Enrollment Trainingfinal11-14-08

. . . Serving our Members with Excellence

Enrollment ProcessTraining for International Hotel Associates

November 2008


Marriott International, Inc. Confidential and Proprietary Information.

INTRODUCTION

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Why We’re Here . . .



What is a Loyalty Program?

A marketing program designed to cultivate ongoing relationships between customers & the organization

The ultimate goal is to motivate customers to return & to persuade others to use the company’s products or services

Frequent customers are rewarded with incentives, benefits & special services to encourage continuous brand loyalty

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Increased customer loyalty drives long term profitability more than any other strategic factor!



Member Revenues (Millions)

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International

Why Is a Loyalty Program Important to Marriott?

To maintain our leadership position over the competition To build the largest base of loyal, high value guests possible Marriott Rewards (MR) drives repeat business & increased occupancy Over 28 million members worldwide Revenue generated by MR members at International properties has nearly

doubled over the last 5 years In 2007 MR members spent $1.2 billion (USD) at International hotels

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Why is it Important to Enroll New Members?

The loyalty & retention of MR members is critical to the success of our business

Member loyalty is demonstrated in several ways:– Members return to Marriott, time after time

– They say positive things about us to their co-workers, friends & family

– They influence a great deal of business to Marriott

– They provide helpful suggestions for improving our business

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Research shows that guests who join Marriott Rewards nearly double their stays at Marriott hotels

Research shows that guests who join Marriott Rewards nearly double their stays at Marriott hotels


Role of Front Desk Associates

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On a daily basis, Front Desk associates have the opportunity to attract &

enroll new Marriott Rewards members at the Front Desk – to help us meet our annual goal of enrolling

2 million new members!



Why We’re Here

Objectives:– Equip associates to enroll new members into Marriott Rewards at

the Front Desk– Deliver a positive “Welcome to Marriott” guest experience

Target Audience:– Front Office associates (& other associates who enroll guests in

Marriott Rewards) at International properties Expectations:

– Generate enthusiasm to meet/exceed property’s enrollment goals– Positive impact on guest satisfaction– Expand Marriott’s base of loyal, high value guests

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MARRIOTT REWARDS OVERVIEW

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Guests are motivated to join when they learn how they can personally benefit from the program . . .



Overview of Marriott Rewards

Marriott’s award-winning frequent travel program Designed to reward loyal guests for stays at participating Marriott hotel brands & at

other partners Members earn points or air miles for dollars spent during their stays at participating

Marriott hotels worldwide Points can be redeemed for over 250 exciting travel rewards (free hotel stays,

worldwide vacation packages, cruises, etc.) Frequent travelers earn Elite membership within Marriott Rewards

– Elite members receive added recognition & benefits during their hotel stays in appreciation for their loyalty

– Elite status is based on the number of personal night stays within a calendar year:

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Silver(10-49 nights)

Gold(50-74 nights)

Platinum(75+ nights)



Thoughtfully designed place to stay, better when the stay is longer

Designed with genuine care, hotels expertly blend style, technology & innovation

Discover what’s important through smart design, uncompromising beauty & intuitive service

Experience is everything – discover over 130 unique hotels around the world

Villa-style living that offers luxurious comforts in great resort locations

Redesigned to meet business travel needs to ensure top performance

Delivering unexpected comfort on the road that makes the stay just right

Spacious & innovative; inspires & enriches the travel experiences

More than a place to stay when away from home, a place to live

Overview of Marriott Rewards (continued)

9 participating Marriott brands 2,900 participating Marriott hotels In 68 countries

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3 Ways Guests Can Enroll

1. At the Front Desk of any participating hotel

2. Online @ MarriottRewards.com

3. When making a reservation

. . . Membership in Marriott Rewards is free!

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ENROLLMENT GOALS & INCENTIVES

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Hotel enrollment goals & incentives are designed to motivate Front Desk associates to enroll new members



Hotel Goals:– Hotels have periodic/annual enrollment goals

2008 Enrollment Incentive:– Incentive is the same across all brands & based on actual

performance– Incentive based on the volume of new enrollments– Incentive amount = $1 USD per enrollment– Minimum requirement to qualify = 85% or more of hotel’s

quarterly enrollment goal (incentive capped at 150% of goal)– MR provides additional incentives throughout the year

– Example: increasing enrollment bonus from $1USD to $2USD per enrollment

Enrollment Goals/Incentives

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Enrollment Goals/Incentives (continued)

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Q: Where can I find my property’s yearly enrollment goals?

