Marvin Bemand | 2 May, 2013

2

Team Update

CHR

C1C TOTAL HEADCOUNT - 7

** CHIC : Centara Hotline for Important Clients

Director of Loyalty Marketing(Marvin Bemand)

Campaign ManagerK. Soraya

CRM Operations & Systems Manager

TBH

Data Analytics/ Database Controller K. Oranut Boonchoo (start date May 20th)

Campaign CoordinatorK. Malinee

HEAD OFE-COMMERCETECHNICAL

(K. Phensiri or K. Chaiyadet)

CENTARA(1 CARD)

K. Prapapid

CHIC Reward ProgrammeK. Charinee

Reservations Manager(K. Rudjai)

3

Website

www.centara1card.com

4

Newsletter - April

http://www.centarahotelsresorts.com/enews/c1c/april2013/edm.html

5

Statement - April

http://www.centarahotelsresorts.com/enews/c1c/may2013/c1c_statement.html

Sent this week, normally on 2nd of following month

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Newsletter - May

http://www.centarahotelsresorts.com/enews/c1c/may2013/EDM.html C1C Newsletters to be sent in 3rd week of every month

7

Membership Cards

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Membership Benefits

*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.

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Membership Summary

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)

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Membership Summary

No Blackout datesAll rooms are paid for (@ Best Available Rate)Members can book any room type (if available in Fastbooking) All redemptions are made online via www.centara1card.com Points can be transferred to/from T1CPoints are valid for 2 years (unless transferred)

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C1C

Why did Centara launch C1C ?

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C1C

Why did Centara launch C1C ?

To convert guests from booking via expensive OTA channel to lower cost channel (C1C Bookings @ BAR)

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C1C

Why did Centara launch C1C ?

To convert guests from booking via expensive OTA channel to lower cost channel (C1C Bookings @ BAR) To leverage “The 1 Card” database – over 4.5 Million people (1.5 Million have email)

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C1C

T1C has …..

1.3 Billion Points that expire in 2013

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C1C

T1C has …..

1.3 Billion Points that expire in 2013

For Room @ 3,300 Thai Baht (Redemption of approx 30,000 Points)

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C1C

T1C has …..

1.3 Billion Points that expire in 2013

For Room @ 3,300 Thai Baht (Redemption of approx 30,000 Points)

Represents approx (4M USD)

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Previous Business Model

‘Opt Out’ Model - Auto Enrollment from PMS (to 18 April)

Total enrollment 96,764

Auto enrollment - Total (PMS) 91,875 (95%) Online sign up - Total (C1C,T1C) (4.8%) Records with no email 61,624 (67%) Records with email 30,250 (33%) Of the 33% approx 30% has incorrect data entered (net 20%)

This is not sustainable business going forward if we cannot contact our members -

C1C is an online business.

18

Updated Business Model

We have moved all member data with no contact information (nearly 70%) into separate database

Total C1C members now … 35,167100% of data base have email addresses and are contactable.

Only members you enrol and enter into PMS will be enrolled into C1C !

You must enter this data accurately into PMS with membership number (from C1C Card)

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Updated Business Model

We have moved all member data with no contact information (nearly 70%) into separate database

Total C1C members now … 35,167100% of data base have email addresses and are contactable.

Only members you enrol and enter into PMS will be enrolled into C1C !

You must enter this data accurately into PMS with membership number (from C1C Card)

It is critical for the success of C1C (as an online business) that data is entered correctly into PMS System and we are able to contact our members for marketing purposes. So we can send you redemption bookings.

20

Updated Business Model

We have moved all member data with no contact information (nearly 70%) into separate database

Total C1C members now … 35,167100% of data base have email addresses and are contactable.

Only members you enrol and enter into PMS will be enrolled into C1C !

You must enter this data accurately into PMS with membership number (from C1C Card)

It is critical for the success of C1C (as an online business) that data is entered correctly into PMS System and we are able to contact our members for marketing purposes. So we can send you redemption bookings.

Our Phase 2 is also solely dependant on accurate database -Selling “C1C Points” to Airlines and Third Parties !

