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RLHCMarketingUpdate1 February 2016
BrandConferenceCallMarketingInitiatives
DISCLAIMER
This online presentation (the “Presentation”) is provided on a strictly private and confidential basis for information purposesonly. By attending or reading this presentation, you will be deemed to have agreed to the obligations and restrictions set outbelow.
• Without the express prior written consent of the Company, the Presentation and any information contained within it may not be (i)reproduced (in whole or in part), (ii) copied at any time, (iii) used for any purpose other than your evaluation of the Company or (iv)provided to any other person, except your employees and advisors with a need to know who are advised of the confidentiality of theinformation. This Presentation does not constitute or form part of, and should not be construed as, an offer, invitation or inducementto purchase or subscribe for securities nor shall it or any part of it form the basis of, or be relied on in connection with, any contract orcommitment whatsoever. This Presentation does not constitute either advice or commendation regarding any securities. Law restrictsthe communication of this presentation; it is not intended for distribution to, or use by any person in, any jurisdiction where suchdistribution or use would be contrary to local law or regulation.
• Several factors could cause actual results, performance or achievements of the company to differ materially from those expressed inor contemplated by the forward-looking statements. Such risks include, but are not limited to, changes to general, domestic andforeign economic conditions; operating risks common in the lodging and franchising industries; changes to the desirability of ourbrands as viewed by hotel operators and customers; changes to the terms or termination of our contracts with franchisees; our abilityto keep pace with improvements in technology utilized for reservations systems and other operating systems; fluctuations in thesupply and demand for hotels rooms; the outcome of litigation; and our ability to effectively manage our indebtedness. These andother risk factors are discussed in detail in the Risk Factors section of the company’s Form 10-K for the year ended December 31,2013, filed with the Securities and Exchange Commission. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise, except as required by law.
• Certain matters discussed throughout all of this presentation constitute forward-looking statements within the meaning of the PrivateSecurities Litigation Reform Act of 1995. Generally, our use of words such as “expect,” “estimate,” “believe,” “anticipate,” “should,““will,” “forecast,” “plan,” project,” “assume” or similar words of futurity identify such forward-looking statements. These forward-lookingstatements are based on management’s current beliefs, assumption and expectations regarding future events, which in turn arebased on information currently available to management. Such statements may relate to projections of the company’s revenue,earnings and other financial and operational measures, company debt levels, ability to repay outstanding indebtedness, payment ofdividends, and future operations, among other matters. We caution you not to place undue reliance on any such forward-lookingstatements. Forward-looking statements do not guarantee future performance and involve known and unknown risks, uncertaintiesand other factors.
HOTEL EXPECTATIONS
Marketing Update
FIELD SERVICES
BRAND STRATEGIES
Q&A
Property Management
Sales
Business Intelligence
Guest Delivery
Marketing Accountability
Brand Services
Field Marketing
Revenue Management
Sales
Branding
RevPAK
Digital Marketing
Relationship Marketing
PR & Comms
What can we do for you?
2015 YE PERFORMANCE*
Occupancy +6.1%
RGI+2.1%
ADR+4.8%
RevPar+11.2%
Market Share91.4%
65-69%RLHC System Contribution
*RLH/RLIS Stabilized
Relationship MarketingNew partner marketing
Loyalty360 award
RevPAK- Oracle Opera Cloud PMS- New revenue management features- Social media monitoring and response
- New hotel performance report cards- Perpetual omni-channel merchandising- IVR virtual res and group desk
eCommerce$10,229,119 +Direct Revenue
2,689% ROAS 3.6% COS*
Communications
$26MM in media
equivalency61 press releases24 newsletters304 eBlasts
BrandingRepositioning efforts
2000+ projects
Photography standards/tiersBrand Boost
*Direct with ad spend only
Group Booking Made Easy in dev during 2015, program launched Jan 2016, with enhanced website to come.
Introduced mobile check-in & keyless entry to Hotel RL. Insights collected from 2015 mobile tools to help develop mobile optimization for all brands.
