GUEST DELIVERY Powerful and Hyper-local Sales & Marketing Initiatives
Bill Linehan EVP & CMO
REINVENT REENERGIZE REIMAGINE REMAKE
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Over time, brands have been known to… Change to become relevant • Chevrolet / GM • Ford • Chrysler • Hyandai • Ramada Rennaissance • Suburban Lodge • Baymont Inns & Suites • Four Points by Sheraton • Best Western
Evolve with market shiEs • IBM • Apple • United • WesIn • Holiday Inn • LaQuinta • Hilton • MarrioK
Good brands survive trouble • Tylenol • Tiger Woods • Audi • Target • Delta • Sheraton • HyaK
Some die from dysfuncIon • Kmart • Montgomery Ward • Datsun – PonIac – Saturn • Kodak • Ramada • Bennigans • Garanamals • Blackberry • Howard Johnsons
We will not tolerate dysfunctional branding. We will evolve and survive to become a preference to owners, consumers and associates.
REINVENT REENERGIZE REIMAGINE REMAKE
Our Goal
Increase Bookings, Reduce Costs RLHC Corporate Sales and Marketing Exists to do two things… 1. Increase Bookings 2. Reduce Costs Guest Delivery 4
INCREASE BOOKINGS, DECREASE COSTS
So what’s our strategy? Adjust our strategy to our customers needs: This is how we change, evolve and survive
NOW
Optimize COS & ROI
LATER Deliver a uniquely ownable positioning that resembles who we (and they) aspire us to be Guest Delivery 5
INCREASE BOOKINGS, DECREASE COSTS
Our Guests’ Objectives
Our Service Culture
Our Hotel Programming Guest Delivery 6
MARKETING
SALES
Collaborating Sales with Marketing Hotel
Push via Nego5a5ons
Direct Sales
Profits through sales volume
STARTING POINT
FOCUS
REQUIRES
RESULTS
Market
Pull from Consumer Needs
Integrated Marke5ng
Profits through customer sa5sfac5on Guest Delivery 7
Our RLHC Marketing Ecosystem
CRS
+
CRO
+
CRM
+
RMS
+
CMS
+
IMS
+
BI
New Central Reservation System (CRS) New Central Reservation Office (CRO) 1st Customer Relationship Management (CRM) 1st Revenue Management System (RMS) New Content Management System (CMS) New Web Operations 1st Internet Marketing Services (IMS) & Field Marketing New Business Intelligence (BI) & reporting
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Marketing & Deployment
GOAL Increase bookings, reduce costs STRATEGY Unique brand posiIoning (consumer),
Branding
Planning & Accountability
DIGITAL MARKETING
Content Management eCommerce & Merchandising Search Engine OpImizaIon
MarkeIng Strategy PosiIoning Strategic Alliances Systems Delivery & OperaIng Pla^orm
CHANNEL MARKETING
TargeIng & RetargeIng Customer RelaIonship Management Direct MarkeIng & PersonalizaIon Channel Management
KPIs & Management Dashboards CompeIIve Analysis Service InnovaIons & Programming MulI-‐Channel PromoIons & Campaigns
CRO/CRS & Res Capture Business Intelligence & Analysis CommunicaIons
ROI & COS Analysis Field ReporIng
compelling economics & support assurances (owner), with momentum (IR)
WORK Brand Management + CommunicaIons + STREAMS DistribuIon Services & Digital MarkeIng + Planning & NBD Support
ECOSYSTEM REVPAK FOUNDATION Healthy Business Acumen: ConInually
evolving strategy and tacIcal plan, financial prudence and controls, and accountability with balanced scorecards
TRADITIONAL MARKETING
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DIGITAL MARKETING & OMNI-CHANNEL CAMPAIGNS
Drive Bookings and Return on Investment
1500% ROI $15:$1
For every dollar spent we returned $15
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Multi-channel Campaigns We achieve a high return on investment and drive bookings with marketing initiatives such as:
Email
Social Media
Channels
PPC
Banner Ads Guest Delivery System | Digital Marketing 12
Multi-Channel Campaigns
When these marketing initiatives work together With the same message and promotional offer
We build a powerful campaign across multiple digital channels MULTI-CHANNEL CAMPAIGN Guest Delivery System | Digital Marketing 13
Multi-channel Campaigns The whole is greater than the sum of its parts With one cohesive marketing campaign, build stickiness and traction across channels and dramatically increase revenue.
