.S. soil
Economy growing at 1.0% but is much stronger in the second half of 2002 Q1 -0.3% Q2 +0.2% Q3 +1.4% Q4 +2.7%
Consumer spending growing at 1.5% Inflation growing at 1.7% Unemployment rate at 6.1% Source: Blue Chip Economic Indicators (January 10, 2002)
Economic and industry forecasts assume no major terrorist acts on U.S. soil
Economy growing at 1.0% but is much stronger in the second half of 2002 Q1 -0.3% Q2 +0.2% Q3 +1.4% Q4 +2.7%
Consumer spending growing at 1.5% Inflation growing at 1.7% Unemployment rate at 6.1% Source: Blue Chip Economic Indicators (January 10, 2002)
4.2% 3.2% 2.4%
1.4%0.0%
2.0%
4.0%
6.0%
1999 2000e 2001p 2002
3.3% 3.7%
-2.4%0.6%
-5.0%
0.0%
5.0%
1999 2000e 2001p 2002
Industry Forecast for 2002Industry Forecast for 2002
Supply Demand
Source: Smith Travel ResearchSource: Smith Travel Research
Industry Forecast for 2002Industry Forecast for 2002
Industry RevPar expected to decline 0.2% Midscale w/o F&B chain RevPar growth of 0.4% Midscale with F&B RevPar to decline 0.3% Upscale segment to show a RevPar decline of 1.6% Slightly stronger growth in leisure travel demand Second half of year to be stronger with positive
RevPar gains for the industry
Industry RevPar expected to decline 0.2% Midscale w/o F&B chain RevPar growth of 0.4% Midscale with F&B RevPar to decline 0.3% Upscale segment to show a RevPar decline of 1.6% Slightly stronger growth in leisure travel demand Second half of year to be stronger with positive
RevPar gains for the industry
Source: Smith Travel Research, Price Waterhouse Coopers, and
Market Information & Research estimates
Source: Smith Travel Research, Price Waterhouse Coopers, and
Market Information & Research estimates
Competitive Marketing ActivityCompetitive Marketing ActivityBest Western
Consumer communication of 16 new brand standards and “best rate” offers
Cendant Introduction of loyalty program, new “get going rates” and a
new CRM capability via Trilegiant subsidiaryHilton
Aggressive “double dipping” promotions for Hampton with points and airline miles
Marriott New rate offers for all brands and new advertising campaigns
Six Continents Holiday Inn planning communication efforts to celebrate the
50th anniversary of the brand in 2002 and continued promotion of two-for-one offer
Best Western Consumer communication of 16 new brand standards and
“best rate” offersCendant
Introduction of loyalty program, new “get going rates” and a new CRM capability via Trilegiant subsidiary
Hilton Aggressive “double dipping” promotions for Hampton with
points and airline milesMarriott
New rate offers for all brands and new advertising campaigns Six Continents
Holiday Inn planning communication efforts to celebrate the 50th anniversary of the brand in 2002 and continued promotion of two-for-one offer
Consumer Trends 2002Consumer Trends 2002
Consumer confidence is shaky but starting to improve
Increased concern for safety and security Travelers more willing to drive to business
and leisure destinations Upscale business travelers trading down due
to uncertain environment Increased use of travel packages
Consumer confidence is shaky but starting to improve
Increased concern for safety and security Travelers more willing to drive to business
and leisure destinations Upscale business travelers trading down due
to uncertain environment Increased use of travel packages
Source: Yesawich, Pepperdine and BrownSource: Yesawich, Pepperdine and Brown
Consumer Trends 2002Consumer Trends 2002
Consumer expectations are higher across all product categories
Consumers are getting bombarded with more advertising messages than ever before
Growth in the 50+ segment for business and leisure travel in domestic and inbound international
Consumer expectations are higher across all product categories
Consumers are getting bombarded with more advertising messages than ever before
Growth in the 50+ segment for business and leisure travel in domestic and inbound international
Source: Yesawich, Pepperdine and BrownSource: Yesawich, Pepperdine and Brown
Technology Trends 2002Technology Trends 2002
Almost 40 million U.S. households research travel online, and nearly 19 million booked travel online during 2001
Continued strong growth in bookings via the Internet ($16.7B forecasted in 2001 and $21.6B forecasted in 2002)
Primary reasons to go online are ease, speed, and convenience.
Barriers to booking travel online are security concerns and privacy considerations
Almost 40 million U.S. households research travel online, and nearly 19 million booked travel online during 2001
Continued strong growth in bookings via the Internet ($16.7B forecasted in 2001 and $21.6B forecasted in 2002)
Primary reasons to go online are ease, speed, and convenience.
Barriers to booking travel online are security concerns and privacy considerations
Source: Forrester ResearchSource: Forrester Research
ConclusionsConclusions Little/no economic growth early in 2002 but
modest growth in second half of year Increase in lodging demand by summer Increased pressure on rates due to increased
discounting in the industry Competitive promotional activity to stimulate
demand will increase Breaking through the clutter to reach consumers
will be more difficult Increased need to leverage changing distribution
channels - voice, electronic, hotel direct
Little/no economic growth early in 2002 but modest growth in second half of year
Increase in lodging demand by summer Increased pressure on rates due to increased
discounting in the industry Competitive promotional activity to stimulate
demand will increase Breaking through the clutter to reach consumers
will be more difficult Increased need to leverage changing distribution
channels - voice, electronic, hotel direct
Protect and grow existing leisure market share Increase our share of mix from business travelers Continue to create breakthrough advertising Develop strong regional/local programs and promotions Enhance brand identity Simplify the selling process Improve minimum brand standards and business delivery Globalize key marketing programs Optimize distribution channels Improve CHI/licensee communication
Protect and grow existing leisure market share Increase our share of mix from business travelers Continue to create breakthrough advertising Develop strong regional/local programs and promotions Enhance brand identity Simplify the selling process Improve minimum brand standards and business delivery Globalize key marketing programs Optimize distribution channels Improve CHI/licensee communication
Focus on Doing a Few Things Exceptionally Well
Focus on Doing a Few Things Exceptionally Well
Consumer MarketingConsumer Marketing
Mission StatementMission Statement
We serve our franchisees and brands by attracting, retaining, and increasing Choice’s revenue from key business and leisure consumer segments.
We serve our franchisees and brands by attracting, retaining, and increasing Choice’s revenue from key business and leisure consumer segments.
