MEA&T Regional Marketing by Chris Human

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

2017 Calendar

Campaign Performance

Campaign Updates

Fresh To Market - New Campaigns

Tradeshow Highlights

We Are Hilton

2017 Summit Snapshot

New On The Horizon

WELCOME

Etosha National Park, Namibia

Welcome

TO THE HILTON FAMILY

MYRIAM PETIT Director, Cluster Marketing & Communications, Hilton Cluster Dubai

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, Marketing, 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 ACTIVITIES 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 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% 16 May - 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

CAMPAIGN PERFORMANCE Mauritius Beach, Mauritius

WINTER SALE 2016/2017 MEA&T

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 - Non Comp

Property -

Turkey

KSA

Africa / IO

Egypt / Levant

$21,460,631

$3,903,172

$13,307,404

$4,962,280

$2,726,935

$2,048,135 (13.2%)

Property -

$860,922 (13.4%)

Property -

$3,615,833 (4%)

Property -

$369,176 (31.7%)

Reserv. Center - $462,525 (6.5%)

Reserv. Center - $61,393 (30.3%)

Reserv. Center - $1,166,218 (11.4%)

Reserv. Center -

GDS -

$112,748 (5.1%)

$18,661 (41%)

$39,137 (10.4%)

$71,584 (43%) $74,607 (2.7%)

Property -

$266,871 (15.6%)

Reserv. Center - $131,343 (20.2%) 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%)

Top Performing Hotels

CAMPAIGN UPDATES

Simien Mountains National Park, Ethiopia

Istanbul

DESTINATION PROJECT Now for the Love of Istanbul! / Şimdi İstanbul Aşki! MARKETING SUPPORT, PLATFORMS AND CHANNELS:

•

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 outâ&#x20AC;¦

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 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) • •

• •

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)

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 â&#x20AC;&#x153;Book Directâ&#x20AC;? 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

2 Drive direct bookings and channel shift

3 Increase brand awareness and engagement through online and social media channels

Al-Masjid an-Nabawī, Madinah, Saudi Arabia

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

FRESH TO MARKET

Ekom-Nkam Waterfalls, Melong, Cameroon

EMEA LUXURY WEEKENDER CAMPAIGN 1 May 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. CONRAD WEEKEND CAMPAIGN_DUBLIN_MARIE CLAIRE.pdf

UNFORGETTABLE WEEKENDS IN VERSAILLES

Objective • •

•

STAY THE WEEKEND AT TRIANON PALACE VERSAILLES, WALDORF ASTORIA HOTELS & RESORTS STARTING FROM SAR 1,060*

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

CMY

Offer Book now at WaldorfAstoria.com or call 800 8411665

•

Lead rate and destination messaging

Campaign Period •

1 May - 24 May

Marketing Support • • • • •

Social content adverts Print in KSA PPC - MEA-wide eDM - KSA Dedicated landing page on the Arabic site

4/20/17

12:44 PM

EMEA SUMMER SALE

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

WORK IN PROGRESS

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

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

WTM AFRICA / TOURISM INDABA

WTM - 19 to 21 April Marketing Support • •

Stand branding Sales support collaterals

Marketing Support

Indaba - 16 to 18 May

•

Marketing Support

• • • • •

Stand branding - featuring new openings, e.g. Hilton Makkah Convention Hotel, Hilton Cabo Verde, Hilton Garden Inn Ras Al Khaimah etc. Branded trolley boxes featuring key properties DT cookie distribution Sales support collaterals Destination focus Hilton Honors awareness

• • •

Stand branding Branded trolley boxes featuring key properties Sales support collaterals

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:

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

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 companyâ&#x20AC;&#x2122;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

494

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

Just Launched

Award-winning loyalty program with more than 60 million members.

HOTELS COUNTRIES & TERRITORIES

Riyadh Skyline, Saudi Arabia

Multi Award Winning Hotel App

Conrad Koh Samui

Your perfect room is waiting. Pick out a room ahead of time using the Hilton Honors app.

HILTON HONORS

More Flexible: POINTS & MONEY Hilton Honors

More Useful:

AMAZON SHOP WITH POINTS Hilton Honors

AVAILABLE AT MORE THAN 4,900 HOTELS, ANY TIME, WITH NO BLACKOUT DATES

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

Bank Your Status:

NEW DIAMOND BENEFIT Hilton Honors

Hilton Honors FREE TO COMBINE YOUR POINTS WITH UP TO 10 OTHER MEMBERS

DIAMOND MEMBERS CAN KEEP THEIR STATUR FOR AN ADDITIONAL YEAR WHEN LIFE PUTS TRAVEL ON PAUSE

We’ve lost an ‘H’ but gained so much more 33

2017 SUMMIT SNAPSHOT

La Digue, Seychelles

ANNUAL MEAT 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

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 December 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 December 2017

Tripadvisor Offer Retailing

Properties to have 1 valid local offer (can berooms, F&B or other) loaded on Tripadvisor

2 December 2017

Booking.com and Expedia Scoring

100% content score on both sites

2 December 2017

Owned Channels

Highest revenue and highest database enrolment

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.

Rewards: RUNNER UP •

FIRST PRIZE •

• • •

USD 5,000 awarded to the hotel to support marketing and/or eCommerce activity for 2018

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

Matrix Update Webex Coming Soon

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

- November 2017

Jordan •

- April 2017

- June 2017 - July 2017

- May 2017

Hilton Dead Sea Resort & Spa - We are open

*764 beds and 864 beds each*

Bioko Island, Malabo, Equatorial Guinea

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

Hilton Riyadh Hotel & Residences

MEAT REGIONAL 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 & eCommerce, A&IO

mirvat.webhe@hilton.com

joyce.moggridge@hilton.com

lee-ann.morgan@hilton.com

Visit hilton.com for information on all our worldwide properties