1
2
3
When? When is the best time to reach this target segment for the greatest impact and ROI?
What? What campaign message will resonate with the target segment and what channels will effectively reach this audience?
Who? Who is the target customer segment?
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Customer Segment Travel Planning Process
Search
Social Media
Visits 21 touch points
Reads TripAdvisor Reviews Compares prices across sites
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Campaign Goals Primary Goals and Secondary Goals
1
Increase Occupancy The main goal of the campaign is to increase bookings at Red Lion Hotels.
2
Increase Brand Awareness This campaign will expand brand awareness and loyalty among the brands customer segments.
Secondary Goals • • • •
Increase Website Traffic Increase Email List Increase Length of Stay Increase Email List
• • • •
Target a Particular Segment Increase ADR Increase Loyalty Customers Generate Social Media Buzz
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Core Initiatives
Promo Slide
Promo Email
SEM
Google Display Network
Banner Creative
Social Media
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Core Media Primary Online media networks
TRIPADVISOR
SOJERN
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LTO & Sweepstakes Apps Innovative engagement tools for multi-channel campaigns
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PAST CAMPAIGNS Promotion Results
2015 RLHC Winter Promotion
Offer Summary •
Stay with Red Lion Hotels this winter and enjoy a 20% room discount.
•
Travelers will be entered to win a complimentary vacation for sharing their email address and New Year’s Resolution.
•
Throughout 2015 RLHC will continue to provide exclusive and personalized offers leveraging the CRM to further tailor our customer’s travel experiences.
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2015 RLHC Winter Promotion Theme: Resolve to Explore More Duration: January 1 - January 31, 2015
Objectives: 1. Increase bookings 2. Increase brand awareness 3. Build Email Marketing List
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2015 RLHC Winter Promotion
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2015 RLHC Winter Promotion Campaign Results •
$1,871,695 Revenue
•
12,984 Bookings
•
21,364 Room Nights
•
2,461 Email Sign-ups
•
1365% ROI
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2015 RLHC Spring Promotion
Offer Summary • Stay with Red Lion Hotels this spring and enjoy a 20% room discount. • Extend momentum from the one day Daylight Savings Limited Time Offer
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2015 RLHC Spring Promotion Theme: Spring into Savings Duration: March 9 - April 30, 2015 Objectives 1. Increase Immediate Occupancy : 2. Increase Spring Bookings 3. Increase Brand Awareness
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2015 RLHC Spring Promotion
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2015 RLHC Spring Promotion Campaign Results •
$6,236,013 Revenue
•
45,943 Bookings
•
70,312 Room Nights
•
2,461 Email Sign-ups
•
31,075,552 Ad Impressions
•
1608% ROI
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CURRENT CAMPAIGN Summer
2015 RLHC Summer Promotion
Offer Summary • Interactive mini site with special offers • Variety of special offers dependent on hotels’ summer needs as well as a core offer encouraging more savings for longer stays • Social media engagement with Twitter contest • Extension to follow featuring Guest House and Settle Inn properties with late summer savings
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2015 RLHC Summer Campaign Theme: Capture Your Summer Moment Duration: May 19 – July 31, 2015 Objectives: 1. Increase Occupancy – Target Family Leisure 2. Increase Website Traffic 3. Increase Length of Stay 4. Increase Brand Awareness
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2015 RLHC Summer Campaign
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FIELD MARKETING PROGRAM Bill Linehan EVP & CMO
Sharepoint
(Toggle to Sharepoint)
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Field Marketing Focused on local activation of brand directed initiatives Particular emphasis on digital marketing Extends campaigns to each property Ensures all marketing compliance & optimization Initiate property campaigns Conduit to creative and cooperative marketing Develop local marketing plans & initiatives, report ongoing progress and modify as necessary
fM
FIELD MARKETING
Your go-to for all things marketing FIELD MARKETING Jeremy Scott Senior Director, Field Marketing
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Field Marketing | Objectives Your assigned Field Marketing Director will provide your hotel with the following services :
Manage Campaigns Tripadvisor.com Business Listings & Tripconnect programs. Brand email marketing campaigns . Smart Rates merchandising. Online Travel Agency (OTA) sponsored ad management – TravelAds Activation of additional digital marketing programs as needed (e.g., paid search, display advertising, targeting and retargeting, multi-channel campaigns).
