MEA&T REGIONAL MARKETING
UPDATE
Welcome TO 2017
What a start! In Q1 we have lost an ‘H’, gained some great Hilton Honors benefits, have a new ‘look & feel’ and launched a new global campaign. Love is in the air in Istanbul , and you can take a ‘Spiritual Journey’ The Annual MEA&T Marketing & eCommerce Summit had a jam packed and exciting agenda. Look out for an update on ‘The Matrix Challenge’. Fresh to market, we are excited to share an update on upcoming campaigns, as well as some of our new hotel openings. We are flying the ‘Hilton flag’ at three key Tradeshows in April and May, showcasing our brands and supporting our properties. We hope you enjoy this update – Keep Connected.
Oliver
CONTENTS Welcome to the Family
6
2017 Calendar
8
Campaign Performence
10
Campaign Updates
12
Fresh To Market - New Campaigns
20
Tradeshow Highlights
24
We Are Hilton
26
2017 Summit Snapshot
34
New On The Horizon
38
WELCOME
Etosha National Park, Namibia
Welcome
TO THE HILTON FAMILY
MYRIAM PETIT Director, Cluster Marketing & Communications, Hilton Cluster Dubai
6
NADINE NAZI Manager, Marketing & Communications, Hilton Habtoor Cluster Beirut
HEIDI MAKADY
MORAY LE ROUX Executive, Regional Marketing & eCommerce, A&IO
PAMIR KARGIN Executive, Marketing & PR, Hilton Ankara
RUTH CARPENTER Manager, Marketing, Waldorf Astoria Ras Al Khaimah
Director, Cluster Marketing & Communications, Hilton Doha and DoubleTree by Hilton Hotel Doha Old Town
MERVE SECKIN Manager, Marketing & PR, Hilton Istanbul Bomonti
ECE ULUBEY Executive, Marketing and PR, Hilton Istanbul Bomonti
FATMA KURL Executive, Marketing & PR, Conrad Istanbul Bosphorus
SAPNA CHADNA Director Marketing & PR, Hilton Abu Dhabi
IHAB KARKABA Manager, Manager, Hilton Makkah Convention Hotel
NATALIE HARRISON Manager, Marketing, Cluster Southern Africa 7
2017 CALENDAR
The Great Sphinx and the Pyramids of Giza, Egypt
MEA & TURKEY 2017 PLANNED MARKETING ACTIVITIES JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEPT
OCT
NOV
DEC
MEA&T REGIONAL MARKETING ACITVITIES MEA&T GDS Campaign
MEA Weekend Campaign
UAE Radio Sponsorship
MEA Leisure Campaign
Lux. Weekender Campaign Dubai Destination Campaign
RAK Destination Campaign Egypt Winter Sale
Spiritual Journey Makkah/Madinah
MEA Summer Sale Upweight
RAK Destination Campaign Spiritual Journey Makkah/ Madinah Egypt Destination Campaign
Istanbul Destination Campaign Africa Business Traveller Destination Campaign
Turkey Winter Sale Upweight
Africa Business Traveller Destination Campaign Egypt Destination Campaign
Boss Baby Partnership
PORTFOLIO BRAND CAMPAIGNS Stop Clicking Around 3
EMEA Weekend Campaign
EMEA Weekend Campaign
EMEA RATE SALE PROMOTIONS EMEA Winter Sale 16 Nov To 31 Jan
EMEA A Flash Sale – w/c 14 Mar
EMEA Summer Sale Save up to 30% Tues 24 May – Sun 4 Sep
EMEA A Flash Sale – w/c 4 Oct – 10 Oct
EMEA Winter Sale – w/c 14 Nov to 31 Jan
EMEA PARTNERSHIP EMEA-wide Activities MEA Citibank Offer (20% OFF BAR) Vodafone Egypt
Visa & Barclays Egypt
Turkish Airlines
Visa & Barclays Egypt
Egypt Air
9
CAMPAIGN PERFORMANCE Mauritius Beach, Mauritius
WINTER SALE 2016/2017 MEA&T
vs. LY
AP
vs. LY
Turkey
vs. LY
KSA
vs. LY
Africa/IO
vs. LY
E/L
vs. LY
All
$52,086,769
14.4%
$22,859,639
16.7%
$4,205,479
(4%)
$15,748,526
12%
$5,919,980
21.5%
$3,353,145
27.9%
Comp
$46,360,422
7.1%
$21,460,631
13.7%
$3,903,172
(9.4%)
$13,307,404
(1.3%)
$4,962,280
18.7%
$2,726,935
11.5%
Noncomp
$5,726,347
-
$1,399,008
-
$302,307
-
$2,441,122
-
$957,701
-
$626,209
-
$52,086 mil ROOM REV.