A: Yearly enrollment goals are faxed to the property at the beginning of each year. Goals can also be obtained by visiting Marriott Global Source (MGS) at: https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/2008+Enrollment+Goals+Reports/default.htm. New properties receive their enrollment goals via fax from the Property Support Desk.




Example: Enrollment & Incentive Results for 3 Hotels

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HotelEnrollment

Goal# Actual

EnrollmentsBonus Earned

($USD) Explanation

A 100 85 $85Hotel met minimum requirement to qualify (i.e., 85% of hotel’s goal of 100 = 85)

B 200 150 $0Hotel did not meet minimum requirement to qualify (i.e., 85% of 200 = 170)

C 150 250 $225Hotel met minimum requirement to qualify; bonus capped at 150% of enrollment goal (i.e., 225)

Period 9




To recognize associates’ efforts & results

Front Desk team should decide how to best use bonus $

Incentives calculated at end of quarter (processed quarterly during periods 1, 4, 7 & 10)

Paid out quarterly in form of Visa gift card– Property to receive gift card @4-5 weeks after quarter ends– Sent directly to GM or FOM

To find out if your hotel received an enrollment bonus, visit Marriott Global Source (MGS) at: https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/2008+Enrollment+Goals+Reports/Quarterly+Incentives.htm

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If the goal is met incentive is sent to property . . .




Periodic promotional boosts:– Conducted throughout the year

– Example: $1 USD enrollment bonus may increase to $2 USD enrollment during specified time period

• Note: $2 USD is currently in effect until 12/31/08

– Payment for promotional boosts will be included along with quarterly payment

Watch for announcements!

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Special Promotions to

Re-Energize Front Desk Enrollment

Efforts



STEP 1: PRE-ARRIVAL PLANNING

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What is the first step to enroll new members?



Look for Potential Members During Pre-Arrival Planning

On the Arrivals Report look for repeat guests who are not MR members Examples of where to look:

– Repeat guest at your hotel

– Rate codes (e.g., corporate rate; special corporate rate; government rate; etc.)

– Length of stay

– Day of week stays

Prepare registration cards:

– Flag non-members (who might benefit from the program) for enrolling upon arrival

During the pre-arrival process review incoming reservations & Arrivals Report . . . During the pre-arrival process review incoming reservations & Arrivals Report . . .

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STEP 2: ENCOURAGE GUESTS TO ENROLL

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How do I motivate guests to join?



How Do I Encourage Guests to Enroll?

Motivate guests to enroll by ‘selling’ the program Explain:

– How members personally benefit from stays at Marriott• Member preferences become part of the guest’s ‘profile’ & are fulfilled during

stays at all participating hotels • Elite members enjoy special benefits & member recognition during their stays• “Better living while on the road”

– Point/miles earnings start with current stay (once enrolled)• Points/miles earned every time member stays• Points are redeemable for exciting rewards (e.g., free hotel stays,

vacation packages, cruises, etc.)

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How Do I Encourage Guests to Enroll? (continued)

Explain (continued):– MR has special offers throughout the year:

• Earn double point earnings with MegaBonus/MegaMiles (Spring & Fall)• Hotels offer point earning opportunities

– The program is free!– Enrollment at the Front Desk is quick & easy

Inform guests how many (#) points they will earn for current stay

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Enrollment Materials

Welcome to Marriott Rewards! (3-fold Enrollment Kit)

Use to enroll new members at the Front Desk Welcomes guests to Marriott’s award-winning

frequent travel program Outlines program highlights (e.g., key membership

elements including Elite membership, Rewarding Events, point or miles earnings, etc.)

Includes permanent membership card with member’s account # (must be keyed into the system)

Kept behind Front Desk

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Enrollment Materials (continued)

Contains overview of Marriott Rewards

Located at the Front Desk & visible for guests to “take one”

Provide to guests if they do not have time to enroll during check-in or check-out

Invite guests to return completed application to Front Desk for enrollment

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Enroll Today at the Front Desk(‘Take One’ Brochure)

Note for one-way/manual hotels: it is not necessary to have the guest complete the Take One application – instead, use the IMS screen to gather information to enroll the guest



STEP 3: ENROLL GUESTS

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What steps do I follow to enroll new members?