Grow Online Presence Refresh natural search and online content for each property. Local search engine business listing optimization with ongoing updates for search profiles. Tripadvisor.com business listing subscription with quarterly special offering postings and content refreshes.
Active Planning & Reporting Monthly review of account, digital marketing and website performance, online reputation scores and customer sentiment. Quarterly reviews of account using digital health score card
Featured articles in brand blog.
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Field Marketing | Perpetual Merchandising Local campaigns Local SEO, CRM & adaptable templates Scalable services Measurement & accountability
Brand Resources PreparaIon & Planning
Work & Engage
Accountability, Report & Share
Strategies & TacIcs
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Field Marketing | Tripadvisor.com Campaign Management Business Listing
What will this do?
Enhance property content that links to brand website driving direct calls and online bookings.
This will help redirect bookings from OTA/ third party sites to our direct booking engine (website) and reduce our cost of sale.
Business listings will be enhanced to link directly to our brand website and company managed booking channels. We will be adding promotional messages to entice more bookings directly with RLH. The Tripconnect program will garner top placement on TripAdvisor to direct bookings away from third party sites to Redlion.com (utilizing our logo, link & real-time pricing).
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Field Marketing | Brand Email Newsletters Monthly Email Campaigns Hotels can opt into monthly brand newsletters featuring hotel offers along side brand promotions.
What will this do? Help promote brand level and hotel specific offers targeted based on geo location and segmentation through the Serenata CRM.
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Field Marketing | Smart Rates What have we done? Create real-time availability and price promotional banners base on business rules such as “Tonight’s Rate”. What will this do? 75% of online travel website consumers indicate price as a primary purchase reason so the Smart Rate create a “shortcut” to the booking process by displaying real-time rates to increase conversion.
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Field Marketing | Campaign Management: TravelAds What have we done?
What will this do?
Centrally manage Expedia.com TravelAd program to maximize hotel exposure through promotions and top placements ads.
Protect hotel visibility in the search path while promotion local packages and offers to increase bookings and market share.
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Field Marketing | Additional Add-on Digital Marketing
Paid Search
Display Ads
Multi Channel Campaigns
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Field Marketing | Scalable Services Improved services for Field Marketing broken down into three tiers: 1. Basic Tier – All hotels are opted in and funded from the Field Marketing Service fee ($500 per month). 2. Enhanced Tier – Next upgrade from the basic plan. Tier fees are adjusted over the Basic tier per year. 3. Premium Tier – Most robust tier for larger transient market hotels.
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Field Marketing | Accountability & Reporting Purpose: Understanding the effectiveness of marketing strategy and tactics. Tools: Your Field Marketing Director will provide the following reports. These reports are designed to give accountability with weekly summary updates and transparency in performance. Weekly Action Summary
Monthly Performance Report Card
Quarterly SEO w/ BrightEdge SEO Report
• Status updates for all work underway in the following categories: Marketing calendar, Digital Marketing, Brand initiatives, Sales support, Reputation management and Property action items.
• Overview of performance measured over time for the following areas: Channel contribution, Hotel performance, Reputation management, Guest Relations, Web Stats and CRM.
• Natural search optimization performance in the following areas: Web traffic, Key word rankings (Top 25), Competitor benchmarking and Opportunity key words.
Biannual Strategy Report • Provide overview of website performance, digital marketing effectiveness, SEO and Social Media recommendations.
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Field Marketing | Team Resources
RLHC Brand Marketing RLHC Distribution Services & Channel Management RLHC Field Marketing
For more information, contact: Jeremy Scott | Senior Director, Digital Marketing
[email protected] T: 509-777-6476 | M: 509-951-6689
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NATIONAL SALES Harry Sladich EVP, Hotel Operations & Sales
National Sales | RLHC Sales Culture
The easiest, most responsive and friendly hospitality company to do business with
Its about hospitality hos·pi·tal·i·ty, ˌhäspəˈtalədē/ noun: hospitality – the friendly and generous reception and entertainment of guests, visitors, or strangers. relating to or denoting the business of housing or entertaining visitors. "the hospitality industry
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National Sales | RLHC Sales Culture Our principles Our customers are our number one priority We answer the phone, voice mail is a last resort We thank the customer, it’s the first and last thing we do We seek out, and urgently and thoughtfully respond to every opportunity We seek first to understand, then to be understood by qualifying every opportunity 6. We present a relevant solution, before the price 7. We close business 1. 2. 3. 4. 5.
