Priority Club RewardsSomerston hotels

March 5th 2010

Agenda

• Introduction

• PCR Standards

• Enrol for rewards

• Best Practices

• Questions

PCR Members...

stay more pay more cost less!

+ =

Priority Check-In for Gold and Platinum Members Extended Check-Out

Hotel Room Upgrades for Platinum Members

Enrolment Verifying Point Balance Reward Nights

Member Recognition at Check-In

Guaranteed Room Availability Signage and Applications

Priority ClubTraining

Complimentary Newspaper Express Check-Out

PCR Standards

Reward Night Standard – NOT A NEW STANDARD

Standard Overview - All hotels must accept Reward Night reservations. All hotel benefits (excluding Platinum upgrades) must be honoured for Priority Club Rewards members in conjunction with their Reward Night stays.

Compliance of Standard 5% inventory availability, measured on a random basis once per month, 3 times per quarter. Threshold = 100% compliance. Measurement will be on a calendar quarter basis.

Compliance Fees Hotels that fail the standard on consecutive quarters will be penalized US$500 on their monthly PCR invoice from IHG.

To meet the Reward Night Standard

• All hotels must accept Reward Night reservations

• Members must receive the same level or service and hotel benefits that they normally receive on paid stays, excluding complimentary upgrades for Platinum members • Reward Night inventory equal to 5% of the hotel’s guest room inventory will be allocated in the HOLIDEXPlus system for both PERFORM/HIRO and non-PERFORM/HIRO hotels

• The recommended price point for the IVANI (Reward Night) rate code is 5% off C1.

Priority Club Training Standard

• Standard Overview - Priority Club Rewards training must be completed annually as specified by

Priority Club Rewards. Approved Priority Club Rewards material must be included in hotel New

Employee Orientation programme.

• Specifications of Standard - Completion of required training by assigned period.

• Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized US$500 on

their monthly PCR invoice from IHG.

In EMEA : Hotel GM, PCR Champion and 2 other hotel employees must review the relevant Modules in PCR Expert and pass the post test with 100% scores on each to meet the PCR Training Standard.

Measurement of the Training Standard will begin effective 05 October 2009.

Enrolment Standard

Standard Overview - All hotels must enrol a monthly minimum number of guests into

Priority Club Rewards.

Compliance of Standard - Assigned quarterly thresholds of Qualified Enrolments per chart

below.

Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized

US$500 on their monthly PCR invoice from IHG.

To meet the Enrolments Standard:

• All hotels must enrol a minimum number of guests into Priority Club Rewards.

• Enrollment minimums will be based on both IHG brand affiliation and hotel size as shown

below.

• To ensure that your hotel receives credit for all enrolments and that your enrolments are

Qualified Enrolments” – please follow these steps:

Enrolment Standard

Enrolment Efficiency by owner group 2009

UK+Ireland Enrolment Efficiency 2009

0.0%2.0%

4.0%6.0%

8.0%10.0%12.0%

14.0%16.0%

18.0%20.0%

Enrolment Efficiency by owner group 2009

UK +I reland Enrolment Efficiency 2009

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%20.0%

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UK+Ireland Enrolment Efficiency 2009

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Hotel Mnemonic Hotel Name 2008 2009 +/-

