guest delivery · new central reservation office (cro) 1st customer relationship management (crm)...

Bill Linehan EVP & CMO

GUEST DELIVERY Powerful and Hyper-local Sales & Marketing Initiatives

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.

Increase Bookings, Reduce Costs

RLHC Corporate Sales and Marketing Exists to do two things…

1.  Increase Bookings 2.  Reduce Costs

Our Goal

REINVENT REENERGIZE REIMAGINE REMAKE

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So what’s our strategy? Adjust our strategy to our customers needs: NOW Optimize COS & ROI LATER Deliver a uniquely ownable

positioning that resembles who we (and they) aspire us to be

INCREASE BOOKINGS, DECREASE COSTS

This is how we change, evolve and

survive

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Our Hotel Programming

Our Service Culture

Our Guests’ Objectives

INCREASE BOOKINGS, DECREASE COSTS

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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

SALE

S M

AR

KETI

NG

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Our RLHC Marketing Ecosystem

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

CRS CRO CRM RMS CMS IMS BI + + + + + +

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Marketing & Deployment

GOAL

STRATEGY

WORK STREAMS

ECOSYSTEM

FOUNDATION

Increase bookings, reduce costs

Unique brand posiIoning (consumer), compelling economics & support assurances (owner), with momentum (IR)

Brand Management + CommunicaIons + DistribuIon Services & Digital MarkeIng + Planning & NBD Support

REVPAK

Healthy Business Acumen: ConInually evolving strategy and tacIcal plan, financial prudence and controls, and accountability with balanced scorecards

DIGITAL MARKETING

Content Management eCommerce & Merchandising Search Engine OpImizaIon

CHANNEL MARKETING

TRADITIONAL MARKETING

Branding Planning & Accountability

TargeIng & RetargeIng Customer RelaIonship Management Direct MarkeIng & PersonalizaIon Channel Management

CRO/CRS & Res Capture Business Intelligence & Analysis CommunicaIons

MarkeIng Strategy PosiIoning Strategic Alliances Systems Delivery & OperaIng Pla^orm

KPIs & Management Dashboards CompeIIve Analysis Service InnovaIons & Programming MulI-‐Channel PromoIons & Campaigns

ROI & COS Analysis Field ReporIng

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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:


Channels

Email

PPC

Banner Ads

Social Media

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

With one cohesive marketing campaign, build stickiness and traction across channels and dramatically increase revenue.

Multi-channel Campaigns

The whole is greater than the sum of its parts

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3Who? Who is the target customer segment?

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?

Search

Social Media

Visits 21 touch points

Reads TripAdvisor

Reviews

Compares prices

across sites

Customer Segment Travel Planning Process


Campaign Goals

1 2Increase Occupancy The main goal of the campaign is to increase bookings at Red Lion Hotels.

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

Increase Brand Awareness This campaign will expand brand awareness and loyalty among the brands customer segments.

Primary Goals and Secondary Goals


Promo Slide

Promo Email SEM

Google Display

Network

Banner Creative

Social Media

Core Initiatives


TRIPADVISOR SOJERN

Primary Online media networks

Core Media


LTO & Sweepstakes Apps

Innovative engagement tools for multi-channel campaigns


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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Theme: Resolve to Explore More

Duration: January 1 - January 31, 2015

Objectives: 1.  Increase bookings

2.  Increase brand awareness

3.  Build Email Marketing List




Campaign Results •  $1,871,695 Revenue •  12,984 Bookings •  21,364 Room Nights •  2,461 Email Sign-ups •  1365% ROI

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



Theme: Spring into Savings

Duration: March 9 - April 30, 2015

Objectives:

1.  Increase Immediate Occupancy

2.  Increase Spring Bookings

3.  Increase Brand Awareness




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

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

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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

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 Your go-to for all things marketing

f M F I E L D M A R K E T I N G

FIELD MARKETING Jeremy Scott Senior Director, Field Marketing

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Field Marketing | Objectives

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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.

Featured articles in brand blog.

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

Your assigned Field Marketing Director will provide your hotel with the following services :

Field Marketing | Perpetual Merchandising

Brand Resources

Strategies & TacIcs

PreparaIon & Planning

Work & Engage

Accountability, Report & Share

Local campaigns

Local SEO, CRM & adaptable templates

Scalable services

Measurement & accountability

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Field Marketing | Tripadvisor.com Campaign Management

Business Listing

Enhance property content that links to brand website driving direct calls and online bookings.

What will this do?

This will help redirect bookings from OTA/third party sites to our direct booking engine (website) and reduce our cost of sale.

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).

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.

� � �

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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?

Centrally manage Expedia.com TravelAd program to maximize hotel exposure through promotions and top placements ads.

What will this do?

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

• Status updates for all work underway in the following categories: Marketing calendar, Digital Marketing, Brand initiatives, Sales support, Reputation management and Property action items.

Monthly Performance Report Card

• Overview of performance measured over time for the following areas: Channel contribution, Hotel performance, Reputation management, Guest Relations, Web Stats and CRM.

Quarterly SEO w/ BrightEdge SEO Report

• 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 Field Marketing

RLHC Brand Marketing

RLHC Distribution Services & Channel Management

For more information, contact: Jeremy Scott | Senior Director, Digital Marketing

[email protected] T: 509-777-6476 | M: 509-951-6689

Field Marketing 45

Harry Sladich EVP, Hotel Operations & Sales

NATIONAL SALES

National Sales | RLHC Sales Culture

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

The easiest, most responsive and friendly hospitality company to do business with

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Our principles 1.  Our customers are our number one priority 2.  We answer the phone, voice mail is a last resort 3.  We thank the customer, it’s the first and last thing we do 4.  We seek out, and urgently and thoughtfully respond to every opportunity 5.  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


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Manage key accounts and prospect for new opportunity within vertical market segments. 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

Delivering results through valued connections, lead and revenue generation and task force sales effectiveness.


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Sports & Team Travel

Leisure Market, Tour and FIT

Business Travel & Preferred Corporate

Government

SMERF & Association

Delivering results through market segment deployment

National Sales | RLHC Segments

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Tour, 12%

Govt., 10%

Sports, 20%

Assocation, 20%

Corp, 15%

SMERF , 22%

Group Market Segment Mix

Tour Govt. Sports Assocation Corp SMERF

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 Boeing Burlington Northern Conoco Kiewett Kroger Microsoft UPS Xerox

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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

Coordinated Direct Sales & Customer Events Baltimore Boise New York Phoenix Portland, OR Sacramento Seattle San Francisco Washington DC

Gaining Share & Building Stronger Relationships

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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

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 Services

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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

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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guest delivery · new central reservation office (cro) 1st customer relationship management (crm)...

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