Consumer Marketing SegmentsConsumer Marketing Segments
Leisure Travelers Families Mature market Couples/singles
Business travelers Road Warriors Frequent Flyers Infrequent travelers
Leisure Travelers Families Mature market Couples/singles
Business travelers Road Warriors Frequent Flyers Infrequent travelers
Leisure TravelersLeisure Travelers
Summer Promotion - FamiliesSummer Promotion - Families
2001 Review2001 Review Summer promotion achieved goal of helping
Choice RevPar outperform midscale competition and the industry Choice RevPar -1.8%, midscale competition -2.7%
and industry -5.4%
Promotion partner MasterCard gained nearly 3 points in market share during the summer
Record public relations with over $5 million in awareness value achieved
Slower start to promotion than anticipated due to central booking restriction and timing issues
Summer promotion achieved goal of helping Choice RevPar outperform midscale competition and the industry Choice RevPar -1.8%, midscale competition -2.7%
and industry -5.4%
Promotion partner MasterCard gained nearly 3 points in market share during the summer
Record public relations with over $5 million in awareness value achieved
Slower start to promotion than anticipated due to central booking restriction and timing issues
2002 Plan2002 Plan Implement enhanced gas card promotion with MasterCard
partner to bolster June-August RevPar performance and outperform competition Offer primarily targets family travelers due to timing
(tentatively scheduled for June 15-August 15th) but is appealing to all consumer segments
Increasing the value of the gas card to $10 for 2002 promotion
Will make offer more appealing, particularly to non-loyal Choice travelers
Currently working with MasterCard to increase funding beyond $2 million
Implement enhanced gas card promotion with MasterCard partner to bolster June-August RevPar performance and outperform competition Offer primarily targets family travelers due to timing
(tentatively scheduled for June 15-August 15th) but is appealing to all consumer segments
Increasing the value of the gas card to $10 for 2002 promotion
Will make offer more appealing, particularly to non-loyal Choice travelers
Currently working with MasterCard to increase funding beyond $2 million
2002 Plan2002 Plan Offer promotion from outset to all guests who stay two
nights (or book two rooms for one night) regardless of booking channel
Working to reduce the number of gas card companies participating
Current discussions are with BP/Amoco and Exxon/Mobil
Leverage last year’s effort to secure even stronger public relations effort for the promotion
Aggressively promote offer via national advertising, and electronic and voice channels
Offer promotion from outset to all guests who stay two nights (or book two rooms for one night) regardless of booking channel
Working to reduce the number of gas card companies participating
Current discussions are with BP/Amoco and Exxon/Mobil
Leverage last year’s effort to secure even stronger public relations effort for the promotion
Aggressively promote offer via national advertising, and electronic and voice channels
2002 Plan2002 Plan
Possible $10 Gas Card Funding (June 15 - August 15) :Total Cost $3,300,000 Card Production 300,000 (300,000 Cards)Card Cost 3,000,000
Funding $3,300,000Master Card 2,000,000Breakage 400,000Marketing Fund 900,000
Marketing Fund cost will be reduced if MasterCard contributes more than $2 million
Offer will be promoted as “while supplies last” to cap liability
Possible $10 Gas Card Funding (June 15 - August 15) :Total Cost $3,300,000 Card Production 300,000 (300,000 Cards)Card Cost 3,000,000
Funding $3,300,000Master Card 2,000,000Breakage 400,000Marketing Fund 900,000
Marketing Fund cost will be reduced if MasterCard contributes more than $2 million
Offer will be promoted as “while supplies last” to cap liability
Leisure TravelersLeisure Travelers
“Home for the Holidays” Promotion
“Home for the Holidays” Promotion
“Home for the Holidays” Promotion2001 Review
“Home for the Holidays” Promotion2001 Review
Value offer is appealing to all leisure market segments
Over 1,800 U.S hotels are currently enrolled in the “Home for the Holidays” - double the number participating a year ago
November and December 2001 gross revenue is over $11 million vs. $1.4 million through LHOME in all of 2000 (ADR is $58)
Over $1 million in revenue has been generated in November and December via choicehotels.com
Value offer is appealing to all leisure market segments
Over 1,800 U.S hotels are currently enrolled in the “Home for the Holidays” - double the number participating a year ago
November and December 2001 gross revenue is over $11 million vs. $1.4 million through LHOME in all of 2000 (ADR is $58)
Over $1 million in revenue has been generated in November and December via choicehotels.com
“Home for the Holidays” Promotion2002 Plan
“Home for the Holidays” Promotion2002 Plan
Implement an enhanced national “Home for the Holidays” promotion
Promotion timing of October 2002 - February 2003
Promote a “value” offer and strive to have all hotels participate
Promote the offer using national advertising dollars as well as co-op funds
Continue to offer via all distribution channels
Implement an enhanced national “Home for the Holidays” promotion
Promotion timing of October 2002 - February 2003
Promote a “value” offer and strive to have all hotels participate
Promote the offer using national advertising dollars as well as co-op funds
Continue to offer via all distribution channels
Leisure TravelersLeisure Travelers
Mature Market Mature Market
2001 Review2001 Review Rate plan criteria set as of Nov. 1, 2000
SSC - mandatory 10% for 50+ travelers SSV - inventory controlled “Sixty Plus Rate”
offering 20%-30% discount (about 5% of hotels are utilizing a discount above 20%)
Criteria endorsed by IOC in 2000 and 2001
New criteria has shifted use of these rates by our consumers and decreased denials
Rate plan criteria set as of Nov. 1, 2000 SSC - mandatory 10% for 50+ travelers SSV - inventory controlled “Sixty Plus Rate”
offering 20%-30% discount (about 5% of hotels are utilizing a discount above 20%)
Criteria endorsed by IOC in 2000 and 2001
New criteria has shifted use of these rates by our consumers and decreased denials
2001 Review2001 Review Successfully shifted substantial business to the lower
discount SSC rate plan Program revenue was up 20% in 2001 Average rate on SSC rate plan is down slightly to
$74.34 SSV revenue has decreased significantly for the year -
down 38% ADR on SSV is up over 10% to $59.87
Overall revenue for two rate plans is down 15% vs. 9% for Choice 2001 overall
Successfully shifted substantial business to the lower discount SSC rate plan Program revenue was up 20% in 2001 Average rate on SSC rate plan is down slightly to
$74.34 SSV revenue has decreased significantly for the year -
down 38% ADR on SSV is up over 10% to $59.87
Overall revenue for two rate plans is down 15% vs. 9% for Choice 2001 overall
