marriott rewards-edp-final
TRANSCRIPT
MARRIOTT REWARDS PROGRAM
• Attract and retain loyal guests in order to drive paid room nights across Marriott’s portfolio of brands.
• Highly effective marketing platform to build long-term relationships with Marriott’s most profitable guests
What is Marriott Rewards?
How does it benefit the Guest?• Multi brand recognition within Marriott International
• Free and Life time Membership
• Rewards points/miles based on nights spent on the calendar year
• Level of membership once obtained is valid for the remaining calendar year to the end of the following year
• Creates brand loyalty
• Gives repeat business
• Drives customer awareness
• Increases occupancy
• Strengthens financial results
How does it benefit the hotel?
How to Drive Marriott Rewards?
Marriott Rewards
Activation Rate
Enrollment Rate
• Activation itself says that it is achieved once a membership is active.
• Membership Active is when a guest gets enrolled and stays in any Marriott property within the next 120 days
Activation Rate
Enrollment RateEnrollment Rate is Number of enrollments done within
specific time limit.
YTD Enrollments Target 2014- 2995
MTD Enrollment Target 2014– 250
YTD Enrollments Achieved – 2521
YTD Activation Rate Target 2014- 15%
MTD Activation Rate Target 2014– 15%
YTD Activation Rate% Achieved - 11.4%
Enrollment Rate 2013-2014
Jan-Mar April-June July-Sept Oct-Dec0
200
400
600
800
1000
1200
1008
646
437
561517
756
1116
0
20132014
Total Enrollments 20132882
Total Enrollments 20142546
Activation Rate 2013-2014
2013 20140
2
4
6
8
10
12
14
16
15.5
11.4
Activation Rate
Activation Rate
How to Increase Activation Rate?• In order to Maximize Activation Rate it is critical to interact and
ask the right questions before enrollment.
• Close co ordination with Sales team to identify Top 5 Corporate accounts and driver MRW enrollments to further boost the Activation rate %
Top 5 Corporate Accounts – Oct – Dec
• Tetra Pak• Siemens• Tata Technologies• IBM• Knorr Bremse
Top 5 Corporate accounts- YTD
• IBM• Cognizant• Accenture• Knorr Bremse• Tetra Pak
Set a Process.. Scan arrivals starting 2 days in advance for a day.
Which would include: • Repeat guest who are non members • Long stayers• Potential Repeat Business Guest• All guests from Top 5 corporate accounts
Discuss in the arrival Meet
The same can be noted in alerts of the Guest reservation for enrollment upon arrival to remind front desk staff for enrolling.
Tracking at the end of the day for Guest who were not enrolled from the arrivals for that day.
Prepare a report which would have statistics of • How many guests checked in• How many enrollments done for the day
Any guest who was missed enrolling can be enrolled during the stay or at check out
Hence alert to be left stating the guest needs to be enrolled.
How to Convince the Guest?• Free Enrollment
• Lifetime Enrollment
• Complimentary Internet
• Interacting with the Guest
• Educating the Guest about Elite Benefits
• Marriott Mobile Guest Services Application
Members Get More!!
Marriott Rewards tries to increase the Guest experience using technology.
•Mobile Guest services
•Digital Card
• Focus on Gen y and Increase Awareness about the Program.
• Increase database of loyal guest by converting them from 1st timers to long term loyalists
Mobile Guest Services
As a benefit to Rewards members, Mobile Guest Services is a new digital service platform to transform the total guest experience, including
the stay itself, in an effort to stay relevant to next generation travelers and connect with them on their terms.
Digital CardMarriott Rewards program will transition away from plastic Elite membership cards, asking members to carry their mobile Elite membership card through the Marriott
mobile app.
Only Silver, Gold and Platinum Marriott Rewards members, who have achieved the next Elite level, will no longer receive a plastic membership card via direct mail. These members will be required to access their mobile Elite membership card by downloading the Marriott mobile app. Members will
continue to receive their Elite level specific brochure with terms and conditions.
Strategy to Achieve Target•Concentrating on each and every Guest
•Scanning Future arrivals for non members
•Marketing the program correctly specially with newer aspects
• Measure your performance on daily basis
•Individual targets aligned towards meeting monthly and yearlyGoals
Thank You!!