AC Hotels by Marriott 2013 marketing plan
AC Hotels by Marriott 2013 marketing plan
AC Hotels by Marriott 2013 marketing plan key drivers:
brand target:
metrics & goals:
The 21st Century Traveller
Revenue Metrics Market Share
Drive incremental lift from markets outside of Spain.
They demand a high level of comfort and access to the latest technologies to make the most of their time during their stay.
Domestic demand is under pressure due to current economic challenges.
Key attributes .travel in style .distinct personality
(+4% Revpar) through ADR/Occupancy)
Focus on urban leisure demand as an opportunity for key city hotels.
Pragmatic Modern Hardworking
AC brand while it is well established in Spain, the brand is not well known in key European source markets
Group business, a critical revenue component for 25 key hotels
macro objective: Grow market share and build AC brand awareness outside of Spain while grow MI brand awareness in Spain
core message: Style with substance it not just about where you stay it is about where you go...Feel the City
2
Demanding
Reliable
Top line revenue growth
Brand Metrics increase MI brand awareness in Spain increase AC preference score in Spain
target sub-segments: Leisure segment Develop a weekend (domestic) full week (international) leisure strategy through eChannels and Marriott direct channels.
Groups Develop a promotional and sales plan focusing on internal channels as well as key source markets. (education of Marriott Global Sales Offices of how to work with AC Hotels)
Increase MR room nights from key European Markets.
Macro objective
AC Hotels by Marriott 2013 marketing plan
1
2
sub objective
strategy
Build AC brand preference among target frequent business transient in Spain
Leverage MR program in Spain to grow membership and highlight Elite benefits Develop a partnership plan to gain access and drive acquisition of target group. Develop MR value proposition communication plan.
Generate new revenue among LT targets
macro objective: Grow market share and build AC brand awareness outside of Spain
3
Drive revenue through e Commerce
while grow MI brand awareness in Spain
4
3
Drive Revenue through Groups Segment
Participate in the European Leisure strategy (25 Key Hotels) Develop a domestic leisure platform to support the provincial hotels. Raise visibility of AC hotels in key search engines in Europe (UK, Germany, France, US) Drive mobile app downloads (Marriott app) Review hotels presence in eChannels / Social media Participate in key trade shows and sales missions Raise awareness of MR Events Develop a sales tool to communicate AC hotels with meeting capacity. Engage MI GSO/GSA network to drive awareness of AC hotels
metrics & goals
1. objective/strategy/metrics
AC Hotels by Marriott 2013 marketing plan communications platform
Refresh of AC brand voice and identity
m.com / ES
Review and audit AC Hotels Marriott Rewards landing/promotional page
online and paid search
Develop on property collateral for ES Marriott APP download
Develop a co-joined media plan with AC
Promotions
Participate in all Global MR promotions Target non AC users with an Air miles bonus promotion.
Marketing partnership
Part of MR European Media plan
objective 1:
Build AC brand preference among target frequent business transient in Spain
strategy 1
Leverage MR program in Spain to grow membership and highlight Elite benefits
Support new partnership announcements Host MR Elite and Press to Madrid Tennis Open
Develop a partnership plan to gain access and drive acquisition of target group.
Renfe (Tempo Loyalty) Spanish Rail
Develop MR value proposition communication plan.
Iberia Airlines acquisition campaign
metrics 1:
Partner with Rent a Car
B2B channel marketing
Execute Fam trips for large agencies
Print 4
public relations
Leveraging barter arrangement for brand and MR Messaging
field marketing
On property educational tool for Marriott Rewards Program (explain benefits) show how it works / global reach
2. objective/strategy/metrics
AC Hotels by Marriott 2013 marketing plan communications platform Refresh the brand voice and identity Review of AC Spain / Italy / Portugal
eCommerce
Insure AC hotels are taking part in ‘Experiences’ packages
online and paid search
Display and banner advertising (European) Destination paid search (domestic)
Develop promotional landing pages for domestic promotions
direct marketing
objective 2:
Generate new revenue among LT targets
Promotions
Q1. Easter/spring and Summer European cluster promotion
strategy 2
Participate in the European cluster funded Leisure strategy (25 Key Hotels)
Domestic develop a promotion for the Summer and Christmas period
Develop a domestic leisure platform to support the provincial hotels.
