c1 c presentation for owners revised 14 may-2013

Marvin Bemand |14 May, 2013

Overview

www.centara1card.com | page 2

CENTARA The 1 Card - is Centara ‘s Frequent Guest Loyalty Program for individuals to earn points and redeem room nights at Best Available Rate (instead of expensive OTA)

Members earn 5 Points for every 30 Thai Baht (or 1 USD outside Thailand) Excludes Tax, Service Charges and Gratuities. Book via a Preferred Channel to receive DOUBLE POINTS (10 Points/30THB/1USD).

Redemptions can only be made only online via www.centara1card.com.

Members receive points for Rooms, F&B, Spa & Laundry (if booking via a preferred channel receive double points for rooms)

If not staying with CHR, members can also earn points for F&B & Spa and Central Department Stores internationally

http://www.centara1card.com/

Membership Types


Four membership levels:

Classic - (Red Card or “The 1 Card) if existing The 1 Card member will continue to use their existing The 1 Card after enrollment (until the reach Silver status)

Silver - After 7,500 Points or 15 Room Nights (10% bonus points)Gold - After 30,000 Points or 30 Room Nights (25% bonus points)Platinum Elite - After 75,000 Points or 50+ Room nights (50% bonus

points)

The C1C membership is valid for life, however, Silver, Gold and Platinum Elite Membership are only valid for a one (1) membership year, all members must re-qualify every year to keep their membership tier level, if they don’t they will be downgraded.

Card Types/Benefits


Centara Welcome

- Welcome Drinks

- Fresh Fruits - Daily Newspaper (Gold and Platinum Only)Complimentary Internet Access During StayAccess to Exclusive Offer and PromotionPre-Registration for Easy Check-in

Bonus Earning on Every Stay

Exclusive Check-in

Priority Waitlist for Room Reservations

Personal Choice including Pillow Selection

Guarantee Late Check-out until 14.00*

A Choice of 3 Items from Our Welcome Amenities Portfolio

One Complimentary Suit, Pressing or Item of Laundry

Best Available Room Upgrade or Executive Club Access *

Guaranteed Room Availability***

Extra Hours Guaranteed-Check in by 09.00/Check-out by 15.00***

*Room upgrade - one room category only and upon availability. *Club access can be offered only if available at the property. **There is a pillow selection for the Grand, Centara and Boutique Collection brands, but not the Centra brand. *Best available room upgrade: subject to availability.

***Guaranteed room availability requires a minimum of 72 hours advance notice.

C1C Website www.centara1card.com

http://www.centara1card.com/

How to Earn C1C Points


Must enrol in the C1C program to become a member to earn membership points when staying on an ‘eligible’ rate.

Stay at any Centara Hotel & Resort – Rooms*, F&B*, Spa* & Laundry*

Not Stay at Centara – F&B* & Spa Only*

At any Central Department Stores

Only person who occupies the room can earn membership points (except when a family books and stays in more than one room etc)

*Excludes gratuities, tax and service charges and all other hotel services, unless stated.

*Must show membership card (or quote membership number) at Checkin or at time of consuming F&B or Spa services. ‘Eligible’ rate is as per C1C Eligibility Table.

C1C Marketing Support


CENTARA The 1 Card - Supporting Marketing Material for Program

Application form – Printing costs to C1C Program Mobile App (IOS & Android) - All development cost to C1C

Program C1C Member Statements published on end of first week of

following month – Costs to C1C Program C1C Member Newsletters third week every month – Costs to C1C

Program In Room VDO (Completed by Mid May) – Production Costs to C1C

program Designated Checkin LED/Laser stands in (by end May) - Costs

to C1C Program Membership cards – All ongoing card production costs to C1C

Program – Distributed by end of May C1C Facebook page timing tba – All development cost to C1C

Program

Program Costs


CENTARA The 1 Card - Point delivery cost @ 0.12 Baht per point issued by properties.

CENTARA The 1 Card – 15% booking fee for all redemption bookings – all rooms paid for at Best Available Rate (BAR)

CENTARA The 1 Card - No cost to property for iRewards technology platform or Marketing, EDM, Media campaigns or overhead in CRO, CRM, Marketing team with C1C.

C1C Partners – The 1 Card (T1C)


CENTARA The 1 Card – The 1 Card

TIC Market potential is 1.5 Million with email address, total of 4.5 Million

T1C Members will redeem room nights at BAR rate using points instead of OTA

T1C and C1C marketing teams focused on driving T1C registration and redemption with C1C

Communication channels - EDM, SMS, Direct Mail, Monthly statements & newsletters to members. All ongoing marketing costs to C1C Program

T1C has 1.3 Billion points that expire in 2013 if redeeming room night valued at 3,800 Thai Baht (33,108 Point value) or potential of 39,265 room nights or 4MUSD.

C1C Partners –Thai Airways ROP


CENTARA The 1 Card – Thai Airways Royal Orchid Plus (ROP)

We have commenced discussions with Thai Airways ROP. With the new IFRIC Accounting Practice. As a result of this new guideline, ROP is driven to move more Airmiles off their books.

ROP advises they have significantly more ‘Airmiles/Points’ that T1C and therefore represents a significant opportunity for CHR.

Centara Hotels & Resorts is very attractive to ROP members due to Centara’s planned expansion to 100+ properties over the next 2 years.

Timing of planned partnership is Q4 2013.

C1C Partners - Additional


CENTARA The 1 Card - Plans to continue to grow the C1C Partner channel from 2014 onwards

Including: Airlines, Car Rental, Airport Lounges, Credit Card partners

Centara –The 1 Card Team

Summary


Designed to encourage CENTARA guests to book direct via Best Available Rates.

Reach over 4.5 Million T1C members with 1.3 Billion points that will expire in 2013 –nearly 40,000 room nights or 4M USD potential.

Grow C1C Partner channel, Thai Airways in 2013, with additional partners planned in 2014. Significant opportunity to drive more room nights (ROP convert Airmiles for C1C Points). ROP has significantly more Airmiles/Points than T1C.

C1C Database expected to reach 1 Million end of 2013.

THANK YOU

Chris [email protected]

c1 c presentation for owners revised 14 may-2013

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