2001 Review2001 Review
Overall decrease in SSV attributed to two things:
moving consumers to higher rate programs, such as SSC, SCR, AAA
selling less to the most “rate sensitive” customers
Very rate sensitive customers typically offer low brand loyalty and less profit potential
Overall, we are making better sales
Overall decrease in SSV attributed to two things:
moving consumers to higher rate programs, such as SSC, SCR, AAA
selling less to the most “rate sensitive” customers
Very rate sensitive customers typically offer low brand loyalty and less profit potential
Overall, we are making better sales
2001 Review/2002 Plan2001 Review/2002 Plan
2000 (000) 2001 (000) 2002 Plan (000)
SSC $82,888 $99,474 $107,432
SSV $127,217 $79,140 $85,471
Total $210,105 $178,614 $192,903
2000 (000) 2001 (000) 2002 Plan (000)
SSC $82,888 $99,474 $107,432
SSV $127,217 $79,140 $85,471
Total $210,105 $178,614 $192,903
2002 Plan2002 Plan
Implement new AARP agreement that makes SSO (15% discount; inventory controlled) available only to AARP members Planning to launch February 1st, 2002 Allows Choice to market to AARP’s membership base
of over 34 million Choice to be included on AARP web site and on
collateral material to members Allows hotels to use the AARP logo in their advertising
and collateral materials
Implement new AARP agreement that makes SSO (15% discount; inventory controlled) available only to AARP members Planning to launch February 1st, 2002 Allows Choice to market to AARP’s membership base
of over 34 million Choice to be included on AARP web site and on
collateral material to members Allows hotels to use the AARP logo in their advertising
and collateral materials
2002 Plan2002 Plan More aggressively market to mature adults in 2002
Print advertising campaign in major southern newspapers aimed at snowbirds who are day-tripping and traveling home (first quarter 2002)
Mature market is a key audience in the “home for the holidays” promotion that will be implemented nationally in fall/winter 2002
Communicate rate plans via direct mail campaigns to mature market audience in 2002
Communicate directly with Choice Privileges members that they now are eligible for points when they book under any mature market rate plan
Work with travel agents, AAA, and other intermediaries to promote Choice brands to this audience
More aggressively market to mature adults in 2002 Print advertising campaign in major southern newspapers
aimed at snowbirds who are day-tripping and traveling home (first quarter 2002)
Mature market is a key audience in the “home for the holidays” promotion that will be implemented nationally in fall/winter 2002
Communicate rate plans via direct mail campaigns to mature market audience in 2002
Communicate directly with Choice Privileges members that they now are eligible for points when they book under any mature market rate plan
Work with travel agents, AAA, and other intermediaries to promote Choice brands to this audience
Business TravelersBusiness Travelers
Road Warriors and Frequent Flyers
Road Warriors and Frequent Flyers
Choice Privileges: 2001 ReviewChoice Privileges: 2001 Review
Introduced a new, more cost-effective award structure for Choice Privileges in 2001
Changed the name of the program to Choice Privileges to better reflect the family of brands available to the member
Introduced airline miles with American Airlines in August and U.S. Airways in September
Introduced a new, more cost-effective award structure for Choice Privileges in 2001
Changed the name of the program to Choice Privileges to better reflect the family of brands available to the member
Introduced airline miles with American Airlines in August and U.S. Airways in September
2001 Review2001 Review
2000 (000) 2001 (000) Change
Members 899 1,220 +36%
Room nights 2,693 3,625 +35%
Revenue $176,319 $235,232 +33%
CP as % of 5.9% 7.9% +34% Revenue
2000 (000) 2001 (000) Change
Members 899 1,220 +36%
Room nights 2,693 3,625 +35%
Revenue $176,319 $235,232 +33%
CP as % of 5.9% 7.9% +34% Revenue
2001 Review2001 Review
Actual (000) Plan (000) % of Plan
Members 1,220 1,259 97%
Room nights 3,625 3,938 92%
Revenue $235,232 $267,544 88%
CP as % of 7.9% N/A Revenue
Actual (000) Plan (000) % of Plan
Members 1,220 1,259 97%
Room nights 3,625 3,938 92%
Revenue $235,232 $267,544 88%
CP as % of 7.9% N/A Revenue
2001 Review/2002 Plan2001 Review/2002 Plan2000 (000) 2001 (000) 2002 (000)
Members 899 1,220 1,471
Room nights 2,693 3,625 3,962
CP Revenue $176,319 $235,232 $261,137
Airlines N/A 2,769 $37,428
CP/Airline $176,319 $238,001 $298,565
CP/Airline 5.9% 7.9% 9.5% as a % of
Revenue
2000 (000) 2001 (000) 2002 (000)
Members 899 1,220 1,471
Room nights 2,693 3,625 3,962
CP Revenue $176,319 $235,232 $261,137
Airlines N/A 2,769 $37,428
CP/Airline $176,319 $238,001 $298,565
CP/Airline 5.9% 7.9% 9.5% as a % of
Revenue
2002 Plan2002 Plan Introduce at least 4 more airlines into program
Target Delta, Northwest, United, America West and Air Canada
Enhance Choice Privileges and grow frequency program (CP and airline) revenue Promote airline partnerships with triple miles in the
spring and possibly another mileage offer in fall 2002 Develop business case to introduce elite levels Enhance CP web site to include point balance look-up,
award redemption and member stay history Increase frequency of direct to consumer promotional
efforts using new ECRM software
Introduce at least 4 more airlines into program Target Delta, Northwest, United, America West and
Air Canada Enhance Choice Privileges and grow frequency program
(CP and airline) revenue Promote airline partnerships with triple miles in the
spring and possibly another mileage offer in fall 2002 Develop business case to introduce elite levels Enhance CP web site to include point balance look-up,
award redemption and member stay history Increase frequency of direct to consumer promotional
efforts using new ECRM software
Assistance From IOCAssistance From IOC Help us in getting hotels to sign-up frequent flyers for
Choice Privileges Ensure that Choice Privileges members receive the
benefits they expect Encourage co-ops to advertise national promotions on
a local basis Put up the collateral material that is sent for each
national promotion (continue success of “Thanks for Traveling” effort)
Timely, constructive feedback on national promotions (what is working, what needs to be improved)
Help us in getting hotels to sign-up frequent flyers for Choice Privileges
Ensure that Choice Privileges members receive the benefits they expect
Encourage co-ops to advertise national promotions on a local basis
Put up the collateral material that is sent for each national promotion (continue success of “Thanks for Traveling” effort)
Timely, constructive feedback on national promotions (what is working, what needs to be improved)
Enterprise Customer Relationship Management
(ECRM)
Enterprise Customer Relationship Management
(ECRM)
What is ECRM?What is ECRM?
