The hospitality industry is more competitive than ever before. Customers have numerous choices when it comes to booking somewhere to stay and it’s become easier to lose out to more adept competitors. It’s apparent that in today’s market, hotels must utilize the latest in hospitality-tech and have a well-defined strategy to thrive.

Table of Contents

8THREE

PRODUCT CACHES

t

CONCLUSIONCUSTOMER ACQUISITION

APPENDIX

REVPAK GROWTH

4

14

6

10 16

REVPAK ALL-IN ONE SOLUTION

REVPAK IS AN ALL-IN-ONE SOLUTION

RevPak is a handpicked suite of

the industry’s finest customer

acquisition, guest management,

and business intelligence tools.

Configured to each RLH Corp brand,

RevPak is the ultimate system for

increasing RevPAR, growing market

share and boosting revenue.

GUEST

MANAGEMENT

BOOK | SERVE | REPEAT

BUSINESS

INTELLIGENCE

CUSTOMER

ACQUISITION

REVPAK’S THREE PRODUCT CACHES

CUSTOMER ACQUISITION: GUEST MANAGEMENT: BUSINESS INTELLIGENCE:

Connect, Capture, Convert Elevate Guest

Management, Create

Efficiencies

Measure, Understand,

Optimize Lifetime Value

BOOK | SERVE | REPEAT

REVPAK EQUALS INCREASED PERFORMANCE

RevPAR Growth

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

Q1 Q2 Q3

2013 2014 2015 2016

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

RLHC

Using RevPak, we’ve seen double-digit growth in market share.

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

2014 2015 2016

Wyndham Marriott Hyatt Starwood Choice Morgans RLHC Hil

RevPak has steadily increased the performance of the

RLH Corp. family of brands across the board.

CUSTOMER ACQUISITION

CRS & IBEOur CRS & IBE products enable us to manage rates and inventory across all distribution channels. They deliver robust reporting, powerful integrations, and multi-property level functionality.

CRM AND MARKETING AUTOMATION Our hotel marketing platform drives direct and repeat bookings through automated and personalized messaging. It serves to improve ROI using automated room upgrade and online concierge services.

OTA PARTNERSHIPSWhen we harness the distribution channels of OTA’s we can reach a much larger audience. We retain more customers and garner loyalty through our guest recognition program as well.

GROUP BOOKINGS MADE EZ We offer quick and easy event planning that provides groups with flexibility and the opportunity to earn credits.

BOOK | Customer Acquisition

CONNECT, CAPTURE, CONVERT IN OUR FIRST CACHE OF REVPAK, APPLICATIONS FOCUS ON BOOKINGS. THEY ARE DESIGNED TO CONNECT, CAPTURE AND CONVERT INTERESTED GUESTS TO HOTEL BOOKINGS.

GUEST MANAGEMENT

ELEVATE GUEST MANAGEMENT, CREATE EFFICIENCIES

PMSWe utilize property management systems that offer comprehensive, next-generation capabilities. They improve RevPAR and ADR, centralize and secure customer data, and simplify IT infrastructure.

REVENUE MANAGEMENTOur revenue management system provides us with revenue intelligence that we can analyze and gain new insights from. When we leverage these insights, we can quickly build forecasts and budgets that ultimately help us increase RevPAR.

MOBILE APPUsing a mobile platform, such as Moncierge, we can provide in-app booking, SMS messaging and property details to customers on-the-go. Lower friction and added convenience increase direct bookings and reservations.

SERVE | Guest Management

OUR SECOND CACHE OF REVPAK CURATES APPLICATIONS THAT ELEVATE GUEST MANAGEMENT, CREATE OPERATIONAL EFFICIENCIES AND IMPROVE HOTEL MARGINS.

BUSINESS INTELLIGENCE

MEASURE, UNDERSTAND, OPTIMIZE LIFETIME VALUE

BUSINESS MANAGEMENTWe receive real-time business intelligence reporting through our web-based business management application. It provides us with operational tools including forecasting, budgeting, and accounts payable.

KNOWLEDGE SHARINGTeams can collaborate from anywhere using integrated software from Microsoft. Shared projects can be revised and presented all from the cloud.

