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!!