Building Relationships with Customers
Personalizing Communication and Offers
Delivering Right Product to Right Customer at Right Time Via Right Channel
Building Loyalty
Building Relationships with Customers
Personalizing Communication and Offers
Delivering Right Product to Right Customer at Right Time Via Right Channel
Building Loyalty
Why is ECRM Important?Why is ECRM Important?
Natural Extension of Traditional Advertising
“Customization” Works Economically
Only Way to Execute Certain Programs
Natural Extension of Traditional Advertising
“Customization” Works Economically
Only Way to Execute Certain Programs
We Must Lead The Evolution, Not Follow
We Must Lead The Evolution, Not Follow
Long Lead Time to Learn Customers Habits
Requires Testing and Refinement
Programs Require Development Time Both at Choice and at Properties
Long Lead Time to Learn Customers Habits
Requires Testing and Refinement
Programs Require Development Time Both at Choice and at Properties
Information Is Only Effective If It Can Be Used EffectivelyInformation Is Only Effective If It Can Be Used Effectively
Need System to Analyze Customer Data
Need System to “Efficiently” Communicate
Need System to Analyze Customer Data
Need System to “Efficiently” Communicate
Our Choice - UnicaOur Choice - Unica
Compatibility with Our Systems
Positive References
Compatibility with Our Systems
Positive References
ECRM SoftwareECRM Software
Models Customers to Determine Life Time Value, Likelihood to Respond
Creates/Maintains Templates, Whole Campaigns Automates One-time and Ongoing Campaigns on
Schedule Tracks and Calculates Responders and Non-
Responders Creates Multi-wave Campaigns to Treat, Re-Treat
Responders, Non-Responders Creates Ongoing Campaigns Triggered by Customer
Behavior, etc. Evaluates Success of Each Campaign
Models Customers to Determine Life Time Value, Likelihood to Respond
Creates/Maintains Templates, Whole Campaigns Automates One-time and Ongoing Campaigns on
Schedule Tracks and Calculates Responders and Non-
Responders Creates Multi-wave Campaigns to Treat, Re-Treat
Responders, Non-Responders Creates Ongoing Campaigns Triggered by Customer
Behavior, etc. Evaluates Success of Each Campaign
How We Plan To Use The System
How We Plan To Use The System
Cost Efficiencies
Business Building
Cost Efficiencies
Business Building
Cost EfficienciesCost Efficiencies
Using Email- Choice Privileges Statements- Guest Satisfaction Questionnaires- Promotion Offers- Acknowledgements
Moving Reservations to Internet
Using Email- Choice Privileges Statements- Guest Satisfaction Questionnaires- Promotion Offers- Acknowledgements
Moving Reservations to Internet
Business BuildingBusiness Building
Understand Value of Each Customer Proactively Communicate with Customers
- Special Offers
- Special Promotions
- Unsold Inventory
- Cross Use
- Off Peak
- Special Occasions
Understand Value of Each Customer Proactively Communicate with Customers
- Special Offers
- Special Promotions
- Unsold Inventory
- Cross Use
- Off Peak
- Special Occasions
Choice ECRM VisionChoice ECRM Vision
Customer Touch Points
Hotel 800# GDS* Internet Guest Relations
Sales Force Direct Mail Fax PDA In-room Internet
Data Data Data Integration CampaignIdentity Warehouse Data AnalysisManagement
Profile& Response Data
CampaignInformation
Profile & StayInformation
Real TimePersonalization
Implementation Short-termImplementation Short-term
Choice Privileges Activation, Reactivation
Guest Satisfaction Research
Collect Email Addresses, Permission, Profiles
Choice Privileges Activation, Reactivation
Guest Satisfaction Research
Collect Email Addresses, Permission, Profiles
Implementation Long-termImplementation Long-term
National Marketing Campaigns
Regional Campaigns
Individual Hotel Campaigns
National Marketing Campaigns
Regional Campaigns
Individual Hotel Campaigns
How Hotels Can HelpHow Hotels Can Help
Sign-up Air Travelers for Choice Privileges
Collect Email Addresses
Provide Ideas for Using ECRM for Regional Campaigns
Sign-up Air Travelers for Choice Privileges
Collect Email Addresses
Provide Ideas for Using ECRM for Regional Campaigns
Intermediary Marketing & Worldwide Sales
Intermediary Marketing & Worldwide Sales
Mission StatementMission Statement
We serve our franchisees and brands by maintaining existing revenue streams & growing rooms revenue from major Intermediary Market segments through tightly focused programs and promotions to build market share.
We serve our franchisees and brands by maintaining existing revenue streams & growing rooms revenue from major Intermediary Market segments through tightly focused programs and promotions to build market share.
INTERMEDIARY MARKET SEGMENTS
Business Travel Corporate Travel Agents: Megas/Consortias/Regional
Leisure Tour Operators/Wholesalers Motor Clubs/Membership Clubs Travel Agencies
Government Military Federal/State Government Cost reimbursable contractors
Sports High School Collegiate Semi Professional
GSA’s General sales agents in
developing & emerging markets.
The Process
PROGRAM DEVELOPMENT
•Multi Brand
•Sales Channel
•Segment Focus
PLANNING
Internal Input
•Market Segment Mix
•Geographic Source
•Sales Channel
Client Input
•Current/Past Performance
•Potential Analysis
•Telemarketing Research
FIELD SALES
•Geographic/ Segment Specialists
•Key Client Management
•Group Desks
ACCOUNTABILITY
•Monthly
By :
•Market Segment •Brand
•Region
•Sales Person
•Clients
ThePlan
SalesTools
2001 REVIEW
Market Segment Plan Actual Cost Cost PerDollar
Generated
Comments
Business- Corporate- Mega Agencies- Consortia
$460M $428M $2.4M $0.005 - Negatively impacted byrecession & pull back oncorporate travel followingSeptember 11.
Leisure- Operators- Wholesaler
------------------------------------------- Associations/Membership
Clubs- AAA - Quest- Quixtar - Encore
$105M
-------------$214M
$126M
--------------$220M
$1.6M
------------$554K
$0.01
--------------$0.03
- Strong finish at year end for2002 contracting (44%).
