global distribution

robert mcdowell

svp, global distribution & loyalty

october, 29 2013 ascendcollection.com

agenda

2

• Distribution trends

• Recent successes

• Upcoming initiatives

distribution trends

ascendcollection.com3

global distribution at choice

4

SVP Global Distribution and Loyalty

Distribution Strategy

eCommerce

Third Party Distribution

Revenue Management

Loyalty, Promotional,

and Relationship Marketing

Global Sales

Shared Services

choice’s distribution system drives results for

ascend hotel collection properties

5

11%

44%13%

32%

Voice CH.com GDS OTA

$126.43

$142.63 $152.24

$117.15 $117.35

$-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

Voice CH.com GDS OTA Hotel Direct

CRS Share ADR by Channel

Customer acquisition evolution

the evolving hotel distribution landscape

31% 38%

2010 2013

Consumer behavior shifting to mobile channels

Industry mobile revenue share

Distribution Landscape

14%<1%

CH.com mobile revenue share 14%1%

CH.com search revenue share

Paid vs. organic share

Average Google CPC

46%

43% 57%

$0.34

44%

$0.57

46% 54%

Continued growth of the OTAs OTA CRS channel share5% 9%

Strategic FocusGrow proprietary online channels, mitigate OTA growth, and expand direct distribution opportunities.

Choice CRS Contribution

Consumers less reliant on voice channel 7.3% 5.8%Voice system-wide contribution

6

New Players

New

Functionalities

7

meta search is growing and evolving

the rise of the digital elite

8

33% of active

travelers are

members of

the Digital

Elite, up from

5% in 2011

Own 2+

digital

devices

More likely to

have a family

More likely to

use social

media

Spends more

on travel

growth in mobile is exploding

9

RapidBook

We’ve committed additional funds

to mobile development

where will we connect next?

10

recent successes

ascendcollection.com11

promotional rates are a huge success

12

$12m in revenue to date!

property-level websites drive direct bookings

13

global sales helps drive midweek businessExclusive

Mid-Market

Hotel Chain

New TMC

Partnerships

Leveraging

Data to Find

High Potential

Companies14

how does call forwarding work?

• How the call forwarding program works

Customer calls

the hotel

Hotel manually transfers

the call to Choice

Reservations

IVR – Caller

presses option for

Reservations

Choice Res Agent answers

the call for the hotel

15

why join call forwarding?

20% ADR

premium

Enhanced

guest

satisfaction

40.1%

conversion,

August YTD

Average of $5

earned on

every $1

invested

16

revenue management is essential

17

$200 tonight

$225 tonight

$195 tonight

$120

$122

$124

$126

$128

All Guest ADR atAscend

CP Member ADR atAscend

$123

$128

members deliver an ADR premium

18

4%

upcoming initiatives

ascendcollection.com19

customers seek ratings & reviews

20

*These screen shots reflect a work

in progress. Actual eBrochure

appearance may differ.

manage your online reputation

21

Required

Recommended

eBrochure content refresh

22

personalization allows for member-centric content

23

Aggressive

promotion

messaging

Account

balance /

Elite status

Personalized

stay, earn &

redeem content

Featured

brands

thank you

ascendcollection.com24