Support local holidays with tactical promotions
B2B channel marketing
5
public relations
Use social networks to promote the packages in key markets
Mutua Madrilena (add value) to their
Use barter agreement
Use social networks to promote the packages in key markets
Develop amazing local packages with key destinations and push to the press locally and regionally
metrics 1:
Develop amazing local packages with key destinations and push to the press locally and regionally
field marketing
Develop self funding in property magazine Develop Video for key hotels
3. objective/strategy/metrics
AC Hotels by Marriott 2013 marketing plan communications platform
Activate social platform and have a content strategy to support key hotels and promotional activity
m.com
Grow App down loads Grow direct traffic to AC HWS
online and paid search
Develop a media plan for paid search AC hotels
Consider emerge program for one hotel (English only)
objective 3:
Drive revenue through e Commerce
Promotions
strategy 3
Make sure all promotion have Marriott landing pages
direct marketing
Building email data base for AC (using the new European solution)
Raise visibility of AC hotels in key search engines in Europe (UK, Germany, France, US) Drive mobile app downloads Review hotels presence in eChannels / Social media
metrics 3:
B2B channel marketing
public relations
Optimise press releases to help drive search engine optimisation (on brand or hotel level)
Audit eChannels for property images and content Review hotel images on Trip Advisor
tv/print
Include QR codes where possible
6
Include links to social platform
field marketing
Provide more photography for landing pages
4. objective/strategy/metrics
AC Hotels by Marriott 2013 marketing plan
m.com
Review Meetings & Events Pages for AC
online and paid search
Review lead generation form and trace booking journey
Audit venue finders website in Spain Test paid search for meetings & events
Develop promotional landing pages
objective 4:
Drive Revenue through Groups Segment
Promotions
Participate in the Global MR Events Promotions Plan for a promotion for 1st half of 2013
strategy 4
Participate in key trade shows and sales missions
Develop a trade show calendar (see attached)
METT (MR Events) data base Sales Accounts email data base (20k)
Raise awareness of MR Events Develop a sales tool to communicate AC hotels with meeting capacity. Engage MI GSO/GSA network to drive awareness of AC hotels
B2B channel marketing
direct marketing
metrics 4:
public relations
Optimise press releases to help drive search engine optimisation (on brand or hotel level)
Participate in the European Sales Blitz
field marketing 7
Develop a sales tool for key hotels featuring meeting space and capacity
1
AC Hotels by Marriott 2013 marketing plan
objective: Build brand preference
Domestic X
International
Metrics
1. Buy Spain Syndicated Study 2012 (CC)
1. Measure brand preference performance
1.
1. Euro 23K
2. MR Media Plan contribution (OH CC)
2.
3. Host MR Event at Madrid Tennis Open (CC)
3. MR Spain acquisition plan 0 Hotel to provide offer /added value
4. Property Educational Tool (AZ) 5. Fam Trips for Large Agencies (JP)
4. Invite Elite Platinum members and Spanish Media to the Event – target 80 guests
6. Establish Partnership with Renfe (CC + JP + OH)
5. Develop a collateral for the hotels to educate customers on MR program
7. Iberia activation (CC + OH)
6. Conduct 3 (x 20 people) fam trips for Amex, CWT, and VECI
8. Rent a Car partnership (AZ)
7. Qualify for MR partnership (full vs. marketing partnership ) 8. Target non AC Users with a miles offer.
8
2. 3.
2. Added value Cost charged to hotels 3. Funded by MR 4. Euro 10K
4. 5.
5. Euro 20K 6. No cost
6.
7. MR Funded cost
7.