------------------------------------------- Increased exposure to AA A
via sales blitzes &promotional activity.
Government- Federal- State- CRC’s
$38M $41M $137K $0.03 - Impacted positively in 4th
quarter by increased focus,increased demand
- Last room availability.
Sports- Youth- High School- Collegiate
$2.4M $3.7 $138K $0.05 - Launch of 1-800 numberfocused at this segment &website development.
GSA’s (General Sales Agents) $4.3M $7.1M $355K $0.05 - Currently have GSA’soperating in 10 developing& emerging markets.
2001 REVIEW
Market Segment 2000Actual
Plan Actual Cost Cost PerDollar
Generated
Comments
Business- Corporate- Mega Agencies- Consortia
$409M $460M $428M $2.4M $0.005 - Negatively impacted byrecession & pull back oncorporate travel followingSeptember 11.
Leisure- Operators- Wholesaler
---------------------------------- Associations/ Membership Clubs- AAA - Quest- Quixtar - Encore
$98M
----------$201M
$105M
----------$214M
$126M
----------$220M
$1.6M
---------$554K
$0.01
--------------$0.03
- Strong finish at year end for2002 contracting (44%).
------------------------------------------ Increased exposure to AA A
via sales blitzes &promotional activity.
Government- Federal- State- CRC’s
$36M $38M $41M $137K $0.03 - Impacted positively in 4th
quarter by increased focus,increased demand
- Last room availability.
Sports- Youth- High School- Collegiate
N/A $2.4M $2.96M $138K $0.05 - Launch of 1-800 numberfocused at this segment &website development.
GSA’s (General SalesAgents)
N/A $4.3M $7.1M $355K $0.05 - Currently have GSA’soperating in 10 developing& emerging markets.
2002 PLAN & ROI
SEGMENT 2001 ACTUAL 2002REVENUE
PLAN
COST COST PERDOLLAR
GENERATED
Business- Corporate- Mega Agencies- Consortia
$428M $457M $2.4M $0.005
Leisure- Operators- Wholesaler-------------------------------------- Associations/Membership
Clubs- AAA - Quest- Amoco - Quixtar- All State - Encore
$126M
--------------------$220M
$133M
--------------------$229M
$1.6M
---------------------$554K
$0.01
--------------------$0.002
Government- Federal- State- CRC’s
$41M $43.74M $137K $0.003
Sports- Youth- High School- Collegiate
$2.96M $5.2M $220K $0.04
GSA’s (General Sales Agents) $7.1M $19M $950K $0.05
SEGMENT STRATEGIES2002
SEGMENT STRATEGIES2002
Business Travel Increase hotel participation in RFP Express &
mega/consortia agents from 24% to 40%. Aggressive sign up of corporate clients into
Choice Privileges. Focus “national sales” on the top corporate travel
buyers in the mid-scale/economy segment. Establish advisory board for feedback from
corporate travel agency market.
Business Travel Increase hotel participation in RFP Express &
mega/consortia agents from 24% to 40%. Aggressive sign up of corporate clients into
Choice Privileges. Focus “national sales” on the top corporate travel
buyers in the mid-scale/economy segment. Establish advisory board for feedback from
corporate travel agency market.
Leisure Continue key client relationship with AAA &
expand into other motor clubs. Continue the implementation of incentive based
marketing programs to associations and membership clubs whose membership profiles fit our brands.
Establish a centralized direct billing program targeted at international tour operators.
Leisure Continue key client relationship with AAA &
expand into other motor clubs. Continue the implementation of incentive based
marketing programs to associations and membership clubs whose membership profiles fit our brands.
Establish a centralized direct billing program targeted at international tour operators.
Government Continue FEMA approval for all relevant hotels.
(2001: 84% 2002: 92%) Promote last room availability for per diem rates. Build extensive government travel database for
electronic messaging, direct mail & telemarketing activity.
Government Continue FEMA approval for all relevant hotels.
(2001: 84% 2002: 92%) Promote last room availability for per diem rates. Build extensive government travel database for
electronic messaging, direct mail & telemarketing activity.
Sports Implement customized web site for sports related travel. Develop partnerships & alliances with appropriate sports
bodies. Capitalize on national sales efforts to establish & grow market
share.
GSA Development of GSA network globally to 17. Train, Train, Train. Hold global GSA meeting.
Sports Implement customized web site for sports related travel. Develop partnerships & alliances with appropriate sports
bodies. Capitalize on national sales efforts to establish & grow market
share.
GSA Development of GSA network globally to 17. Train, Train, Train. Hold global GSA meeting.
National Sales: What We Do Very Well
Manage key client relationships with 486 clients representing $800Min sales to Choice.
Grow share of business from these clients. Develop preferred relationships for Choice.
What We Don’t Do Well
Individual hotel sales. Address “fire fighting” needs. “Sell” ourselves internally.
What We’re Working On
Tactical sales blitzes. (Gov’t., AAA, & Corporate) Lead referral system. Internal communications team.
Assistance from IOC Support the campaign for participation levels in:
RFP Express FEMA approvals GSA payments
Assist us to achieve fast (24 hrs.)/quality hotel response to requests for rates & spaces for groups, meetings, & RFP’s.
Assist our conversion initiative into option D (optimal rate)
Assistance from IOC Support the campaign for participation levels in:
RFP Express FEMA approvals GSA payments
Assist us to achieve fast (24 hrs.)/quality hotel response to requests for rates & spaces for groups, meetings, & RFP’s.