Steps to Enroll Guests

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Enroll qualified guests via hotel’s property management system

Enter required fields (name, postal address, email address)

Pull MR account number (sticker) from a Welcome to Marriott Rewards! brochure & key # into system to activate guest’s account

Remove sticker from membership card & place on Daily Enrollment Tracking Sheet

Hand guest Welcome to Marriott Rewards! enrollment kit

Point out guest’s permanent membership card

Remind guest to provide MR account # when making future reservations (to receive credit for stays)

Welcome guest to Marriott Rewards!

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“Congratulations on joining Marriott Rewards. Your

enrollment has been processed and is effective

immediately . . . the points [or miles] you will earn for

your stay at our hotel will be automatically entered

into your Marriott Rewards account after you check

out. And, please don’t forget to give us your

membership number when making future

reservations . . . Thank you, [use guest’s name], we

appreciate your business!”

Steps to Enroll Guests (continued)

Example of What You Might Say to Welcome New Members

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THE ENROLLMENT PROCESS

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How do enrollments flow through the system?


Enrollment Flow Process

Marketing Systems* Team:

•Receives enrollments

•Checks for duplicate enrollments submitted by property

•Checks enrollments against existing customers

[If no error]

Marriott Rewards updated with valid enrollments(go to #4)

1. Properties Enter MR Enrollments

1. Properties Enter MR Enrollments

3. Enrollment Process

3. Enrollment Process

2. Marketing Systems

2. Marketing Systems

4. Successful Enrollment

4. Successful Enrollment

*Marketing Systems: department that provides technical support to the MR program

[If error generated]

Error sent to GuestServices for manual resolution

Enrollments successfully processed into Marriott Rewards

•Property receives credit for enrollments

Enrollment error correction:

a.Enrollment deleted (property does not receive credit for enrollment), OR

b.Issue is fixed/ corrected (processed as a successful enrollment, go to #4)

Duplicate elimination:

a.Enrollment linked to existing customer (property does not receive credit for enrollment), OR

b.New customer (processed as a successful enrollment, go to #4)

Properties enter MR enrollments via (a) or (b):

a.Property’s PMS:

• OPERA

• Fidelio

• MHRS

• Fosse

b.IMS screen (for manual properties that do not transmit enrollments via PMS)

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Required Data

1. MR account #

2. Member’s name

3. Member’s address

4. Earning preference (points or miles)– Note: If earning preference is miles enter preferred

airline program & frequent flyer #

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4 Data Entries Required for a Successful Enrollment4 Data Entries Required for a Successful Enrollment



7 Ways to Prevent Invalid Enrollments

1. Ensure successful transmission of enrollment from property to Marriott Rewards– Fidelio v.6 properties:

• Files must be manually processed every night• Property to send file & then check MARSHA VCB screen to verify successful transmission

of file

– OPERA properties:• File is created during Night Audit & sent to Marriott Rewards• Property must verify files successfully transmitted out of OPERA • OPERA v. 4 properties: error message will print on Night Audit ‘Weather’ page alerting

property of failure to transmit file• OPERA v. 5 properties: check within the SGI Interface log file to see if successfully

transmitted

– MHRS PMS & FOSSE properties: • Transmit enrollment request transactions to Marriott Rewards via MRW

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7 Ways to Prevent Invalid Enrollments (continued)

2. Duplicate enrollments: do not submit enrollments for guests who are already members– When targeting guests ensure they are not currently enrolled

(i.e., duplicate enrollment)• Go to:

https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Training/SGI+Profile+Enhancements/Fidelio+Opera+PMS.htm

– When enrollments are submitted for guests already enrolled:• The enrollment is linked to the existing guest profile

• Properties will not receive credit for the enrollment if this occurs

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3. Enter new member’s MR account # accurately into the system– Avoid transposing numbers– Properties will not receive credit for the enrollment if this occurs

4. Enter complete/valid information– Enter all required information– Do not enter ‘XXXX’ in place of name, address or email address– When incomplete/invalid data is entered:

• The data is stripped from the enrollment (leaving the enrollment incomplete)

• Guest Services attempts to manually fix the request• Properties will not receive credit for the enrollment if this occurs

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5. Do not enter guest’s business name in guest’s name field– Ensure guest understands this is an individual earning program

• I.e., only one person is able to use an account

– If business name is entered in name field:• Account will not be activated (due to MR terms & conditions) • Property will not receive credit for the enrollment

6. Do not send Take One Enrollment Forms to Marriott Rewards Property Support Desk for processing– Enter enrollments at the Front Desk

– Receive credit for valid enrollments

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7. Enrollment monitoring regularly occurs to ensure the validity of property enrollments– An enrollment without a stay connected may indicate a false

enrollment has occurred

– Hotels engaging in the unethical practice of entering false enrollments in order to receive a higher bonus will be penalized by losing all enrollment bonus privileges

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TOOLS TO TRACK ENROLLMENTS

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How do I track my property’s enrollments?