$12,407,390 = OTA Revenue
$22,636,509 Total Revenue
7 Omni-channel campaigns
38 total campaigns (regional, property, social)
2015 YE RECAP
Jason ThielbahrSVP Revenue Optimization & Distribution
Industry Outlook | Summary
Excellent industry fundamentals w/ lodging demand outpacing supply
More moderate RevPar growth anticipated for 2019 - 2021
Healthy annualized real personal income and declining unemployment expected through 2019
STRATEGYPosition brands
to compete within Upper
Midscale& Economy chain scale segments
+ +
Industry Outlook | Economy is the Strongest Performing Segment
Sarah FrankSr. Dir, Brand Marketing
Caroline CzirrVP Brand Management
Branding | Creative Services
Ads
COLLATERAL Flyers, Postcards, Get Local Guides,
etc
ELECTRONIC Emails, Digital
Presentations, etc
OTHER Airport Signage,
Menus, etcNBD
Last Minute Projects with no
request formRDA Projects TOTAL
January 6 14 21 4 9 80 28 162
February 6 32 30 3 10 80 36 197
March 6 21 24 7 11 88 40 197
April 13 21 29 13 17 88 37 218
May 10 20 27 13 14 104 38 226
June 3 11 12 8 12 81 30 157
July 2 32 24 14 19 92 27 210
August 7 27 22 10 4 19 40 129
September 3 33 16 2 2 43 36 135
October 4 35 13 1 3 39 27 122
November 9 23 16 1 2 25 34 110
December 11 45 25 3 3 3 27 117
Scheduled Projects
5 29 11 10 3 0 68 126
TOTAL 85 343 270 89 109 742 468 2106
New 2016 Media Advertising Direction
American Airlines
Northwest Travel
Delta
Alaska Airlines
Southwest
Communications Platform
Our house is your house, welcome to guesthouse ;)
Beyond simply providing comfort, GuestHouseis passionate about making guests feel welcome. It’s a state of mind that frees guests to let their guard down, be themselves and feel at utmost ease. Recreating this feeling stay after stay is what makes GuestHouse true to its name. Because when you’re here, you’re a guest at our house.
Communications Platform
SETTLE INN & SMILE
With a colorful look and a playful tone, Settle Inn is all about making guests smile. After all, traveling is an exciting experience and one shouldn’t forget to have a little fun every once in a while.
Print Campaign
Ongoing brand level print campaign will continue to position GuestHouse as a place where guests – no matter what GuestHouse they travel to, will feel like a guest in our home.
Print Campaign
Ongoing brand level print campaign to position Settle Inn as a place where guests can unwind, stay awhile, and settle in.
OS&E
Sarah
OS&E
Sarah
Exterior Signage
Exterior Signage
Formula Racing Sponsorship
Sponsorship Objectives:
1. Align consumer demographics 2. Provide engaging and differentiating consumer content
3. Opportunity to provide unique and relevant customer experiences
• By invitation only event & sweepstakes
• Exclusive race experiences
• Exclusive CX opportunities for sales clients (national sales office & lodging development)
4. Allows for brand, property and associate engagement
Formula Racing Branding
Military Makeover Sponsorship
Sponsorship Objectives:
1. Align consumer demographics 2. Provide engaging and differentiating consumer content
3. Opportunity to provide unique and relevant customer experiences
• By invitation only event & sweepstakes
• Exclusive race experiences
• Exclusive CX opportunities for sales clients (national sales office & lodging development)
4. Allows for brand, property and associate engagement
2016 Strategic Initiatives
Content curation for all brands
Build brand awareness for all brands
Increase exposure and impact of all communication platforms and programming
Message the investor story for the lodging development community, as well as for banking and lender confidence
Strengthen trade show presence and event marketing to reinforce corporate and individual brands
Position RLHC brands as ‘owning’ the coffee experience
Brand Marketing
Jason ThielbahrSVP Revenue Optimization & Distribution
(2.4)
1.3 0.3
1.4 1.6 1.5
5.8
9.0 10.0
11.1 10.5
-15.0
-10.0
-5.0
0.0
5.0
10.0
15.0
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15
Distribution | RevPak Continues to Drive RevPAR Growth
50%54%
56%53%
50%52%
55%
48%50%
62%64% 65%
67%
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-14 Q4-14 Q1-15 Q2-15 Q3-15 Oct-15 Nov-15
Distribution | Achieving 67% Brand Contribution
Distribution | Strategic Marketing Integrated with Pricing Strategies
Fiel
d M
arke
tin
gFocus on improving digital storefronts & activating relevant content & campaigns lead to 25% growth in revenues booked through e-Commerce channels, the highest growth channel in the brand.