Assist our conversion initiative into option D (optimal rate)
Advertising & Marketing Services
Advertising & Marketing Services
National & Co-op Advertising
Directories
Creative Services
National & Co-op Advertising
Directories
Creative Services
Mission StatementMission Statement Ensure that our campaign consistently:
supports the Marketing Initiatives and builds a brand image while delivering a retail message
translates to the local, regional and international levels
reaches our target audience segments through an effective and efficient media buy
follows all brand identity standards meets quality standards, deadlines, and
budgets
Ensure that our campaign consistently: supports the Marketing Initiatives and builds a
brand image while delivering a retail message translates to the local, regional and
international levels reaches our target audience segments through
an effective and efficient media buy follows all brand identity standards meets quality standards, deadlines, and
budgets
2001 Review2001 Review Selected new advertising agency Launched new campaign
The Power of Being There. Go®
Launched new co-op advertising program Developed reimaging and identity manual Responded to market changes and field input
Gas Card Promotion Triple Miles Thanks for Traveling
Launched new directory format for 2002
Selected new advertising agency Launched new campaign
The Power of Being There. Go®
Launched new co-op advertising program Developed reimaging and identity manual Responded to market changes and field input
Gas Card Promotion Triple Miles Thanks for Traveling
Launched new directory format for 2002
Key 2002 Advertising & Marketing Services Initiatives
Key 2002 Advertising & Marketing Services Initiatives
Increase preference and consideration of our brands
Increase preference and consideration of our brands
Consistent implementation of multi-branded campaign The Power of Being There. Go®
Advertising Collateral Sales promotion Web site
Drive campaign to co-op and local levels Support programs and promotions at national,
regional and local level
Consistent implementation of multi-branded campaign The Power of Being There. Go®
Advertising Collateral Sales promotion Web site
Drive campaign to co-op and local levels Support programs and promotions at national,
regional and local level
Improve brand identity and image
Improve brand identity and image
Generate awareness of brand re-imaging Reimaging campaign Ongoing efforts
Use new identity in all advertising, collateral and electronic vehicles
Expand contents of brand identity manuals Move to electronic formats during 2002
Generate awareness of brand re-imaging Reimaging campaign Ongoing efforts
Use new identity in all advertising, collateral and electronic vehicles
Expand contents of brand identity manuals Move to electronic formats during 2002
Increase awareness of key programs and promotionsIncrease awareness of key programs and promotions
Match promotional offer to environment and season Summer -- leisure Fall -- business, holiday Winter/spring -- business, seniors
Match promotional offer to environment and season Summer -- leisure Fall -- business, holiday Winter/spring -- business, seniors
Improve Co-op Advertising program
Improve Co-op Advertising program
Simplify process and improve structure RVPs in field to work directly with Co-op Chairs
and coordinate with Choice Co-op Ad Team New Co-op Ad Kit
Manual soon to be online Ad templates, photo options, and promotional tie-in
Financial process improvements underway Offer state co-op web pages Promote benefits of program to non-members
to increase hotel participation
Simplify process and improve structure RVPs in field to work directly with Co-op Chairs
and coordinate with Choice Co-op Ad Team New Co-op Ad Kit
Manual soon to be online Ad templates, photo options, and promotional tie-in
Financial process improvements underway Offer state co-op web pages Promote benefits of program to non-members
to increase hotel participation
Enhance directories and online capabilities
Enhance directories and online capabilities
All new 2002 T&V Directory Plans for 2003 and beyond
4-color property photo Beta test and launch online solicitation process CD version for distribution in-room, at trade
show, to Choice Privileges members, etc. Electronic directory Reduce distribution costs
All new 2002 T&V Directory Plans for 2003 and beyond
4-color property photo Beta test and launch online solicitation process CD version for distribution in-room, at trade
show, to Choice Privileges members, etc. Electronic directory Reduce distribution costs
Drive business to our hotelsDrive business to our hotels
Communication Image, awareness, consistency
Value and relevance Programs, promotions, message, timing
Regional and local programs Co-op Advertising Yellow Pages AAA Official Appointment
Communication Image, awareness, consistency
Value and relevance Programs, promotions, message, timing
Regional and local programs Co-op Advertising Yellow Pages AAA Official Appointment
Assistance From IOCAssistance From IOC Staff available for regional meetings:
Consistency and campaign/identity adherence Expanded reach through Co-op Advertising Get wired… the immediacy of online resources
Constructive/ “big picture” input on Needs in the local marketplace, i.e., POP,
implementation issues, etc. Communication and information
Staff available for regional meetings: Consistency and campaign/identity adherence Expanded reach through Co-op Advertising Get wired… the immediacy of online resources
Constructive/ “big picture” input on Needs in the local marketplace, i.e., POP,
implementation issues, etc. Communication and information
Electronic DistributionElectronic Distribution
Mission StatementContinue to aggressively position Choice Hotels International as the leader in all aspects of electronic commerce through automation of internal processes as well as effective and creative management and promotion of our hotels through each channel.
Mission StatementContinue to aggressively position Choice Hotels International as the leader in all aspects of electronic commerce through automation of internal processes as well as effective and creative management and promotion of our hotels through each channel.
2001 Review / 2002 Projections2001 Review / 2002 ProjectionsChannel 2000 2001 2002
ForecastGDS – Travel AgentSABRE, AMADEUS, Galileo andWorldspan (Traditional Travel AgentChannel)
$460 M $385 M(16 % Down))
$355 M(8% Down)
GDS – Consumer DirectGDS Web Sites (i.e. Travelocity)
$25 M $53 M(110 % Up)
$84 M(60% Up)
Pegasus / WorldResConsumer Travel Web Sites (i.e.Expedia)
$49 M $78 M(56% Up)
$102 M(35% Up)
ChoiceHotels.comChoice’s proprietary web site
$96 M $137 M(42% Up)
$184 M(35% Up)
TotalElectronic Distribution
$630 M $652 M(3% Up)
$727 M(11% Up)
Channel 2000 2001 2002Forecast
GDS – Travel AgentSABRE, AMADEUS, Galileo andWorldspan (Traditional Travel AgentChannel)
$460 M $385 M(16 % Down))
$355 M(8% Down)
GDS – Consumer DirectGDS Web Sites (i.e. Travelocity)
$25 M $53 M(110 % Up)
$84 M(60% Up)
Pegasus / WorldResConsumer Travel Web Sites (i.e.Expedia)
$49 M $78 M(56% Up)
$102 M(35% Up)
ChoiceHotels.comChoice’s proprietary web site
$96 M $137 M(42% Up)
$184 M(35% Up)
TotalElectronic Distribution
$630 M $652 M(3% Up)
$727 M(11% Up)
2002 Distribution Forecast
7%
6%
26%
40%
47%
14%
ChoiceHotels.com
VoicePegasus / WorldRes
Consumer Direct
Travel Agents
GDS
2001 Distribution
6%
4%
28%
38%
52%
10%
ChoiceHotels.com
VoicePegasus / WorldRes
Consumer Direct
Travel Agents
GDS
Distribution ChannelsDistribution Channels
Voice & Electronic DistributionCombined
Voice & Electronic DistributionCombined
Channel 2000 2001 2002Forecast
Voice Network $863 M $710 M $642 M
Electronic Distribution $630 M $652 M $727 M
Total ReservationsRevenue Production $1.49 B $1.36 B $1.36 B
Channel 2000 2001 2002Forecast
Voice Network $863 M $710 M $642 M
Electronic Distribution $630 M $652 M $727 M
Total ReservationsRevenue Production $1.49 B $1.36 B $1.36 B
2001 Highlights2001 Highlights
Enhanced Bulk Data Transfers with Galileo and SABRE Implemented an electronic queue process in GDS Electronic Hot Deals on ChoiceHotels.com FIT Rate availability on Travel Agent City Electronic Brochures for 83% of US hotels participating… …
1,000 new brochures received in 2001
Enhanced Bulk Data Transfers with Galileo and SABRE Implemented an electronic queue process in GDS Electronic Hot Deals on ChoiceHotels.com FIT Rate availability on Travel Agent City Electronic Brochures for 83% of US hotels participating… …
1,000 new brochures received in 2001
2001 Highlights Continued2001 Highlights Continued
Photographs of most hotels now available ChoiceHotels.com and Internet Distribution sites
Successful implementation of LGDS supporting regional co-ops
Increased use of imbedded Client IDs and jump pages Implemented online advertising plan (e.g. Travelocity.com,
Travelhero.com, Virtuallythere.com.)
