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Marketing Roles and Responsibilities 2

Global Loyalty Marketing Overview 3

Marketing Across Platforms 4

Global Loyalty Promotions 5

Moments 6

Social Content Strategy 7

Email Content Strategy 8

Email Marketing Campaigns 9 - 10

Self-Service Email Toolset: Overview 12

Local Campaign Builder (LCB) 13

Marriott Email Template Tool (METT) 14

Hotel Specials 15

Loyalty Redemption Offers 16

BrandWorks 17

The General Data Protection Regulation (GDPR) 19

GDPR Applicability 20

Marriott International GDPR Marketing Policy 21 - 22

Logo Usage Guidelines 23

Learning Resources 25

Program Resources 26

CONNECTOR

Reference Guide

Marriott Bonvoy Connector Overview 2

Marriott Bonvoy Connector Role Description 3

Marriott Bonvoy Training Resource Overview 6

System Access 7

Collateral Overview + Ordering 8

Support Resources 9

Land-It Marriott Bonvoy Connector Assignment 10

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OVERVIEWThe Marriott Bonvoy Connector is responsible for fostering the loyalty

culture by actively promoting program awareness, leading the Marriott

Bonvoy Member experience at his/her property and influencing all

departments to lead with loyalty. Review the Leading Loyalty course on

the Digital Learning Platform (DLP) for more information.

ATTRIBUTES• Experience with daily front office tasks

• Knowledgeable about their hotel’s property systems

• Informed of the available tools and resources to track their hotel’s

loyalty performance

The ideal candidate is a strong, innovative, and dedicated leader who

exemplifies the Loyalty Mindset and can mentor, train, and motivate

their associates on all aspects of the Marriott Bonvoy Loyalty Program

and benefit delivery.

Access the Loyalty Strategy Template on MGS or the DLP. This downloadable self-

assessment features questions and checklists intended to help your team tailor a Loyalty

Strategy to the unique needs and circumstances of your hotel.

MARRIOTT BONVOY CONNECTOR OVERVIEW

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PROGRAM EXPERT SET UP TEAMSFOR SUCCESS

DRIVE LOYALTY OPERATIONS

LOYALTY LIAISON

Know the Marriott Bonvoy Loyalty program, including member benefits, processes, and program economics.

Engage fellow Marriott BonvoyConnectors at other hotels to share success stories and best practices.

Develop the hotel's training strategy, and ensure everyone takes proper training to meet loyalty goals, e.g. enrollment, elite appreciation, and benefit execution.

Ensure all associates have proper system access as needed (refer to page 7).

Celebrate success with enrollment incentives and Elite Appreciation targets.

Partner with leadership to develop the hotel's Loyalty Strategy.

Manage the operational checklist to ensure all tasks are completed consistently, on time, and in compliance.

Monitor performance and lead improvement efforts.

Ensure proper collateral is available.

Drive collaboration between departments to deliver member recognition and program benefits.

Primary liaison between hotel and Loyalty team.

Where applicable, maintain regular communication with Performance Coordinator.

KEY RESOURCES

Elite Benefits At-A-Glance Loyalty Training Resources (pg 6) Digital Learning Platform (DLP) Reporting Job Aid System Access Process Summary (pg 7) Enrollment Goals on MGS Enrollment Best Practices

Loyalty Strategy Template Managing Loyalty

Performance Reference Guide Loyalty Operations Checklists Loyalty MGS page Collateral Ordering Guide (pg 8)

Support Resource Contacts (pg 9) Land-It Marriott Bonvoy Connector Assignment

(pg 10)

Note: Links are interactive in digital version of the guide.

MARRIOTT BONVOY CONNECTOR ROLE DESCRIPTION Connect leadership and the Loyalty strategy with daily operations at your hotel.

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DAILY WEEKLY MONTHLY

Check in with front office leaders to answer questions, address issues and challenges such as with certificates or night audit transmissions.

Attend hotel and staff meetings/briefings as appropriate.

Discuss Loyalty key metrics at your hotel, e.g. enrollment goals and Elite Appreciation goals and actuals.

Review information and reports to ensure upgrades and late check-out requests are fulfilled.

Review plan to ensure preferences, special requests and benefits are met for upcoming reservations; connect with front office leader to ensure strategies are successful.

Review reports such as EMPOWER: Guest Experiences, guestVoice, Stay Error Correction, to evaluate hotel loyalty performance. Refer to the Loyalty Performance Management Reference Guide for details.

Review comprehensive pre-arrival planning strategy with front office leaders.

Confirm front desk process for Elite Benefit delivery including late check-out and upgrade strategy.

As applicable, review performance report with Executive Committee.

Support rooms and F&B leaders in evaluating Concierge/Executive Lounge strategy; forecast, offerings, supplies and staffing.

Attend regular meetings with team and other departments for example F&B, housekeeping.

Review Loyalty Strategy Template for additional details and considerations at your hotel.

MARRIOTT BONVOY CONNECTOR ROLE CHECKLISTYour role as a Marriott Bonvoy Connector is to guide the Loyalty strategy and help your teams navigate the day-to-day tactical steps. These are some of the daily, weekly, and monthly tasks to consider as part of your Loyalty responsibilities.