$45,86 mil TARGET
Booking Channel*
AP
Turkey
KSA
Africa / IO
Egypt Levant
$21,460,631
$3,903,172
$13,307,404
$4,962,280
$2,726,935
Property - $2,048,135 (13.2%)
Property - $860,922 (13.4%)
Property - $3,615,833 (4%)
Property - $369,176 (31.7%)
Property - $266,871 (15.6%)
Reserv. Center - $462,525 (6.5%)
Reserv. Center - $61,393 (30.3%)
Reserv. Center - $1,166,218 (11.4%)
Reserv. Center - $71,584 (43%)
Reserv. Center - $131,343 (20.2%)
GDS - $112,748 (5.1%)
GDS - $18,661 (41%)
GDS - $39,137 (10.4%)
GDS - $74,607 (2.7%)
GDS - $7,683 (49.4%)
Online - $6,901,601 (17.8%)
Online - $830,062 (19.1%)
Online - $2,467,541 (12.1%)
Online - $2,173,097 (15.9%)
Online - $464,643 (32.4%)
OTA - $11,935,622 (12.5%)
OTA - $2,132,135 (11.2%)
OTA - $6,018,674 (6.2%)
OTA - $2,273,816 (24.7%)
OTA - $1,856,395 (6.7%)
Waldorf Astoria Dubai Palm Jumeirah
Hilton Istanbul Bomonti Hotel & Conference Centre
Hilton Suites Makkah
Hilton Seychelles Northolme Resort & Spa
Ramses Hilton
Hilton Dubai Jumeirah Beach
Hilton Istanbul Bosphorous
Hilton Dubai The Walk
Conrad Istanbul Bosphorous
Conrad Dubai
DT by Hilton Istanbul Moda
DT by Hilton Dubai Jumeirah Beach
Hilton Izmir
Top Performing Hotels
Makkah Hilton Towers Makkah Hilton Hotel
Hilton Seychelles Labriz Resort & Spa
Conrad Makkah
Hilton Mauritius Resort & Spa
Madinah Hilton Hotel
Hilton Durban Hilton Sandton
Conrad Hilton Hilton Garden Inn Tanger City Center Hilton Cairo Zamalek Residences Hilton Cairo World Trade Center Residences
11
CAMPAIGN UPDATES
Simien Mountains National Park, Ethiopia
Istanbul
DESTINATION PROJECT Now for the Love of Istanbul! / Şimdi İstanbul Aşki! MARKETING SUPPORT, PLATFORMS AND CHANNELS:
•
•
•
14
32 unique professional videos featuring Istanbul hotels and key Hilton Executives in Turkey. All videos are with Turkish voice over and English subtitles. Landing page on hilton.com.tr www.hilton.co.tr/ simdiistanbulaski Dedicated in-language social media channels to feature the videos: - www.youtube.com/ simdiistanbulaski - www.facebook.com/ simdiistanbulaski - www.instagram.com/ simdiistanbulaski
•
Photo sweepstakes to be run on Facebook and Instagram. Total number of social media followers of the sweepstakes jury is 2M.
•
Press release
•
Hotels’ social media channels (Facebook, Instagram, Twitter)
•
Hilton Portfolio Facebook page
•
Turkey leisure e-newsletter
•
Social media accounts of Hilton portfolio of hotels in Istanbul and Turkey
•
On-property merchandising
TARGET AUDIENCE Domestic Leisure and Business travellers (individuals, families, couples) living in Turkey, visiting or considering visiting Istanbul.
