COURTYARD2014 MARKETING PLAN

OVERVIEW

POSITIONING

CORE MESSAGE

TARGET

DISTRIBUTIONAND GROWTH

2014 COURTYARD

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BAL

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Largest global brand (# properties) in MI portfolio – over 930 properties in 38 countries;

expected to reach 1,000 hotels in 2014 MI’s largest global pipeline, with majority of growth occurring in the Americas 12th largest hotel brand in the world CYRB penetration expected to reach 85% by year-end 2013 New guest room launching in 2014

Refreshing Business - Courtyard is designed for the business traveler who’s driven by success, but also sees business travel as an opportunity. Courtyard is the smart, dynamic culturally relevant hotel that helps me make the most of my time while traveling, so I can be successful.(Note: To be updated per final Portfolio Optimization work)

Courtyard understands me and my needs, and enables me to be successful on the road. (May be tweaked based on final new brand campaign)

The Optimistic Achiever (Note: To be updated based on portfolio optimization research)

North America: 843 Pipeline: North America: 124Europe: 44 Europe: 8CALA: 21 CALA: 7Asia Pacific: 24 Asia Pacific:

35Middle East/Africa: 4 Middle East/Africa: 7

Total 936 181

1

NO

RTH

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ERIC

A

KEY DRIVERS

CORE MESSAGE

TARGET

KEY COMPETITORS

Approximately 85% of properties will have made the conversion to CYRB by YE 2013 “Gen Next” guest room launching in 2014 Weekend RevPar still below desirable levels Will launch the fourth season of our NFL partnership; contract will be up for renewal in

Spring, 2015

Courtyard understands me and my needs, and enables me to be successful on the road. (May be tweaked based on new campaign platform)Key Insight: Our target is proud of the work they’re putting in to be the masters of their ever-evolving destinies, comprised of grand and not so grand milestones. Their motivations and accolades may be different, but they all appreciate some recognition and help along the way.Primary: “The Optimistic Achiever” (Note: To be updated based on portfolio optimization research)FBT’s who find business travel enjoyable, and want to balance productivity with an experience that goes beyond meeting their work needs. (Note: To be updated, based on portfolio optimization research)

Demographics from Latest Research• Average Age: 33• Average Income: $134.5K• 64/36 Male/Female Split• 48% Gen Y, 41% Gen X

Secondary: PT Couples/ Grown Up ExperienceCouples w/o children, traveling on weekends for a particular occasion (wedding, sporting event, reunion, etc.)

HGI (587 properties): Introduced new “It’s Better at the Garden” campaign this year, focusing on amenities. Comparable spend to CY thru April; up 22% YOY.

Hampton Inn (1957 properties): Running new “Hamptonality” campaign, which gives them an ownable message. Still tout 100% guarantee. Outspending the competition by more than 2 to 1 thru April, up YOY.

Holiday Inn (1241 properties): HI staying with “Stay You” campaign - based on being true to yourself on the road. Spend down 40% YOY thru April; rate is half of the CY spend.

Hyatt Place (178 properties): Utilizing “Welcome to a different place” platform. Very limited advertising; focus on free breakfast. Spend of less than $300K thru April

* Spend info is YTD thru April, as reported via Kantar

2014 COURTYARD

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MACRO OBJECTIVE Be the #1 Upper Moderate Tier Brand (as measured by Intent to Recommend, 1st Choice Preference,

and Market Share in Brand Tracking)

• 65% Married• 66% College Educated• Business Trips per Year: 10• Leisure Trips per Year: 5

OBJECTIVES STRATEGIES METRICS

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Increase overall brand consideration and share, especially among next gen travelers

Drive greater weekend consideration

Bring the brand story to life on property

Activate new customer target to ensure focused efforts across channels

Launch new brand campaign to further establish emotional connection with our target

Roll out new brand voice to continue to elevate brand perceptions

Maintain an airport strategy to “touch” customers when they are in the travel mindset

Optimize NFL partnership to continue to raise awareness of association with this elite brand

Implement programs to address Hispanic audience (key multi-cultural segment) in a meaningful and relevant way

Maximize owned assets (Facebook, Twitter, cy.com, m.com) to gain customer engagement

Optimize use of leisure portal to communicate all things CY on weekends (Advance Purchase, Experiences, NFL-themed package, etc.)

Leverage partnerships with amateur sports; pursue other appropriate partners

Tap into MR database to increase wknd share through exclusive offers to targeted customers

Utilize on-property opportunities (e-interface, TV, GoBoard) to more fully market the brand

Lift in communication awareness and brand perceptions via ad tracker research

Increase in NFL partnership awareness via ad tracker

Lift in consideration among Hispanic target

Likes, shares, posts , page views, etc.

Lift in weekend consideration via ad tracker and ad hoc research

Incremental room nights and revenue

Incremental revenue from targeted Rewards segments

More exposure for brand videos, commercials, etc.

2014 COURTYARD

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MACRO OBJECTIVE: Be the #1 Upper Moderate Tier Brand

CHANNEL CHANNEL STRATEGY METRICS

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RTH

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ERIC

A

Media (Cable TV, Digital,Mobile, Tablet, OOH,

Paid Search)

Partnerships

Events/Experiential

Direct Mail

2014 COURTYARD

Drive broad and efficient awareness of the new CY campaign, with a focus on Gen X and Gen Y

Deliver targeted messaging for greatest reach and frequency

Showcase brand in ways that allow it to be distinctive and stand out

Drive BT and LT bookings thru paid search; expand mobile PPC presence

Align the brand with partners who can elevate and/or differentiate our brand

Activate NFL partnership across multiple touch points to provide customers with meaningful, high-value experiences

Merchandise amateur sports and other potential partner offerings to drive small group business

Look to evolve airport lobby zones to provide greatest impact

Develop additional event ideas that will drive exposure for the brand

Look at opportunity to drive greater consideration with BT and PT through targeted offers against our most loyal customers

Statistically significant lift in ad awareness and perception shifts via ad tracker

Additional metrics by medium as appropriate

Impressions, visitors, bookings/revenue

Lifts in partnership awareness and brand consideration

Positive ROI

Positive feedback from customers

Earned impressions from PR coverage

Incremental revenue

5

CHANNEL CHANNEL STRATEGY METRICS

NO

RTH

AM

ERIC

A

Owned Assets(Facebook, Twitter, CY website, m.com,

hotel websites, on-

property,Marriott Rewards)

Packages/Promotions

Public Relations

2014 COURTYARD

Create brand advocacy through engaging and relevant content, news, and offers across all of our social platforms

Test new social spaces to ensure we remain relevant

Leverage m.com/hotel websites to merchandise the brand and its initiatives

Continue to test re-targeting efforts Utilize brand website to tell the CY story Leverage CY property distribution to

deliver messaging and experiences to our customers in a meaningful way

Utilize compelling offers to drive weekend consideration

Use weekend landing page on CY.com to highlight CY weekend offers such as AP rate and experiences packages

Develop NFL-themed packages Develop large scale PR initiatives that

highlight brand’s innovative new ideal of enabling success.

Conduct aggressive business media outreach positioning CY as leader in upper moderate tier

Enhance emotional connection through promotion of CY/NFL partnership and new CSR platform

Likes, shares, posts , page views, etc.

Click-thru rate to brand landing pages

Increase in conversion rate

Traffic and time spent on site

Traffic to weekend landing page

Increased weekend consideration via ad tracker and ad hoc research

Earned media impressions

and positive brand sentiment 6