Photographs of most hotels now available ChoiceHotels.com and Internet Distribution sites
Successful implementation of LGDS supporting regional co-ops
Increased use of imbedded Client IDs and jump pages Implemented online advertising plan (e.g. Travelocity.com,
Travelhero.com, Virtuallythere.com.)
2002 Initiatives2002 Initiatives Improve and expand hotel content
Simplify cryptic travel agent info with consumer-friendly content through Worldspan and AMADEUS.
Implement automated content management processes and procedures
Achieve 100% participation in Electronic Brochure program and online photo distribution
Quarterly online customer surveys provide feedback on relevant use issues
Improve and expand hotel content Simplify cryptic travel agent info with consumer-
friendly content through Worldspan and AMADEUS. Implement automated content management processes
and procedures Achieve 100% participation in Electronic Brochure
program and online photo distribution Quarterly online customer surveys provide feedback
on relevant use issues
2002 Initiatives Continued2002 Initiatives Continued
Enhanced automation of GDS rate loading Review and modify load and representation
process for Negotiated Rates Evaluate enhanced automation opportunities
with RFP Express Develop and implement customized rate offers
by channel
Enhanced automation of GDS rate loading Review and modify load and representation
process for Negotiated Rates Evaluate enhanced automation opportunities
with RFP Express Develop and implement customized rate offers
by channel
2002 Initiatives Continued2002 Initiatives Continued Redirect traffic and reservations to ChoiceHotels.com
Implement online media plan and strategy to maximize exposure and traffic to ChoiceHotels.com
Improve online tracking Improve and customize jump pages to ChoiceHotels.com Allow distribution of GDS negotiated rates on ChoiceHotels.com Expand XML connections with wholesalers, agencies and
affiliates Enhance ChoiceHotels.com position/placement on primary search
engines Activate state entry pages on ChoiceHotels.com for local and
regional use
Redirect traffic and reservations to ChoiceHotels.com Implement online media plan and strategy to maximize exposure
and traffic to ChoiceHotels.com Improve online tracking Improve and customize jump pages to ChoiceHotels.com Allow distribution of GDS negotiated rates on ChoiceHotels.com Expand XML connections with wholesalers, agencies and
affiliates Enhance ChoiceHotels.com position/placement on primary search
engines Activate state entry pages on ChoiceHotels.com for local and
regional use
2002 Initiatives Continued2002 Initiatives Continued
Establish process to protect electronic use of Choice related domain names and marks. Establish and administer global policy Consistent communication with licensees, field and
other related parties Implement software to administer new policy and
identify proper use of critical brand identifiers.
Establish process to protect electronic use of Choice related domain names and marks. Establish and administer global policy Consistent communication with licensees, field and
other related parties Implement software to administer new policy and
identify proper use of critical brand identifiers.
2002 Initiatives Continued2002 Initiatives Continued ChoiceHotels.com redesign
Work group to prioritize results of external research and oversee RFP development and vendor review
Implement trip routing and advanced mapping (multi-plotting)
Review regional site needs and opportunities Enhance and leverage Electronic Hot Deals Bring Choice’s entire web presence into campaign creating
a consistent message on all consumer and travel industry touch points
ChoiceHotels.com redesign Work group to prioritize results of external research and
oversee RFP development and vendor review Implement trip routing and advanced mapping (multi-
plotting) Review regional site needs and opportunities Enhance and leverage Electronic Hot Deals Bring Choice’s entire web presence into campaign creating
a consistent message on all consumer and travel industry touch points
Assistance from IOCAssistance from IOC Advise hotels that review and updates of their hotel data
should be a priority for optimal representation Promote the on-going value of Electronic Brochures Review and update hotel photographs especially, Sleep,
Quality and Comfort Suites as they complete re-imaging Promote consistency in on-property selling strategies both
locally and through Choice Promote ChoiceHotels.com in all local marketing /
collateral Support the Domain Name Use policy and procedures
upon introduction
Advise hotels that review and updates of their hotel data should be a priority for optimal representation
Promote the on-going value of Electronic Brochures Review and update hotel photographs especially, Sleep,
Quality and Comfort Suites as they complete re-imaging Promote consistency in on-property selling strategies both
locally and through Choice Promote ChoiceHotels.com in all local marketing /
collateral Support the Domain Name Use policy and procedures
upon introduction
Voice Reservations NetworkVoice Reservations Network
Mission StatementTo provide a cost-effective, customer service oriented, global voice reservations process that optimizes technology and customer retention sales techniques for selling advance reservations at Choice branded hotels.
Mission StatementTo provide a cost-effective, customer service oriented, global voice reservations process that optimizes technology and customer retention sales techniques for selling advance reservations at Choice branded hotels.