CAMPAIGN DETAILS Campaign period: 9 Feb - 9 April 2017 Cost to hotels: No cost to hotels other than prizes provided for the photo contest. Campaign is funded by Brand
Marketing.
Keep a look out…
15
THE BOSS BABY MOVIE CAMPAIGN 27 March to end of June
Introduction •
An exciting and exclusive partnership with Fox Studios and DreamWorks animation on the launch of the animated film ‘The Boss Baby’.
Why are we partnering with the Boss Baby? • • • • • •
The film resonates with the family target market Over 25m views of the trailer to date without promotion We’ve exclusivity - we have access to exclusive, money-can’t-buy assets to drive greater engagement It creates standout - a campaign like this can create real impact and a difference in a cluttered marketplace It fits - both the plot and character compliment Hilton well.
Our Objectives • • •
To change consumer perception of Hilton as family-friendly brands 1 To make our target audience aware of the Hilton family offering and ‘evergreen’ proposition - that kids can stay eat for free To increase share of family business in our relevant hotels and destinations
Offer •
A ‘mirror’ BAR SRP - KIDS STAY AND EAT FOR FREE has been created
Marketing (From 27 March to mid June) • •
16
• •
Fully integrated marketing and PR plan with paid media (online, offline, social and cinema ads) going live in UK, Germany and Germany On-property activation through POS at 21 family hotels in Arabian Peninsula Hilton owned channels Private cinema screening in Dubai in April
Activity Packs for Hotels to give out at Check-in
Pull Up Banner
Campaign Landing Page
Digital Banners
Selfie Spot
Cinema TVC (Password B055baby)
17
KINGDOM OF SAUDI ARABIA
Spiritual Journey Campaign
The Spiritual Journey campaign is a multi-brand promotion for all hotels in Makkah, Madinah and Jeddah. Targeting religious travellers from the GCC, Egypt, Turkey, Pakistan and India. Its focus is on driving transient revenue throughout 2017. The campaign is aligned with the “Book Direct� messaging that was established last year and its objective is to drive direct bookings and channel shift, offering 20% off BAR BB when booking directly with any of the participating hotels. Marketing activities leverage key online and social media channels (Facebook and WhatsApp) supported by a dedicated eNewsletter targeting key source markets like Saudi Arabia, Kuwait, Qatar and UAE.
OBJECTIVES
1 Drive leisure revenue for the Makkah and Madinah hotels
18
2 Drive direct bookings and channel shift
3 Increase brand awareness and engagement through online and social media channels
PAID SEARCH Paid Search strategy will focus on maximising exposure across both brand and generic terms with an increased focus on MOBILE. This will ensure high average positions with sale lead ad copy supporting the Spiritual Journey campaign.
META SEARCH Meta search (mainly price comparison sites) is important to drive direct channel revenue, and there will be focus on ensuring that our brand. com site is positioned in the first position ahead of third parties, therefore driving direct channel sales and lowering distribution costs.
DISPLAY Prospecting campaign and re-targeting campaign with customised creatives using the weekender theme to maximise exposure by dovetailing on the global weekender campaign. “Always on� dynamic retargeting opportunities will be maximised.
RETAILED ACROSS
2 LANGUAGES: ENGLISH AND ARABIC
TARGET AUDIENCE
OFFER TYPE
COMMERCIAL NEEDS
19
FRESH TO MARKET
Ruins of Petra, Jordan
EMEA/MEA SUMMER SALE Embrace the challenge and be ready to own 2017.
Objective • • •
Drive leisure revenue Drive direct bookings and channel shift Grow leisure/weekend market share
Offer •
Up to 20% off BAR & BAR BB
Campaign Period • •
MEA – Tuesday 16th May to Monday 4th September 2017 Europe – Tuesday 13th June to Monday 4th September 2017
Marketing Support •
• • •
TBC - fully integrated marketing plan consisting of digital, email, social, email, partner channels etc. Planned MEA marketing activities: Summer Radio campaign Social media tactical support Print and email marketing
21
EMEA LUXURY WEEKENDER CAMPAIGN 13 April to 24 May Launch of a EMEA luxury brand campaign to support the hotels during this need period, by driving transient leisure stays with a particular focus on weekends for the luxury brands in EMEA. Promote both domestic and key Tier 1 outbound destinations, such as Dubai, London and Istanbul.