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National Sales | RLHC Sales Culture Manage key accounts and prospect for new opportunity within vertical market segments.
Delivering results through valued connections, lead and revenue generation and task force sales effectiveness.
Generate qualified leads and strategize with hotel partners to close business. Represent RLHC to generate interest and leads at the most relevant meetings and travel industry trade shows and events. Plan and conduct highly productive sales missions in key markets. Provide our hotel partners with revenue generation and sales training solutions through our skillful, practiced task force
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National Sales | RLHC Segments Delivering results through market segment deployment
Sports & Team Travel
Group Market Segment Mix
Leisure Market, Tour and FIT
Tour, 12%
SMERF , 22%
Govt., 10%
Business Travel & Preferred Corporate Corp, 15%
Sports, 20%
Government Assocation, 20%
SMERF & Association
Tour
Govt.
Sports
Assocation
Corp
SMERF
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National Sales | Sports & Teams Collegiate Athletic Sponsorships & Partnerships – Big Sky Conference – Northwest Athletic Conference – GNAC – WCC – Cascade Conference – WSU, EWU Cooperative Ad and Sponsor opportunities
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National Sales | Sports & Teams Trade Shows • AFCA Coaches • TEAMS Conference
Direct Sales • Sports Commission Networks • Youth Sports Organizations • Sports Team Packages • Over 3000 Sports Related Decision Makers
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National Sales | Leisure, Tour & FIT Key Account Management & Partners American Tours International (ATI) Collette Vacations Destination Holidays Globus & Cosmos GTA & Allied Tpro Shine USA Tourico Travalco Trade Shows American Bus Association National Tour Association Go West Summit US Travel - IPW Pow Wow TAP Travel Marketplace
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National Sales | Leisure, Tour & FIT
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National Sales | Business Travel & Preferred Corporate Consortia & TMC Partnerships American Express ABC Travel BCD Travel Carlson Wagonlit Thor Travel & Transport Key Account Management Bank of America Burlington Northern Kiewett Microsoft Xerox
Boeing Conoco Kroger UPS
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National Sales | Business Travel & Preferred Corporate Annual Business Travel RFP Process Consultative Guidance Lanyon & Hotelligence Expertise Central RFP process Trade Shows Global Business Travel Association Regional Business Travel Associations Meeting Professionals International WEC
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National Sales | Government/Military Key Agency Contract Partners Long term military contracts Bidding preferences Government Presence FedRooms General Services Administration www.sam.gov Trade Shows Society of Government Meeting Planners HSMAI Meet – Washington DC Regional PTAC Supplier Conferences
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National Sales | SMERF/Association Key Account Management State & Regional Associations National Associations (education & government) Reunion Friendly Network Arrowhead Conferences & Events
Trade Shows Religious Conference Management Association (RCMA) Christian Conference Management Association (CMCA) Key State Association Conferences
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National Sales | 2015 Sales Missions Gaining Share & Building Stronger Relationships Coordinated Direct Sales & Customer Events Baltimore Boise New York Phoenix Portland, OR Sacramento Seattle San Francisco Washington DC
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National Sales | Group Booking Made Easy Easy Group Booking Desk Simple, no-hassle, contract free booking for groups of 25 peak rooms or less •
Meetings Made Easy
•
Team Travel Made Easy
•
Group Tours Made Easy
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National Sales | Promotions & Selling Tools
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National Sales | Expertise On Call Task Force Services Increase Revenue Prospecting Direct Sales Calls Sales Blitzes and Customer Events Strategize and Steal Share Key Account or Market Customer Acquisition Competitive Analysis & Target Planning Hotelligence Target Account Planning Increase Productivity Sales Process Training Standards & Best Practices
Task Force EvaluaCon -‐ Accountable to Results “Lisa made sure that the team is taking
advantage of every tool possible at their disposal. She made sure every compeCCve advantage is being applied to obtain new and the return of old business. Also implemented procedures allow the team to perform more effecCvely as a whole. Look forward to working with her again.” Gurbir Sandhu Managing Director and Owner, Red Lion Hotel Wenatchee
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National Sales | Collaborate For Results Join Us Trade shows Customer Events Strategize and Steal Share Contact market expert Be hospitable Make it easy for our customers Generate repeat business for you…for others
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