Tools to Track Enrollments

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Front Desk associates use the Daily Enrollment Tracking Sheet to track enrollments

When enrolling guests peel sticker from MR membership card & place on Daily Enrollment Tracking Sheet

Track enrollments per period Enrollments transferred to MR on the first day or last day

of the period are credited within that period (not the new period)

To download a copy of the Daily Enrollment Tracking Sheet visit Marriott Global Source (MGS) at:

https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/2008+Enrollment+Goals+Reports/default.htm

Visit the link below to find information on PMS Enrollment Procedures:

https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/default.htm

Daily Enrollment Tracking Sheet



Tools to Track Enrollments (continued)

Access period calendars to help your property track

enrollments by period

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Corporate accounting period calendars can be found on Marriott Global Source (MGS) at:




Tools to Track Enrollments (continued)

Enrollment Reports are located in two areas on MGS:– Enrollment Reports by period:


– MR Stay Error Correction Report (located in the MRDW application):

https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Tools+Resources/Reports.htm

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Future State

Report will provide the following (per property MARSHA code):– Date enrollment received by Marriott Rewards– MR account #– Member’s first & last name – Status of the enrollment – examples:

• Was enrollment successful & credited to property• Linked to MR customer account # (indicating customer was already a

member)• In queue for processing

– Date record was processed at corporate & credit provided property

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Beginning in Q1 2009 a new Property Enrollment Report will provide properties an easier way to audit their enrollments . . .



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FAQsFrequently asked questions . . .



1. Q: Why should associates give a brief overview of Marriott Rewards when enrolling new members?

A: By briefly explaining the program new members will see the benefits ofMarriott Rewards & be motivated to choose Marriott over the competition for future hotel stays

2. Q: Why is it important to remind new members to provide their MarriottRewards account # when making future reservations?

A: To ensure members receive credit for their point/miles earnings for every stay

3. Q: Can a member who chooses point earnings at enrollment change to miles earnings later?

A: Yes, by going online at MarriottRewards.com members can change theirearnings preference for future stays from points to miles or vice versa (guest’s MR profile is updated in the system immediately)

Enrollment FAQ’s

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Enrollment FAQ’s (continued)

4. Q: What can associates do when enrolling guests to express appreciation for their business & loyalty to Marriott?

A: There are many ways to make new members feel welcomed & let them knowwe value their business and loyalty . . . for example, send a handwritten card tothe guest’s room, welcoming the guest to Marriott Rewards & alwaysremember to use the guest’s name!

5. Q: We are a new property & cannot locate our property enrollment numbers on the Period Enrollment Report. Why?

A: New properties are not assigned a goal for @3 months. After this time a goal is assigned to the property (hotel will be informed of the goal via a fax).

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WHERE TO GO FOR HELP

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Need assistance?



Where To Go For Help

Talk with your manager Contact the MR Property Support Desk within your region

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For answers to questions about enrollment:

Cork, [email protected]

+353 21 4213595Fax: +44 207 0127319

Kuala Lumpur, [email protected]

+603 2688 8085Fax: +603 2688 8090

Mexico City, [email protected]

+52 55 11022120Fax: +52 55 11022122

Tokyo, [email protected]

+81 3 54051506Fax: +81 3 54723

Salt Lake City, Utah, [email protected]

+1 (801) 468-4032Fax: +1 (801) 468-4144



Where To Go For Help (continued)

For additional information (i.e., enrollment training materials; program news; to track your enrollment performance & incentives; etc.) click on: https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/default.htm

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Site MR Page

Australia www.marriottrewards.com.au

China marriottRewards.cn

Japan MarriottRewards.jp

South Korea marriottrewards.co.kr

Brazil marriottrewards.com.br

French MarriottRewards.fr

German MarriottRewards.de

Ireland MarriottRewards.co.uk

UK MarriottRewards.co.uk

Associates can also visit global websites:

Documents

Enrollment Trainingfinal11-14-08