REPEAT | Business Intelligence

THE THIRD AND FINAL CACHE OF REVPAK FOCUSES ON BUSINESS INTELLIGENCE TO FURTHER OPTIMIZE OPERATIONS AND INCREASE REPEAT BOOKINGS

GAINING AN EDGERevPak is both a powerful and adaptable suite of tools that seamlessly aligns with each of the RLH Corp. brands. It creates engaged customers, increased bookings, and a deep understanding of performance measurements.

APPENDIX

t CUSTOMER ACQUISITION: CONNECT, CAPTURE,

CONVERT

CUSTOMER ACQUISITION

C O R P O R AT I O N

BOOK | Customer AcquisitionBOOK | Customer Acquisition

CRS & IBE Our CRS & IBE products enable us to manage rates and inventory

across all distribution channels. They deliver robust reporting,

powerful integrations, and multi-property level functionality.

CUSTOMER ACQUISITION

C O R P O R AT I O N

CRM AND MARKETING AUTOMATION Our hotel marketing platform drives direct and repeat

bookings through automated and personalized

messaging. It serves to improve ROI using automated

room upgrade and online concierge services.

CUSTOMER ACQUISITION CUSTOMER ACQUISITION

C O R P O R AT I O N C O R P O R AT I O N

BOOK | Customer Acquisition BOOK | Customer Acquisition

GROUP BOOKINGS MADE EZ :) RLH Corporation offers full-service planning, catering, and décor arrangements

to suit a diverse range of styles and needs. Experienced staff provide seamless

service that exceeds expectations, not our guests’ budget. When groups join Hello

Rewards they earn perks at our hotels across America and receive credits to cover

event expenses directly or a gift card to spend how they want. Our meeting venues

feature elegant ballrooms, spacious conference rooms and private dining settings

that offer flexibility to groups of all sizes.

OTA PARTNERSHIPS When we harness the distribution

channels of OTA’s we can reach a

much larger audience. We retain more

customers and garner loyalty through

our guest recognition program as well. 30% 53%

41%

HARNESSING THE VALUE OF MASS MARKETPLACES

As more and more guests go to the OTAs to research and book, the OTAs become marketplaces.

RLH Corp. leverages these marketplaces and their channels to better compete in the industry. We grow

our business by 1) improving our brand position and awareness, 2) growing customer acquisition

3) growing market share from these channels, 4) growing direct business through repeat business.

Percentage of travel booked online

OTAs have highest customer engagement

OTAs

Percentage increase in digital travel consumption

140Number of unique sites users visit before booking

RLH Corp. OTA strategy improves hotel margins39%

Rate of OTA’s growth

Hello Rewards members rates and loyalty stay credits

Automatic sign-up for Hello Rewards

Hello Rewards targeted 1:1 offers

Hello Rewards member perks boosts customer loyalty

Improve hotel rank and brand awareness when and where consumers book

Grow Hello Rewards member base and our 1:1 marketing capabilities

Improve conversion = Improve business

Award perks to loyal customers who book on direct channels and preferred third parties

Growing OTA Influence

Percentage of sites visited during the purchase journey that are an OTA site

Sowing Seeds that Build Brand Loyalty

Tapping into OTA Traffic

© 2017 RLH Corporation

CUSTOMER ACQUISITION

C O R P O R AT I O N

BOOK | Customer Acquisition

GUEST MANAGEMENT: ELEVATE GUEST MANAGEMENT,

CREATE EFFICIENCIES

AFFILIATE MARKETING An affiliate marketing program in its truest sense, we tap into

incremental distribution channels for additional revenue opportunities.

GUEST MANAGEMENT GUEST MANAGEMENT

SERVE | Guest Management SERVE | Guest Management

C O R P O R AT I O N C O R P O R AT I O N

REVENUE MANAGEMENT Our revenue management system provides us with revenue intelligence that we

can analyze and gain new insights from. When we leverage these insights, we

can quickly build forecasts and budgets that ultimately help us increase RevPAR..

MOBILE APP Using a mobile platform, such as Moncierge, we can provide in-app booking,

SMS messaging and property details to customers on-the-go. Lower friction

and added convenience increase direct bookings and reservations.

BUSINESS INTELLIGENCE

REPEAT | Business Intelligence

C O R P O R AT I O N

KNOWLEDGE SHARING Teams can collaborate from anywhere using integrated software

from Microsoft. Shared projects can be revised and presented all

from the cloud.

BUSINESS INTELLIGENCE:

MEASURE, UNDERSTAND, OPTIMIZE LIFETIME VALUE

Franchise.RLHCo.com 866-437-4878