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AC Hotels by Marriott 2013 marketing plan

AC Hotels by Marriott 2013 marketing plan


AC Hotels by Marriott 2013 marketing plan key drivers:

brand target:

metrics & goals:

The 21st Century Traveller

Revenue Metrics Market Share

Drive incremental lift from markets outside of Spain.

They demand a high level of comfort and access to the latest technologies to make the most of their time during their stay.

Domestic demand is under pressure due to current economic challenges.

Key attributes .travel in style .distinct personality

(+4% Revpar) through ADR/Occupancy)

Focus on urban leisure demand as an opportunity for key city hotels.

Pragmatic Modern Hardworking

AC brand while it is well established in Spain, the brand is not well known in key European source markets

Group business, a critical revenue component for 25 key hotels

macro objective: Grow market share and build AC brand awareness outside of Spain while grow MI brand awareness in Spain

core message: Style with substance it not just about where you stay it is about where you go...Feel the City

2

Demanding

Reliable

Top line revenue growth

Brand Metrics increase MI brand awareness in Spain increase AC preference score in Spain

target sub-segments: Leisure segment Develop a weekend (domestic) full week (international) leisure strategy through eChannels and Marriott direct channels.

Groups Develop a promotional and sales plan focusing on internal channels as well as key source markets. (education of Marriott Global Sales Offices of how to work with AC Hotels)

Increase MR room nights from key European Markets.


Macro objective

AC Hotels by Marriott 2013 marketing plan

1

2

sub objective

strategy

Build AC brand preference among target frequent business transient in Spain

Leverage MR program in Spain to grow membership and highlight Elite benefits Develop a partnership plan to gain access and drive acquisition of target group. Develop MR value proposition communication plan.

Generate new revenue among LT targets

macro objective: Grow market share and build AC brand awareness outside of Spain

3

Drive revenue through e Commerce

while grow MI brand awareness in Spain

4

3

Drive Revenue through Groups Segment

Participate in the European Leisure strategy (25 Key Hotels) Develop a domestic leisure platform to support the provincial hotels. Raise visibility of AC hotels in key search engines in Europe (UK, Germany, France, US) Drive mobile app downloads (Marriott app) Review hotels presence in eChannels / Social media Participate in key trade shows and sales missions Raise awareness of MR Events Develop a sales tool to communicate AC hotels with meeting capacity. Engage MI GSO/GSA network to drive awareness of AC hotels

metrics & goals


1. objective/strategy/metrics

AC Hotels by Marriott 2013 marketing plan communications platform

Refresh of AC brand voice and identity

m.com / ES

Review and audit AC Hotels Marriott Rewards landing/promotional page

online and paid search

Develop on property collateral for ES Marriott APP download

Develop a co-joined media plan with AC

Promotions

Participate in all Global MR promotions Target non AC users with an Air miles bonus promotion.

Marketing partnership

Part of MR European Media plan

objective 1:

Build AC brand preference among target frequent business transient in Spain

strategy 1

Leverage MR program in Spain to grow membership and highlight Elite benefits

Support new partnership announcements Host MR Elite and Press to Madrid Tennis Open

Develop a partnership plan to gain access and drive acquisition of target group.

Renfe (Tempo Loyalty) Spanish Rail

Develop MR value proposition communication plan.

Iberia Airlines acquisition campaign

metrics 1:

Partner with Rent a Car

B2B channel marketing

Execute Fam trips for large agencies

Print 4

public relations

Leveraging barter arrangement for brand and MR Messaging

field marketing

On property educational tool for Marriott Rewards Program (explain benefits) show how it works / global reach


2. objective/strategy/metrics

AC Hotels by Marriott 2013 marketing plan communications platform Refresh the brand voice and identity Review of AC Spain / Italy / Portugal

eCommerce

Insure AC hotels are taking part in ‘Experiences’ packages

online and paid search

Display and banner advertising (European) Destination paid search (domestic)

Develop promotional landing pages for domestic promotions

direct marketing

objective 2:

Generate new revenue among LT targets

Promotions

Q1. Easter/spring and Summer European cluster promotion

strategy 2

Participate in the European cluster funded Leisure strategy (25 Key Hotels)

Domestic develop a promotion for the Summer and Christmas period

Develop a domestic leisure platform to support the provincial hotels.