8. Hotel added value
8. Target Hertz customers with booking history to Spain or searching for Spain offers
TOTAL: 60.000â‚Ź
2
AC Hotels by Marriott 2013 marketing plan
objective: Leisure Demand
Domestic
1. Experience Participation (AZ + MM)
1. Audit hotel participation and rate loading in the different Experience packaged
2. Activation of Social Media (AZ + AG + CC) 3. Develop Video content (AZ) 4. Optimize eChannels (KS + AZ + CC 5. Participate in EU promotions CC + OH 6. Domestic Leisure Strategy (JP + AZ + CC) 7. Develop self funding in room Leisure Magazine (AZ + CC) 8. B2B activation (JP + AZ)
2. Facebook, Twiter, instagram, pinterest, flicker, foursquare,Youtube Linked in are in place and need management 3. Develop footage of key & halo brand hotels ( 10 hotels) and 10 brand videos and develop You Tube Channel 4. Consider allocating media funds to support need periods and promotional activities 5. Up to 25 hotels to participate in the EU promotions
Metrics 1. 2. Euro 50K 3. Euro 30K 4. Euro 30K 5. Euro X per room annually 6. Euro 40K 7. Euro 20K cost + Euro 30K advertising 8. Euro 5K
6. Develop Summer & Christmas Promotion for Domestic Market 7. Highlight destination marketing where we have hotels and have a self funding structure 8. Advertising in large corporation internal magazines
9
International x
TOTAL: 185.000â‚Ź
3
AC Hotels by Marriott 2013 marketing plan
objective: eCommerce
Domestic
1. AC Brand Paid Search Media (KS + AZ)
1. Engage Europe paid search agency and investigate opportunities for further brand visibility
2. Build AC central email data base ( AZ + OH)
2. Will be provided through the European Solution
3. Audit eChannels and Trip Advisor (KS + AG + CC)
3. Update images and content for all Hotels in eChannels
International x
Metrics 1. Euro 20K 2. No cost 3. No cost
TOTAL: 20.000â‚Ź
10
4
AC Hotels by Marriott 2013 marketing plan
objective: Drive Group Revenue
Domestic
International x
Metrics
1. Review M&E pages on Marriott.es as well AC Brand Pages (AG + KS + DG + JP)
1. Establish the need to have a dedicated AC Events Page that included lead referral process
2. Trade Shows Participation (JP)
2. Insure updated collateral for all sales trade shows
3. No cost
3. Audit intermediary Intranet Systems (DG + DB)
3. Update images and content as appropriate
4. Euro 6K
4. Develop a sales tool for key hotels
4. Feature top key hotels product / meetings capacity
1. Euro 10K 2. Euro 70K
TOTAL: 76.000â‚Ź
11
AC Sales & Marketing Cost 2012
Revenue Admin 18,5%
AC Hotels by Marriott 2013 marketing plan
eCommerce Admin 5,3%
Sales & Marketing AC Sales Admin + fam trips
806.440
Mktg studies & tools 2%
Trade shows
70.000
Marketing Media 5,8%
Revenue Admin
299.945
eCommerce Admin
86.000
Marketing Brand studies & tools
33.000
Marketing Agency + social media
232.400
Marketing 26,5% Marketing Agencies 14,3%
Marketing Media including social media 95.000 TOTAL Sales Admin 49,7%
12
1.622.785
timeline
AC Hotels by Marriott 2013 marketing plan
AC 2013 Marketing Plan January 1/5
Business Transient Buy BDRC Spain Syndicated Host MR Event - Madrid Open Property Education tool MR Fam Trips for Agencies Refe Partnership
LT / Demand Generation
Brand Awarenss
13
1/12
1/19
February 1/26
2/2
2/9
2/16
March 2/23
3/2
3/8
3/15
3/22
April 3/29
4/5
4/12
4/19
May 4/26
5/3
5/10
5/17
June 5/24
5/31
6/7
6/14
6/21
July 6/28
7/5
7/12
7/19
August 7/26
8/2
8/9
8/16
8/23
Sept 8/30
9/6
9/13
9/20
October 9/27
10/4
10/11
10/18
November 10/25
11/1
11/8
11/15
11/22
December 11/29
12/6
12/13
12/20
12/27