Objective • •
•
Win the market share battle for weekends and holidays Increase consideration and raise awareness of our luxury portfolio of hotels within MEA and Europe Drive bookings through key owned and paid channels
Offer •
Lead rate and destination messaging
Campaign Period •
13 April to 24 May
Marketing Support • • • • •
22
Social content adverts Print in KSA PPC - MEA-wide eDM - KSA Dedicated landing page on the Arabic site
rewards earn earn triple triple the the
GET REWARDED WITH THE HILTON HHONORS™ EVENT PLANNER PROGRAM. GET GET REWARDED REWARDED WITH WITH THE THE HILTON HILTON HHONORS™ HHONORS™ EVENT EVENT PLANNER PLANNER PROGRAM. PROGRAM. ™ Get event planner program. Get more more with with the the Hilton Hilton Honors Honors™ ™ event planner program.
Get more with the Hilton Honors event planner program.
For a limited time, earn 3 Hilton Honors Bonus Points for every eligible $1 USD spent on For a time, earn Hilton Bonus Points for every eligible $1 USD spent on Formeetings a limited limited and time,events earn 3 3booked Hilton Honors Honors Bonus Points for every eligible $1 USD spent on now through September 30, 2017 and completed by meetings and and events events booked booked now now through through September September 30, 30, 2017 2017 and and completed completed by by meetings September September 30, 30, 2017. 2017. September 30, 2017.
Get started at HiltonHonors.com/PlannerBonus Get Get started started at at HiltonHonors.com/PlannerBonus HiltonHonors.com/PlannerBonus
TRADESHOW NEWS
Kuwait Cityscape, Kuwait
EXHIBITION SUPPORT ATM 24 TO 27 APRIL
INDABA/WTM SOUTH AFRICA
Indaba - 16 to 18 May Marketing Support • • •
Marketing Support •
• • •
Stand branding - featuring new openings, e.g. Curio Doha, DT Business Bay, HGI RAK, Makkah, Cabo Verde etc. Branded trolley boxes featuring key properties DT cookie distribution Sales support collaterals
Stand branding Branded trolley boxes featuring key properties Sales support collaterals
WTM - 19 to 21 April Marketing Support • •
Stand branding Sales support collaterals
25
WE ARE HILTON
Wadi Shab, Oman
One Name HAS STOOD FOR HOSPITALITY FOR NEARLY A CENTURY
WE ARE HILTON WE ARE HOSPITALITY We are united under one name to leverage our legacy and the power of our Portfolio of Brands. Our brand has a vibrant, bold presence that gives our name more meaning and builds equity—adding weight and unified action to everything we do. Our identity has an opportunity to reflect the power and meaning of our name. So we are evolving our identity under one name that everyone already knows—the only name we need. We are no longer Hilton Worldwide. Simply Hilton.
FIVE THINGS WE ALL SHOULD KNOW ABOUT THE HILTON BRAND:
28
1 2 3 4 5
Hilton goes by one name now. We are no longer Hilton Worldwide. Simply Hilton. Hilton is inspired by a new Purpose Platform that drives how we speak, how we act and how we look. Hilton has a new Brand Platform, too—a new tone of voice, identity system and visual language. Hilton is represented by a new logo that helps communicate that we all live under one brand. Hilton has a new color palette that will make us known for the color blue.
WE HAVE ONE PURPOSE PLATFORM. Our Purpose Platform ensures we are known as one, unified global brand. And gives our brand meaning. This creates consistent emotional impact throughout the enterprise. And it’s meaningful to all of our audiences: Guests, Team Members, Owners, Shareholders and Communities.
Our Vision
To fill the earth with the light and warmth of hospitality—by delivering exceptional experiences— every hotel, every Guest, every time.