Support local holidays with tactical promotions

B2B channel marketing

5

public relations

Use social networks to promote the packages in key markets

Mutua Madrilena (add value) to their

Use barter agreement

Use social networks to promote the packages in key markets

Develop amazing local packages with key destinations and push to the press locally and regionally

metrics 1:

Print

Develop amazing local packages with key destinations and push to the press locally and regionally

field marketing

Develop self funding in property magazine Develop Video for key hotels


3. objective/strategy/metrics

AC Hotels by Marriott 2013 marketing plan communications platform

Activate social platform and have a content strategy to support key hotels and promotional activity

m.com

Grow App down loads Grow direct traffic to AC HWS

online and paid search

Develop a media plan for paid search AC hotels

Consider emerge program for one hotel (English only)

objective 3:

Drive revenue through e Commerce

Promotions

strategy 3

Make sure all promotion have Marriott landing pages

direct marketing

Building email data base for AC (using the new European solution)

Raise visibility of AC hotels in key search engines in Europe (UK, Germany, France, US) Drive mobile app downloads Review hotels presence in eChannels / Social media

metrics 3:

B2B channel marketing

public relations

Optimise press releases to help drive search engine optimisation (on brand or hotel level)

Audit eChannels for property images and content Review hotel images on Trip Advisor

tv/print

Include QR codes where possible

6

Include links to social platform

field marketing

Provide more photography for landing pages


4. objective/strategy/metrics

AC Hotels by Marriott 2013 marketing plan

m.com

Review Meetings & Events Pages for AC

online and paid search

Review lead generation form and trace booking journey

Audit venue finders website in Spain Test paid search for meetings & events

Develop promotional landing pages

objective 4:

Drive Revenue through Groups Segment

Promotions

Participate in the Global MR Events Promotions Plan for a promotion for 1st half of 2013

strategy 4

Participate in key trade shows and sales missions

Develop a trade show calendar (see attached)

METT (MR Events) data base Sales Accounts email data base (20k)

Raise awareness of MR Events Develop a sales tool to communicate AC hotels with meeting capacity. Engage MI GSO/GSA network to drive awareness of AC hotels

B2B channel marketing

direct marketing

metrics 4:

public relations

Optimise press releases to help drive search engine optimisation (on brand or hotel level)

Participate in the European Sales Blitz

field marketing 7

Develop a sales tool for key hotels featuring meeting space and capacity


1

AC Hotels by Marriott 2013 marketing plan

objective: Build brand preference

Domestic X

International

Metrics

1. Buy Spain Syndicated Study 2012 (CC)

1. Measure brand preference performance

1.

1. Euro 23K

2. MR Media Plan contribution (OH CC)

2.

3. Host MR Event at Madrid Tennis Open (CC)

3. MR Spain acquisition plan 0 Hotel to provide offer /added value

4. Property Educational Tool (AZ) 5. Fam Trips for Large Agencies (JP)

4. Invite Elite Platinum members and Spanish Media to the Event – target 80 guests

6. Establish Partnership with Renfe (CC + JP + OH)

5. Develop a collateral for the hotels to educate customers on MR program

7. Iberia activation (CC + OH)

6. Conduct 3 (x 20 people) fam trips for Amex, CWT, and VECI

8. Rent a Car partnership (AZ)

7. Qualify for MR partnership (full vs. marketing partnership ) 8. Target non AC Users with a miles offer.

8

2. 3.

2. Added value Cost charged to hotels 3. Funded by MR 4. Euro 10K

4. 5.

5. Euro 20K 6. No cost

6.

7. MR Funded cost

7.