BHXBP BIRMINGHAM OLDBURY M5, JCT.2 0.8% 10.0% 9.2%

SWSSA SWANSEA-WEST M4, JCT.43 3.7% 5.9% 2.2%

ORMGP NORTHAMPTON M1, JCT.15 1.6% 5.1% 3.4%

NPTCS NEWPORT 3.2% 4.3% 1.2%

MLKEP MILTON KEYNES 1.0% 4.3% 3.3%

DBYUK DERBY PRIDE PARK 0.4% 4.2% 3.8%

EAMLC LINCOLN CITY CENTRE 1.5% 4.1% 2.6%

DOTWC DROITWICH M5, JCT.5 1.0% 3.8% 2.8%

LONHS LONDON-HAMMERSMITH 2.1% 3.6% 1.5%

LEECC LEEDS CITY CENTRE 0.3% 3.4% 3.1%

EMLAP EAST MIDLANDS AIRPORT 1.5% 3.3% 1.8%

LTNSP HEMEL HEMPSTEAD 0.3% 3.2% 3.0%

MCHSK MANCHESTER-SALFORD QUAYS 0.3% 3.0% 2.8%

WARUK WARWICK M40, JCT.15 0.7% 3.0% 2.3%

XQDBF BEDFORD 1.0% 2.9% 1.9%

QQZBA BATH 0.4% 2.8% 2.5%

XWHUK STOKE ON TRENT 2.6% 2.8% 0.2%

EXEUK EXETER M5, JCT. 29 0.7% 2.8% 2.0%

Hotel Mnemonic Hotel Name 2008 2009 +/-

CBGCC CAMBRIDGE 2.0% 2.7% 0.7%

LONGM LONDON-GREENWICH A102 (M) 1.1% 2.7% 1.6%

DFBUK DARTFORD BRIDGE 0.5% 2.5% 2.0%

NCLJB NEWCASTLE CITY CENTRE 0.5% 2.4% 1.9%

TNTUK TAUNTON M5, JCT.25 0.5% 2.4% 2.0%

INVUK INVERNESS 0.8% 2.3% 1.5%

BRSNR BRISTOL-NORTH 0.3% 2.3% 2.0%

SWIWE SWINDON-WEST M4,JCT.16 0.2% 2.3% 2.1%

LONCFLONDON-CHINGFORD-NORTH

CIRCULA 0.3% 2.2% 1.9%

GLWAP GLASGOW AIRPORT 0.0% 2.1% 2.1%

EDBLH EDINBURGH-WATERFRONT 0.4% 1.8% 1.4%

SIRUK STIRLING 0.0% 1.5% 1.5%

LTNAP LONDON-LUTON AIRPORT 0.9% 1.4% 0.5%

GLWST GLASGOW CITY-RIVERSIDE 0.1% 1.2% 1.1%

Q3 2009   Q4 2009     Q1 2010  

HOTEL NAMEHOLIDEX

Reward Nights

Enrolments Reward Nights Enrol+ments

Training Enrolments

Training

Birmingham Oldbury M5, Jct.2 BHXBP OK OK OK OK OK Off target OK

Bristol-North BRSNR OK Cure OK OK OK Off target OK

Cambridge CBGCC OK OK OK OK OK Off target OK

Dartford Bridge DFBUK OK OK OK OK OK Off target OK

Droitwich M5, Jct.5 DOTWC OK OK OK OK OK OK OK

Lincoln City Centre EAMLC OK OK OK OK OK OK OK

Edinburgh-Waterfront EDBLH OK Cure OK OK OK Off target OK

Exeter M5, Jct. 29 EXEUK OK OK OK OK OK OK OK

Glasgow Airport GLWAP OK OK OK OK OK OK OK

Glasgow City-Riverside GLWST OK OK OK OK OK OK OK

Inverness INVUK OK OK OK OK Cure OK OK

Leeds City Centre LEECC OK OK OK OK OK Off target OK

London-Chingford-North Circula LONCF OK Cure OK OK OK Off target OK

London-Greenwich A102 (M) LONGM OK OK OK OK OK Off target OK

London-Luton Airport LTNAP OK OK OK OK OK Off target OK

Hemel Hempstead LTNSP OK Cure OK Assess OK OK OK

Newcastle City Centre NCLJB OK OK OK OK Cure OK OK

Newport NPTCS OK OK OK OK OK OK OK

Northampton M1, Jct.15 ORMGP OK OK OK OK OK OK OK

Bath QQZBA OK OK OK OK OK OK OK

Swindon-West M4,Jct.16 SWIWE OK Cure OK OK OK Off target OK

Swansea-West M4, Jct.43 SWSSA OK OK OK OK OK OK OK

Taunton M5, Jct.25 TNTUK OK OK OK Cure Cure OK OK

Stoke on Trent XWHUK OK OK OK Cure OK OK OK

Q3 2009   Q4 2009     Q1 2010  

HOTEL NAMEHOLID

EXReward

NightsEnrolm

ents Reward Nights Enrol+ments

Training Enrolments

Training

Derby Pride Park DBYUK OK OK OK OK Cure OK Cure

East Midlands Airport EMLAP OK OK OK Cure Cure OK Cure

London-Hammersmith LONHS OK OK OK OK Cure OK Cure

Manchester-Salford Quays MCHSK OK Cure OK OK Cure Off target Cure

Milton Keynes MLKEP OK OK OK OK Cure OK Cure

Stirling SIRUK OK OK OK Cure Cure OK Cure

Warwick M40, Jct.15 WARUK OK OK OK Cure Cure OK Cure

Bedford XQDBF OK OK OK OK Cure OK Cure

Hotel facing assessment

Member Recognition Standard

• Standard Overview - All hotels must recognize PCR members and recognize their elite status during