Our Mission
To be the most hospitable company in the world—by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners and a positive impact in our Communities.
Our Values
HOSPITALITY We are passionate about delivering exceptional Guest experiences. INTEGRITY We do the right thing, all the time. LEADERSHIP We are leaders in our industry and in our Communities. TEAMWORK We are team players in everything we do. OWNERSHIP We are owners of our actions and decisions. Dhows moored off Museum Park, Doha
29
AT-A-GLANCE Hilton is a leading global hospitality company, spanning the lodging sector from luxury and full-service hotels and resorts to extended-stay suites and focused-service hotels. The company’s portfolio includes fourteen world-class global brands and an award-winning customer loyalty program, Hilton Honors.
Award-winning loyalty program with more than 60 million members.
HOTELS COUNTRIES & TERRITORIES
The stylish, forward-thinking global leader in hospitality.
Offers Offers smart unforgettable luxury travelers experiences inspiring at iconic connections and destinations intuitive service around the world. in a world of style.
Canopy by Hilton A global Fast-growing, A gathering of is designed collection of global collection original upscale as a natural unique upscale of upscale hotels hotels that extension of the hotels and in gateway cities, caters to guests neighbourhood resorts handmetropolitan seeking reliability with local design, picked for their areas and and value in their food & drink, distinctive vacation independent culture, guestcharacter, destinations. hotel choices. directed service, appealing to and surprisingly passionate comfortable travelers seeking spaces. local discovery.
570
26
29
1
31
494
Just Launched
85
12
22
1
7
41
Just Launched
Full service, Offers the upscale hotels amenities and offering twoservices that room suites, free, allow guests to cooked-to-order discover and breakfasts and connect while on complimentary the road. evening receptions with snacks and drinks.
Quality experience, great value and friendly service in its signature Hamptonality style.
A simplified, For guests seek- Offering flexible spirited brand ing home-like acguest room grounded in commodations configurations value, offering a when traveling and inspired back-to-basics for an extended amenities for the experience with stay. cost conscious soul, consistently guest. delivered in a surprisingly affordable way.
High-quality vacation ownership resorts in celebrated destinations.
232
717
2,221
Just Launched
418
129
47
6
33
19
Just Launched
3
2
3
Award-winning loyalty program with more than 60 million members.
HOTELS COUNTRIES & TERRITORIES
Riyadh Skyline, Saudi Arabia
Conrad Koh Samui
Your perfect room is waiting. Pick out a room ahead of time using the Hilton Honors app.
WE’VE LOST AN ‘H’ BUT GAINED SO MUCH MORE
More Flexible: POINTS & MONEY Hilton Honors AVAILABLE AT MORE THAN 4,900 HOTELS, ANY TIME, WITH NO BLACKOUT DATES
More Useful:
AMAZON SHOP WITH POINTS Hilton Honors USE YOUR POINTS TO PURCHASE JUST ABOUT ANYTHING WHEN SHOPPING ON AMAZON.COM
MEMBERS CHOOSE NEARLY ANY COMBINATION OF POINTS & MONEY USING OUR FLEXIBLE SLIDER
More Valuable: POINTS POOLING Hilton Honors FREE TO COMBINE YOUR POINTS WITH UP TO 10 OTHER MEMBERS
Bank Your Status:
NEW DIAMOND BENEFIT Hilton Honors DIAMOND MEMBERS CAN KEEP THEIR STATUR FOR AN ADDITIONAL YEAR WHEN LIFE PUTS TRAVEL ON PAUSE
33
2017 SUMMIT SNAPSHOT
La Digue, Seychelles
ANNUAL MEA MARKETING & ECOMMERCE SUMMIT Embrace the challenge and be ready to own 2017.
Connect
COLLABORATE CELEBRATE
A great opportunity to engage, learn and discover. Individual learnings and tools to grow, evolve and maximize your performance. Catch up and connect with your colleagues, make new friends and leave with fresh insights into your job role and how you can make a positive impact on property.