Optimized RevPak leading to trifecta of performance results: Beat Budget, Grew Market Share and Grew Brand Contribution.Revenue Management for Hire subscribers earned triple the returns in these KPIs than non-subscribers.
Rev
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Res
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On
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Expanded channel representation combined with cost effective distribution led to monthly contribution as high as 69%, the highest level on record for the brand.
64% conversion rate for the year and the second highest yielding distribution channel in our network behind redlion.com. Outperformed on property VOICE average rate by double digits.
Distribution | What’s Coming
Meetings & Events Packages Corporate & LeisureRevPakEnhancements
Booking Made Easy and enhanced digital functionality for small meetings and key SMERF segments
Expansion of Packaging rate programs to improve SEO and attract key market segments. Largest source of market share opportunity is midweek
New unmanaged Corporate and Leisure pricing algorithm within Duetto to drive acquisition over soft and shoulder demand time periods.
Tighter RevPakintegration development between Serenata and Duettodynamic content personalization
Tighter RevPakintegration development between Serenata and Oracle PMS for improved Hello Rewards sign ups and recognition execution
Launch Group digital marketing strategies including meeting planner database creation, email marketing and improved Group user experience online to ensure Group demand contribution at 25%
Right-sizing of brand’s e-Commerce contribution and channel mix of sales
Deeper integrations within and utilizations of the leading technologies within the RevPak Guest Management System
Ensure Hello Rewards execution and line level
Transient rate growth is a priority.
2016 Strategic Initiatives Distribution & Rev Management
Jennifer HatherleyVice President
GuestHouse Brand Page
Settle Inn Brand Page
RLHC Franchise Site
Digital Marketing | New in 2015
On-Demand Site Translations
- Five languages now available on desktop and mobile sites
- Menu header delivers English, Spanish, French, Mandarin and German in one click on any page
- Translations are done real-time via Sovee, eliminating the need for unique translations when pages are added
Digital Marketing | New in 2015
FALL CAMPAIGN
FIRST CAMPAIGN TO EXCEED $7MM
Digital Marketing | New in 2015
BREAST CANCER AWARENESS
Digital Marketing | New in 2015
CYBER MONDAY AND WINTER LONG-TAIL CAMPAIGN
CYBER MONDAY EXCEEDED REVENUE OVER LAST YEAR.
Digital Marketing | Looking Ahead to 2016
New Brand Pages- Single brand pages highlight
unique features and benefits of each brand
- Improved brand gateways - Updated visuals and format to
match the latest competitive best practices.
- In final review, live January 2016
New Groups Page- Improved navigation- Interactive content- Diversified RFP options- In BETA, launches January 2016
Desktop & Mobile Design Refresh- Next phase design refresh as part
of always on UI/UX improvements
- Mobile focus, improve usability as a stand-alone device for pre-during and post experiences.
- Update imagery & site efficiency
UI UX
Ecommerce – Increase rooms revenue contribution from 29.1% to 40%, outperform OTAs. Website content needs to sell rooms on every page.
Booking Conversion – Redlion.com increase to 12% or more, increase repeat business through Hello Rewards and campaigns
Mobile – Optimize UI, polish UX and increased mobile and cross channel presence.
Contextual Email Marketing – Improve lifecycle marketing, dynamic content, easy content authoring via ESP implementations.
WebOps – Always on digital audit, improve UX/UI, add QA/QC process, prioritize tracking & analytics globally, implement agency restructuring and reset virtual team model
Field Marketing – Restructuring agency relationship, relationship building with properties and FM support with accountability cross checks
2016 Strategic Initiatives Digital Marketing
Brigette PenceDirector of Relationship Marketing
Hello Rewards | Loyalty 360 Award
Hello Rewards was named – along with Allstate, Chili’s Grill & Bar and Hilton Worldwide – as a national finalist in the Best Technology & Trends category.