8. Hotel added value

8. Target Hertz customers with booking history to Spain or searching for Spain offers

TOTAL: 60.000â‚Ź


2

AC Hotels by Marriott 2013 marketing plan

objective: Leisure Demand

Domestic

1. Experience Participation (AZ + MM)

1. Audit hotel participation and rate loading in the different Experience packaged

2. Activation of Social Media (AZ + AG + CC) 3. Develop Video content (AZ) 4. Optimize eChannels (KS + AZ + CC 5. Participate in EU promotions CC + OH 6. Domestic Leisure Strategy (JP + AZ + CC) 7. Develop self funding in room Leisure Magazine (AZ + CC) 8. B2B activation (JP + AZ)

2. Facebook, Twiter, instagram, pinterest, flicker, foursquare,Youtube Linked in are in place and need management 3. Develop footage of key & halo brand hotels ( 10 hotels) and 10 brand videos and develop You Tube Channel 4. Consider allocating media funds to support need periods and promotional activities 5. Up to 25 hotels to participate in the EU promotions

Metrics 1. 2. Euro 50K 3. Euro 30K 4. Euro 30K 5. Euro X per room annually 6. Euro 40K 7. Euro 20K cost + Euro 30K advertising 8. Euro 5K

6. Develop Summer & Christmas Promotion for Domestic Market 7. Highlight destination marketing where we have hotels and have a self funding structure 8. Advertising in large corporation internal magazines

9

International x

TOTAL: 185.000â‚Ź


3

AC Hotels by Marriott 2013 marketing plan

objective: eCommerce

Domestic

1. AC Brand Paid Search Media (KS + AZ)

1. Engage Europe paid search agency and investigate opportunities for further brand visibility

2. Build AC central email data base ( AZ + OH)

2. Will be provided through the European Solution

3. Audit eChannels and Trip Advisor (KS + AG + CC)

3. Update images and content for all Hotels in eChannels

International x

Metrics 1. Euro 20K 2. No cost 3. No cost

TOTAL: 20.000â‚Ź

10


4

AC Hotels by Marriott 2013 marketing plan

objective: Drive Group Revenue

Domestic

International x

Metrics

1. Review M&E pages on Marriott.es as well AC Brand Pages (AG + KS + DG + JP)

1. Establish the need to have a dedicated AC Events Page that included lead referral process

2. Trade Shows Participation (JP)

2. Insure updated collateral for all sales trade shows

3. No cost

3. Audit intermediary Intranet Systems (DG + DB)

3. Update images and content as appropriate

4. Euro 6K

4. Develop a sales tool for key hotels

4. Feature top key hotels product / meetings capacity

1. Euro 10K 2. Euro 70K

TOTAL: 76.000â‚Ź

11


AC Sales & Marketing Cost 2012

Revenue Admin 18,5%

AC Hotels by Marriott 2013 marketing plan

eCommerce Admin 5,3%

Sales & Marketing AC Sales Admin + fam trips

806.440

Mktg studies & tools 2%

Trade shows

70.000

Marketing Media 5,8%

Revenue Admin

299.945

eCommerce Admin

86.000

Marketing Brand studies & tools

33.000

Marketing Agency + social media

232.400

Marketing 26,5% Marketing Agencies 14,3%

Marketing Media including social media 95.000 TOTAL Sales Admin 49,7%

12

1.622.785


timeline

AC Hotels by Marriott 2013 marketing plan

AC 2013 Marketing Plan January 1/5

Business Transient Buy BDRC Spain Syndicated Host MR Event - Madrid Open Property Education tool MR Fam Trips for Agencies Refe Partnership

LT / Demand Generation

Brand Awarenss

13

1/12

1/19

February 1/26

2/2

2/9

2/16

March 2/23

3/2

3/8

3/15

3/22

April 3/29

4/5

4/12

4/19

May 4/26

5/3

5/10

5/17

June 5/24

5/31

6/7

6/14

6/21

July 6/28

7/5

7/12

7/19

August 7/26

8/2

8/9

8/16

8/23

Sept 8/30

9/6

9/13

9/20

October 9/27

10/4

10/11

10/18

November 10/25

11/1

11/8

11/15

11/22

December 11/29

12/6

12/13

12/20

12/27


Ac 2013 marketing plan b