check-in.

• Compliance of Standard - Hotels in regions outside of North America will be measured for compliance as

the GuestView system is incorporated> Measurement will be conducted on a calendar basis. In the

Europe, Middle East and Africa region this standard is subject to the GuestView system being

operational, currently expected by Q3 2010.

• Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized US$500 on

their monthly PCR invoice from IHG.

– Hotels have an initial 12 months to hit this standard once the GuestView sysem is incorporated.

TO MEET THE MEMBER RECOGNITION STANDARD:

• Each morning hotels must retrieve the PCR Guest Arrival List through the property

PMS to identify PCR members arriving at hotel.

• Hotels must greet members and recognise their Elite status at time of check-in.

Enrol for Rewards is our new, refreshed, global staff incentive scheme that rewards front desk teams for recruiting new members to Priority Club Rewards.

The new initiative is designed to bring you an enhanced set of tools to make it easier for you and your team to achieve the new standards set for the year ahead and to earn great rewards in the process.

Enrol for Rewards...

Launch pack

In early January a launch pack containing a cover letter to the General Manager / PCR Champion, programme tracking poster, top tip calendar and other useful elements, were sent to each property to help track results on a daily basis and provide all the useful points of contact for questions relating to Enrol for Rewards.

A new website

A global web portal has been developed which will provide more real time communications with hotels.

Ongoing communications

Each quarter there will be additional opportunities to earn extra Enrol for Rewards credits and PCR points, through regular promotions and mystery calls…

The first of these will be our ‘New Year, Now Yours’ promotion running from January to March – more details to come on the following slides.

Get involved in 2010

How to participate in 3 easy steps…

1. First, you must appoint a PCR Champion*.

2. The PCR Champion is required to register online through our dedicated website (we have also sent an e-mail at the beginning of January for initial sign ups). We will then direct all communications to this appointed person on a monthly basis advising them of credits awarded and how to claim on redemptions.

3. ENROL, ENROL, ENROL!…… The name of the game is to generate as many qualifying enrolments each month as possible! Remember, credits = rewards!

Teams will only be rewarded if they meet or exceed the monthly minimum incentive targets assigned to each property (Standards). Teams who achieve less than the required monthly minimum do not qualify.

• The PCR Champion will act as the expert in your property for all issues relating to Enrol for Rewards and PCR,

and will manage the redemption of credits for your front desk teams.

New enrolment standards

• Every hotel in the IHG group has now been assigned a PCR Enrolment Standard goal based on brand and room count, to bring fairness across the system and continue to increase our membership base. • If you’re unfamiliar with your new goal, take a moment to look at the Enrolment Standard grid above and check your hotel's monthly Qualified Enrolment (QE) goal.