Hello Rewards earned Gold for the integration of Hello Rewards and RevPak guest management systems.
Loyalty360 CX Award Presented Nov 2015
All guest stays as of January 1st at any GuestHouse
or Settle Inn will earn Hello Rewards stay credits
Hello Rewards | Activation
Hello Rewards Stay Credits
GH and SI advisory board meeting
in Feb to discuss Hello Rewards
brand standards
Targeting the end of Q2 for integration
with RevPak CRM to activate
automated stay credit processing
Manual stay credit process communication
being published the week of February 1stStay Credit Process
Full Integration Q2
Advisory Board Mtg in Feb
Hello Rewards members will be surprised and
delighted with a $10 Victrola Coffee Roasters
Coupon Code that can be redeemed in their online
store for world-class coffee, coffee mugs and other
coffee accessories.
Over 2,000 Victrola Coffee Roasters coupon codes
have been sent to Hello Rewards members!
Hello Rewards | Vibe Coffee Group Partnership
Partnership launched Nov 2015
The Play KIND Youth Sports Kit is a value-add for
Youth Sports contracts secured by sales teams. It is
just one less thing coaches have to bring with them
when they stay with RLHC.
Hello Rewards | Play Kind Youth Sports Kit
Launched December 2015
Enhance current Hello Rewards strategic partnerships & introduce new partnerships
Add a co-branded credit card via Commerce Bank for three segments: Members, Meeting Planners and Hotel Owners
Focus on multi-channel marketing to increase member acquisition, current member engagement and retention.
Strong focus on new member acquisition via incentives, campaigns and promotions across different channels
Increase hotel adoption system-wide for consistency in the guest experience
Enhance overall member experience through a cohesive messaging plan
2016 Strategic Initiatives Relationship Marketing
Media Relations | YTD
$26M Earned Media1.1B Impressions
Travel Writers26 Hosted Rm Nights
Conde Nast TravelerUSA Today Huffington PostGlobal TravelerOrbitzTrekarooBloomberg Business
Media Relations | Highlights
$26M Earned Media1.1B Impressions
Social Media | All Channels
Social Media | Hashtags
Plan and execute media FAMs with top rated consumer travel writers and increase outreach to technology-based writers for print and online publications
Update and refine status for travel writers in our Hello Rewards program
Create standardized RegFD training
Collaborate on the earnings release and scripts
Simplify the communications process with a bi-weekly communication containing multiple subjects condensing distribution and an online submission form for comms
Use CRM to manage distribution lists and reassign list owners
2016 Strategic Initiatives Communications
Jamie Metzger,Vice President
Bill Bunce,Vice President
Brand Services & Owner Relations | Update
GuestHouse & Settle Inn Migration & Optimization Property Visits
Hired VP BSOR, Bill Bunce, for all GH and SI hotels.
Jamie Metzger is always an additional resource you can reach out to for all things RLHC.
Brand Services and Owner Relations is the direct liaison between our GuestHouse and Settle Inn families.
Opera and Windsurfer migration has been completed.
2016 BSOR Initiatives will include onboarding all properties to Red Lion email addresses, allowing access to SharePoint, our internal portal.
SharePoint houses all things RLHC,including standards, property dashboards, comms, press releases, purchasing, and other important info from all departments.
- Properties will have own hotel page within SharePoint
Many additional initiatives will be forthcoming this year and BSOR will continue to be your liaison as we move forward.
Bill will be visiting every property once annually and conduct calls regularly. Bills’ visit is provided on a complimentary basis.
Bill is developing property specific agendas to maximize these visits and ensure you are getting the support needed to be successful
Properties will be notified a minimum of 21 days prior To Bills visit.
Owner Portal
Coming Soon
Annual property visits with monthly conference calls additional visits as requested or needed
Monitor/measure all brand initiatives
Onboard GH and SI brands to RMH, FM
Serve as Brand Standard Consultants
Revise existing opening process, develop opening process for new builds, develop opening process for all types GH and SI
2016 Strategic Initiatives Brand Services & Owner Relations
2016 | Master Marketing Calendar
2016 | Strategic Intentions Gantt Chart
QA&