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Gen X & Y

Most Informed Generation Always Online Mobile Devices are now a limb Incessant DESIRE TO SHARE – Instagram, Facebook Online profiles are a self curated exhibition of one’s life ! Travel IS part of their exploratory process !

Email Communication with our members is the key to our success !

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Enrolment Options

Passive – member asks to join !

ActiveFacebookCheckin (FO asks Member)

Yes - via PMS (or manual)If No, No – email shot later via Madmimi

Software (but we still need email .. Even if not joining)

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Enrolment

Q: Are you a 1 Card member ?

A: Yes, No or Maybe …

If Yes, enter C1C (either C1C/T1C membership number ) into PMS, along with Name, Email, Passport/ID, Country of Origin. Mailing Address (if possible) if not we can capture later.

If Answer is No … Enter Name, Address, Country of Origin into PMS and Membership number on card. Issue Red Membership Card (No Name) just number.

If Not sure or Maybe, check if T1C member at www.centara1card.com at T1C logo at log in page

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T1C Validation

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Enrolment - Objections

Do I need to give email address ? A: Yes, so we can send you Centara Hotel & Resorts Special offers

Do I need to give mailing address ? Yes, to your send your membership card (once you achieve Tier status – Silver, Gold, Platinum),however, if not given we can chase up later.

Country of Origin (for tailored marketing campaigns)

Telephone number is also important and a requirement (in lieu of mailing address above)