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Front Office Daily Standup

Front Office Daily Standup

Front Office Daily Standup

Front Office Daily Standup

Front Office Daily Standup

Weekly team meeting

Review performance reports

Meet with Front Office manager to brainstorm improvements to redemption stay experiences

Review Loyalty Strategy Template with GM

Confirm system access for team

Review completed operational checklist tasks with team

Review completed operational checklist tasks with team

Review Loyalty reports

Confirm Elite Benefit delivery strategy

Evaluate lounge strategyCertificate/night audit meeting

Certificate/night audit meeting

Certificate/night audit meeting Certificate/night audit meeting

Certificate/night audit meeting

Pre-arrival planning

Pre-arrival planning

Pre-arrival planningPre-arrival planning

Upgrade/late checkout request delivery validation

When I first reviewed the Loyalty

Strategy Template, I felt overwhelmed.

There are a lot of items to consider to

drive Loyalty operational excellence at

our hotel.

We didn’t do everything that is featured

all at once. But we’ve created a rhythm

that works.

My recommendation is to use the

Loyalty Strategy Template as a starting

point and then build on the items that

work at your hotel.

”WEEK IN THE LIFE Sample weekly calendar of a Marriott Bonvoy Connector

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Multiple training resources exist, including videos, simulations and

reference guides tailored by role.

Training is automatically assigned in Marriott's Digital Learning Platform

based on associate function selection.

Marriott Bonvoy Connectors should select the 'Marriott Bonvoy

Connector' option under the 'Extra Work Duties' function selection on the

DLP to ensure they receive access to the full suite of training available.

Marriott Bonvoy Connectors can also work with their learning coordinator

to assign additional training to their teams as needed.

Reporting also exists for tracking progress and completion.

DLP Quick LinkAccess Loyalty learning content

DLP Reporting Job AidSteps to report learner progress

LOYALTY TRAINING RESOURCE OVERVIEW

Interactive Planning Tool Determine training assignments by function

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OVERVIEWMany systems work together to enhance

guest services and Marriott Bonvoy

program processes and performance. The

following systems allow you to pull

through Loyalty at your hotel.

SYSTEMSEMPOWER: Guest Experiences A total hotel tool providing a single platform for all disciplines at a hotel to use global guest profiles to drive customer insights and loyalty. MGS Search Keyword: Empower GXP

guestVoiceMarriott's global guest feedback program that builds on the strengths of our GSS and ESS programs and integrates guest sentiment from social media listening. MGS Search Keyword: guestVoice

eBonusThe eBonus tool allows hotels to automatically post bonus Loyalty points or frequent flyer miles to a Loyalty member account.MGS Search Keyword: eBonus

Group Posting ToolUsed with Marriott Bonvoy Events to facilitate the posting of points or airline miles to members who have earned them by holding a meeting or event at your property. MGS Search Keyword: Group Posting Tool

ARSAutomated Reimbursement System (ARS) houses certificate information and provides GRR statistics, which are the most reliable source to view premium reimbursements. Information is available five days after it actualizes.

MRDW (Marriott Reservation Data Warehouse)Various Loyalty reports that provide information on Loyalty member activity at your hotel, including top 50 reports, room nights and revenue, stay error correction, etc. MGS Search Keyword: MRDW

MARSHAReservation system; sends ARS GRR data MRDW — MGS Search Keyword MARSHA

SYSTEM ACCESS

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OVERVIEWIn-hotel collateral contributes to member recognition, program

awareness and a sense of belonging by providing continuity among

brands. Examples of in-hotel collateral are shown and available in

other languages.

For new hotels, the Training Facilitator will order a start-up kit of

required collateral and signage. Afterwards, most collateral can be

ordered through your approved vendor(s).

Refer to your brand and continent processes and requirements.

COLLATERAL ORDERING

Marriott Bonvoy Order Link

COLLATERAL OVERVIEW AND ORDERING

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LOYALTY OPERATIONSFor any questions related to the operational pull-through of Marriott Bonvoy, such as Elite welcome gift delivery, pre-

arrival planning and training resources, contact LoyaltyPerformance@marriott.com.

MARRIOTT BONVOY PROPERTY PERFORMANCE & SUPPORT For any program related questions, such as Elite benefits, redemption certificates, enrollments, and missing stays,

contact Marriott Bonvoy Property Performance & Support.

LOYALTY PERFORMANCE COORDINATORSWhere available, Loyalty Performance Coordinators provide additional hotel specific support. Refer to your continent

guidelines for details. LoyaltyPerformance@marriott.com

EMPOWER: GUEST EXPERIENCESGXP@marriott.com

MOBILE GUEST SERVICESmobileservices@marriott.com

MARRIOTT GLOBAL SOURCEMarriott Bonvoy Connectors

SUPPORT RESOURCES

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It’s important to keep the Marriott Bonvoy Connector contact up-to-date on

Land-It.

Hotels must identify a new Marriott Bonvoy Connector if the role becomes

vacant due to an associate transition or other staffing changes.

MARRIOTT BONVOY HOTELSUpdate Marriott Bonvoy Connector information through Land-It

Add or Modify a Project Coach job aid

Land-It Online Implementation Tool

LAND-IT MARRIOTT BONVOY CONNECTOR ASSIGNMENT

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MGS > Sales, Marketing & Revenue Management > Loyalty > Tools & Resources > Operations Support

FOR PROGRAM QUESTIONS

Marriott Bonvoy Property Performance & Support is a global team designated as the first point of contact for properties to assist in program operations and delivery (e.g., redemption certificates, benefit eligibility, and enrollments, etc.)