+ TWO FULL DAYS OF GREAT CONFERENCING + ENGAGED TEAM SESSIONS + INSIGHTFUL PERSONAL DEVELOPMENT + 2017 HILTON HONORS UPDATE + 2017 BRAND STRATEGY + REGIONAL MARKETING UPDATE + WHAT IS DEMAND GENERATION
36
MATRIX CHALLENGE
What is the Matrix Challenge? • • •
The Matrix Challenge is a revision of the eAudit and introduces specific parameters hotels are being audited on and measured against on a quarterly basis. The parameters extend beyond the traditional eCommerce platforms to drive on-property marketing to leverage multiple platforms, tools and resources to best support their hotels. It aligns both functions, eCommerce and Regional Marketing and aims to: • achieve commercial excellence • drive unfair market share across our markets • drive channel shift and direct bookings Parameter
Description
Point Awarded
Deadline
F&B Retailing
Properties to have menus loaded for every listed F&B outlet
2
11 May 2017 03 October 2017
Retail Rail
Properties to have minimum 2 offers (can berooms, F&B or other) loaded on retail rail. WA & Conrad 2 offers on special offers page
2
11 May 2017 03 October 2017
Tripadvisor Offer Retailing
Properties to have 1 valid local offer (can berooms, F&B or other) loaded on Tripadvisor
2
11 May 2017 03 October 2017
Booking.com and Expedia Scoring
100% content score on both sites
2
11 May 2017 03 October 2017
Owned Channels
Highest revenue and highest database enrolment
2
Social Media
Submit to us two local promotions (can be Rooms,F&B or other) that you have posted on Facebook which have performed well.
4
Properties will be scored twice this year in May and December
Rewards: RUNNER UP • USD 5,000 awarded to the hotel to support marketing and/or eCommerce activity for 2018 FIRST PRIZE • USD 10,000 awarded to the hotel to support marketing and/or eCommerce activities for 2018 • Automatic nomination for 2017 Circle of Excellence Awards • Complimentary participation in the 2018 MEA Marketing & eCommerce Summit • iPhone for Marketing property lead 37
NEW ON THE HORIZON
Dubai Marina, UAE
NEW HOTEL OPENINGS 2017 What’s new on the block… Where to next?
Upcoming Openings United Arab Emirates
Morocco
•
Hilton Garden Inn Ras Al Khaimah
•
•
DoubleTree by Hilton Dubai - Business Bay
- May 2017 - July 2017
Hilton Tanger City Center Hotel and Residences - June 2017
Turkey
Saudi Arabia
•
Hilton Garden Inn Istanbul Umraniye
•
Hilton Makkah Convention Hotel*
•
Hampton by Hilton Canakkale Gallipoli
•
Hilton Riyadh Hotel & Residences*
•
Hilton Garden Inn Adiyaman
•
Hilton Garden Inn Kocaeli Sekerpinar
- We are open
Jordan •
Hilton Dead Sea Resort & Spa
- April 2017
- June 2017 - July 2017
- May 2017
- We are open
*764 beds and 864 beds each*
39
NEW HOTEL OPENINGS 2017 We are open:
Hilton Makkah Convention Hotel
Hilton Dead Sea Resort & Spa
Welcoming you soon:
DoubleTree by Hilton Dubai Business Bay
40
Hilton Riyadh Hotel & Residences
REGIONAL MEAT MARKETING TEAM
OLIVER SCHMAEING
ENRICO ZACHER
BURCU YATMAZOGLU
Director Regional Marketing, Middle East, Africa & Turkey
Senior Manager Regional Marketing, Middle East & Africa
Senior Manager Regional Marketing, Turkey
oliver.schmaeing@hilton.com
enrico.zacher@Hilton.com
burcu.yatmazoglu@hilton.com
MIRVAT WEBHE
JOYCE MOGGRIDGE
LEE-ANN MORGAN
Manager Regional Marketing, Middle East & Africa
Manager, Regional Marketing, Middle East & Africa
Manager, Regional Marketing & eCommerce, A&IO
mirvat.webhe@hilton.com
joyce.moggridge@hilton.com
lee-ann.morgan@hilton.com
41
Visit hilton.com for information on all our worldwide properties