2001 Review2001 Review
Reservations was split into an Electronic division (consisting of GDS, Internet distribution) and a Voice division in January 2001 to better focus on channels of distribution
Choice aggressively reduced costs to maintain competitive reservations fees and focus on core business of serving customers
Consolidation of 7 North American Call Centers into 2 was completed in November 2001
The North American Call Center Network was managed to the call volume and capacity required
Reservations was split into an Electronic division (consisting of GDS, Internet distribution) and a Voice division in January 2001 to better focus on channels of distribution
Choice aggressively reduced costs to maintain competitive reservations fees and focus on core business of serving customers
Consolidation of 7 North American Call Centers into 2 was completed in November 2001
The North American Call Center Network was managed to the call volume and capacity required
2001 Review Continued2001 Review Continued Consolidation resulted in no decline in service levels for 2001
Seamless transition: no impact to Customer Relations, Group Sales or the Choice Privilege Membership Service Center during transition
Sales conversion improved Cost Savings of over $2.5 million
Reduced overhead and labor costs by utilizing most cost effective call center locations
Training efforts can be more focused, increasing conversion Reductions in call volume means additional cost savings in labor,
telecom and overhead Continued cost savings from a more rapid implementation of new
technologies (less facilities = lower cost and faster deployment
Consolidation resulted in no decline in service levels for 2001 Seamless transition: no impact to Customer Relations, Group
Sales or the Choice Privilege Membership Service Center during transition
Sales conversion improved Cost Savings of over $2.5 million
Reduced overhead and labor costs by utilizing most cost effective call center locations
Training efforts can be more focused, increasing conversion Reductions in call volume means additional cost savings in labor,
telecom and overhead Continued cost savings from a more rapid implementation of new
technologies (less facilities = lower cost and faster deployment
Performance ReviewPerformance Review
2000 2001Target
2001Achieved
Average Speed of Answer(in seconds)
12.6 15 10.4
Abandonment 3.3% 3.0% 3.0%
Conversion 32.8% 32.8% 33.3%
Average Talk Time(in seconds)
178.7 180 182.5
Calls Handled 17.3 M 15.6 M 13.7 M
2000 2001Target
2001Achieved
Average Speed of Answer(in seconds)
12.6 15 10.4
Abandonment 3.3% 3.0% 3.0%
Conversion 32.8% 32.8% 33.3%
Average Talk Time(in seconds)
178.7 180 182.5
Calls Handled 17.3 M 15.6 M 13.7 M
2002 Distribution Forecast
7%
6%
26%
40%
47%
14%
ChoiceHotels.com
VoicePegasus / WorldRes
Consumer Direct
Travel Agents
GDS
2001 Distribution
6%
4%
28%
38%
52%
10%
ChoiceHotels.com
VoicePegasus / WorldRes
Consumer Direct
Travel Agents
GDS
Distribution ChannelsDistribution Channels
2002 Plan2002 Plan
Choice branded product will be sold in a non-brand centric (all brands) process based on the migration of the corporate advertising to use 1-800-4-CHOICE
Brand selling (when brand 800 # called) will follow the brand search process until guest initiates a cross sell opportunity
A more sales-oriented, customer focused selling approach will be used to improve sales conversion rate while improving quality of service (33.3% conversion in 2001)
Improve property database information content and inventory Implement new call routing technology to better distribute calls and
improve network performance
Choice branded product will be sold in a non-brand centric (all brands) process based on the migration of the corporate advertising to use 1-800-4-CHOICE
Brand selling (when brand 800 # called) will follow the brand search process until guest initiates a cross sell opportunity
A more sales-oriented, customer focused selling approach will be used to improve sales conversion rate while improving quality of service (33.3% conversion in 2001)
Improve property database information content and inventory Implement new call routing technology to better distribute calls and
improve network performance
2002 Plan Continued2002 Plan Continued
Introduction of electronic voice response system (IVR) for Choice Privilege MSC (providing 24/7 automated access to member account information)
Implement a work at home sales agent network in Minot and Grand Junction
Improve customer relations process to incorporate best practice policies and procedures for both consumer and licensee
The voice Call Center network will aggressively work to control costs by improving staff work flow efficiencies and improve calls per paid hour ratios
Introduction of electronic voice response system (IVR) for Choice Privilege MSC (providing 24/7 automated access to member account information)
Implement a work at home sales agent network in Minot and Grand Junction
Improve customer relations process to incorporate best practice policies and procedures for both consumer and licensee
The voice Call Center network will aggressively work to control costs by improving staff work flow efficiencies and improve calls per paid hour ratios
IOC AssistanceIOC Assistance Provide leadership role in the use of Optimal Rate
(formerly known as Option “D”) inventory rate control Provide a leadership role in the use and promotion of
SED to all Choice property GM’s Offer suggestions to improve customer relations
practices and help promote quick responses at the property level
Continually analyze and review rate and information content for both your and your regional hotels to improve consumer and reservation agent sales opportunities
Provide leadership role in the use of Optimal Rate (formerly known as Option “D”) inventory rate control
Provide a leadership role in the use and promotion of SED to all Choice property GM’s
Offer suggestions to improve customer relations practices and help promote quick responses at the property level
Continually analyze and review rate and information content for both your and your regional hotels to improve consumer and reservation agent sales opportunities
Protect and grow existing leisure market share Increase our share of mix from business travelers Continue to create breakthrough advertising Develop strong regional/local programs and promotions Enhance brand identity Simplify the selling process Improve minimum brand standards and business delivery Globalize key marketing programs Optimize distribution channels Improve CHI/licensee communication
Protect and grow existing leisure market share Increase our share of mix from business travelers Continue to create breakthrough advertising Develop strong regional/local programs and promotions Enhance brand identity Simplify the selling process Improve minimum brand standards and business delivery Globalize key marketing programs Optimize distribution channels Improve CHI/licensee communication
In Summary…In Summary…
Consumer 4%
New Hotels3%PR
2%
Corp Alloc.12%
Sales/ Inter.10%
Advertising/ Directory
57%
Brands5%
Surplus/ Payback
7%
Consumer 4%
New Hotels3%PR
2%
Corp Alloc.12%
Sales/ Inter.10%
Advertising/ Directory
57%
Brands5%
Surplus/ Payback
7%
20012001 20022002
Total Projected Revenue: $54.7 millionTotal Projected Revenue: $54.7 million Total Forecasted Revenue: $57.4 millionTotal Forecasted Revenue: $57.4 million
Marketing Fund AllocationMarketing Fund Allocation
Consumer 4%
New Hotels3%
PR2%
Corp Alloc.10%
Sales/ Inter.7%
Advertising/ Directory
66%
Brands4%
Surplus/ Payback
4%
Consumer 4%
New Hotels3%
PR2%
Corp Alloc.10%
Sales/ Inter.7%
Advertising/ Directory
66%
Brands4%
Surplus/ Payback
4%
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