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Enrollment Targets

2013

2012 Occupancy

2012 Room Nts

C1C Allocation

T1C Allocation

Total: C1C+T1C

2012 Occupancy

2012 Room Nts

C1C Allocation

T1C Allocation

Total: C1C+T1C

2012 Occupancy

2012 Room Nts

C1C Allocation

T1C Allocation

Total: C1C+T1C

CGCW 76.0% 12,036 6,018 6,018 83.9% 12,860 6,430 6,430 82.9% 13,132 6,566 6,566

CGLB 67.4% 11,803 5,902 5,902 60.9% 10,324 5,162 5,162 66.0% 11,567 5,783 5,783

CHBR 68.9% 5,320 2,660 2,660 60.8% 4,544 2,272 2,272 75.2% 5,803 2,902 2,902

CMBR 85.9% 14,733 7,366 7,366 90.9% 15,074 7,537 7,537 93.1% 15,962 7,981 7,981

CKBR 52.7% 3,135 1,567 1,567 48.6% 2,799 1,399 1,399 63.4% 3,773 1,886 1,886

CIRM 81.4% 2,825 1,413 1,413 80.2% 2,694 1,347 1,347 86.1% 2,990 1,495 1,495

CSBR 93.3% 5,872 2,936 2,936 93.6% 5,702 2,851 2,851 95.0% 5,976 2,988 2,988

CPBR 70.2% 5,701 2,850 2,850 79.2% 6,228 3,114 3,114 89.9% 7,300 3,650 3,650

CKR 79.0% 8,204 4,102 4,102 83.5% 8,394 4,197 4,197 94.3% 9,791 4,895 4,895

CKT 82.5% 4,042 2,021 2,021 90.4% 4,286 2,143 2,143 86.7% 4,249 2,124 2,124

CVP 82.7% 1,845 922 922 77.2% 1,667 834 834 88.6% 1,977 989 989

CHP 76.7% 2,617 1,308 1,308 84.0% 2,772 1,386 1,386 89.8% 3,063 1,531 1,531

CSV 84.3% 2,665 1,332 1,332 84.9% 2,598 1,299 1,299 91.5% 2,893 1,446 1,446

CHY 56.2% 4,289 2,144 2,144 66.0% 4,867 2,434 2,434 64.6% 4,929 2,465 2,465

CDC 50.0% 7,919 3,959 3,959 56.9% 8,727 4,364 4,364 76.8% 12,161 6,081 6,081

KPC 27.2% 717 358 358 27.3% 696 348 348 62.4% 1,643 821 821

ASC 18.3% 266 133 133 20.1% 284 142 142 26.5% 386 193 193

CUD 57.7% 4,635 2,318 2,318 54.8% 4,257 2,129 2,129 66.5% 5,341 2,670 2,670

CMS 39.8% 1,394 697 697 48.6% 1,647 823 823 33.0% 1,156 578 578

CCT 51.3% 700 350 350 50.7% 669 335 335 31.8% 434 217 217

CRR 69.7% 281 141 141 44.4% 173 87 87 40.5% 163 82 82

WSP 69.7% 843 422 422 91.8% 1,074 537 537 91.5% 1,106 553 553

CPV 77.9% 869 435 435 69.7% 753 376 376 84.5% 943 472 472

CGWP 39.8% 3,395 1,697 1,697 45.3% 3,739 1,869 1,869 78.1% 6,658 3,329 3,329

CAK 54.5% 2,263 1,132 1,132 46.8% 1,881 940 940 73.8% 3,066 1,533 1,533

NVP 46.9% 1,149 575 575 51.9% 1,230 615 615 58.4% 1,430 715 715

CPY 37.1% 2,597 1,299 1,299 54.7% 3,707 1,854 1,854 76.4% 5,351 2,676 2,676

CTB 40.4% 1,127 564 564 59.1% 1,595 797 797 55.1% 1,537 769 769

CKC 41.6% 2,022 1,011 1,011 27.1% 1,278 639 639 32.3% 1,571 786 786

CKK - - 0 17.4% 1,025 512 512 29.1% - 0

CBS - - 0 - 0 0 54.4% - 0

CGC - - 0 - 0 0 22.4% - 0

CDV - - 0 - 0 0 - - 0

CRM 82.0% 2,542 1,271 1,271 41.1% 1,233 617 617 20.7% 642 321 321

CRF - 44.2% - 0 22.6% 948 474 474 12.0% - 0

CWB - 13.0% - 0 5.7% 479 239 239 1.7% - 0

58,903 58,903 60,102 60,102 68,497 68,497

June JulyMay

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Point Awarding

Customer Data will continue to be collected daily from interfaced properties with Comanche, Opera and Epitome PMS Systems -records with membership number only !

Non Interface properties … continue to enter data manually via www.centara1card.com – add member

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Point Awarding

Customer Data will continue to be collected daily from interfaced properties from Comanche, Opera and Epitome PMS Systems - records with membership number only !

Non- Interface properties … must continue to enter data manually via www.centara1card.com – add member

Customer Data must be entered accurately into PMS: Name, Email, ID, Nationality (Mailing address or Telephone number)

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C1C Marketing Campaign

Now database has been cleansed, T1C will allow us to start marketing to T1C database from May

1.5 Million with email address, total of 4.5 Million

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

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Program Costs

0.12 Baht Per Point (Point Delivery Charge to members as per C1C ‘Eligibility Table’)

15% Redemption Fee (All C1C Room Redemptions at BAR)

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C1C Marketing Update

Application form (in process)Mobile App (IOS and Android) commenced discussions with

Aptitude C1C Member Statements published on 2nd of every following

month C1C Member Newsletters third week every month In Room VDO (Completed by 8th May) Designated checkin stand in (by end May) Membership cards (Red) to properties by approx 15th May,

Silver, Gold and Platinum mailout from HO by end of MayC1C Facebook page tba

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C1C Marketing Support

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Enrollment Experience - SPG

SPG

International Hotel Group with Rewards Program for a Global Brand across all star categories with 9 properties in Bangkok, one opening in 2014.

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Competitive Information - SPG

At recent Global PATA Conference (April 2013) - Lothar Pehl, Starwood Regional Vice President for Thailand, Vietnam, Cambodia, Japan, Korea and Guam stated that :

“Nearly 90% of Starwood’s Total Marketing Efforts have shifted to promotion of their loyalty programs in support of their distribution”

And

“10% of their Loyalty Revenue accounts for 30% of their Groups Profit”

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Takeaway

1. Responsibility for collecting and entering customer data and data entry into PMS ! - Daily checking of Front Office data collection. What systems and reviews have been put in place ..

2. Are all customer touchpoints trained up on the benefits of the C1C program ? - Front Office, Guest Services, Hotel Reception & Club Lounge.

3. Are C1C Champions engaging with guests/members - solving customer problems at a property level ?

4. Achieving Enrollment quota, proactively asking guests if they would like to be a member …

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Q & A ??