How it works

All enrolments/prizes are transferred into credits which can then be converted into rewards – enrolments should be captured every day using the tracker poster supplied in your launch pack.

There are many fantastic rewards on offer and credits can be redeemed either on a monthly basis or accumulated for something special.

Achieve the minimum enrolment criteria and receive 20 credits for every qualifying enrolment. Start redeeming from just 200 credits.

QUALIFYING ENROLMENTS = CREDITS = REWARDS!

Teams can choose from the following rewards

Priority Club PointsTreat Yourself Vouchers Amazon Gift Vouchers

• Ensure all POS materials are displaying correctly

• Ensure front desk staff are encouraging guests to enrol

• Please help promote the programme and campaigns

• Ensure all front desk staff are aware of the programme

• Don’t forget to register your hotel. It’s not too late to sign up!

• Make sure PCR champion details are up to date.

• Go to the PCR training tool available in My Learning on Merlin. This tool was created to help answer questions about PCR and provide instruction on how to sign up new members quickly and easily.

• Any problems …let us know, as doing nothing is not an option!

Customer Awareness

Internal Awareness

Help us help you

The Tools

Daily Tracking Poster

Remember to capture enrolments every day using the tracker poster supplied in your launch pack.

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Project Spotlight Reports

Project Spotlight is a tool designed to put your hotel in charge of its Qualified Enrolment (QE) performance. Every month, your hotel is rated against last year’s QEs for a the same month and ranked against your Enrolment Standard category. You can use Project Spotlight to monitor enrolment performance and spot trends before they become habits! This will enable you to start making necessary changes before your enrolling team slips behind.

Every month your hotel will be tagged with a Project Spotlight status that will clearly communicate how your hotel is doing.  P

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Mystery callers

If a member of your Front Desk team answers the phone and it’s the Mystery Caller, your team can win 5,000 Priority Club points if they can answer a few simple questions about the programme.

All they’ll need to know to win is:

- a fact about the current month’s Project Spotlight report

- a fact about the current quarterly overlay incentive

 

Make sure your team is prepared to win by updating their Enrol for Rewards programme poster every month. You won’t know when to expect a call, but each hotel will be called once per quarter – so there are lots of points to be won.

Q1 Promotion

Oct DecNovSepAugJulJunMayAprMarFebJan

Year

Q1 Multi Brand

to 31st March

Q2 Multi Brand

Q3 Multi Brand

Q4 Multi Brand

to 30th June

to 30th September

to 31st December

2010 Core Activity Calendar...

Q1 Promotion: New Year. Now Yours!

Campaign Details:Meet your Qualifying Enrolment Standards in January, February and March 2010 and each month you’ll be entered into a prize draw to win thousands of pounds worth of Enrol for Rewards credits:

• January: 1 x £1,000, 3 x £500 & 10 x £100• February: 1 x £1,000, 3 x £500 & 10 x £100• March: 1 x £1,000, 3 x £500 & 10 x £100

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To help you kick start 2010, we’re giving every team that hits their enrolment goal the

chance to win up to £1,000 worth of credits to spend on ‘new year, new you’ goodies!

Q1 Promotion: New Year. Now Yours!

Campaign Details:Draws will be held on a monthly basis and prizes will be awarded in credits, which in turn can be exchanged for:

• Amazon gift certificates • Treat Yourself vouchers• Priority Club points

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Remember…

PCR Members...

stay more pay more cost less!

+ =

Open Session

Best Practices

1. Priority Check-In – room should be allocated and key pre-cut but not checked in until the guest arrives.

2. Priority Check-In: Priority Club members’ registration sheet, do not leave this sheet out on the counter as this is in violation of the Data Protection Law.

3. Member recognition – confirm the level of membership (I see that you are a Platinum member sir) and mention newspaper i.e. available in the morning from reception

4. Platinum member room upgrades – mention the fact that you upgraded the room so the guest knows you did it….. Or if not possible to provide an upgraded room on this occasion then also say this to the guest.

Questions

Thank You