Webform & EmailCustomization Guidelines

Transactional

February 2020

Transactional Communications TeamCustomer PlatformsTransactional@hilton.com

The Guidelines provide a general description of the transactional email templates, the di�erent customization zones within a transactional email, and how to navigate the Webform.

The Transactional Communications team at Hilton are responsible for stay and service based triggered emails sent to guests. This includes but is not limited to:• Reservation Confirmation Emails• Reservation Cancellation Emails• Pre-Arrival Emails• Post Stay Emails• Digital Check-in/Digital Key Emails• Hilton Honors Enrollment• Hilton Honors Profile emails

This document specifically outlines the customization opportunities and process for the Reservation Confirmation and Pre-Arrival emails, which are the only emails that can be customized.Ove

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WHAT CAN BE CUSTOMIZED IN THE CONFIRMATION AND/OR

PRE-ARRIVAL EMAIL?

The header image, alert message, pre-arrival email body copy, and hotel

banner are the only customizable areas. The opportunity is open for all brands

(focus and full service).

Reservation Confirmation:• Header Image

(Please request this update via your brand team)• Alerts / Special Alerts

• Brand Banner• Hotel Banner

(This is currently frozen for properties)

Pre-Arrival:• Header Image

(Please request this update via your brand team)• Alerts / Special Alerts

• Brand Banner• Hotel Banner

(This is currently frozen for properties)• Body (Welcome) Copy

(Please request this update via your brand team)

NOTE: The Reservation Confirmation and Pre-Arrival template varies depending on the guest language,

Honors vs. Non Honors, GDPR, Request Upon Arrival opt-in, o�ers zones, alerts, booking rates, and benefits.

Both templates also include the Terms & Conditions below the fold and are fully mobile optimized.

Alert MessageCharacter Recommendation: • 220 characters, including spaces

Notes:• This text only area is to display critical information that could impact a guest’s stay. Examples: Renovations Closures Parking/Transportation Event Interruptions Payments & Fees Directions

* Promotions, o�ers, specials, etc. will not be included in this area.

Header ImageSize: • 640 x 150 pixels (.jpg or .png)

Notes: • Image must be high resolution & visually appealing. • Submit the appropriate size in a .jpg format.• An interior (lobby, dinning, or recreation room) and/or exterior (hotel building) are acceptable.

* Guest room images will not be included, as this gives the misconception that the room displayed is what the guest actually booked.

The reservation confirmation is a real-time email that is

sent to guests upon making a reservation.

Email CustomizationReservation Confirmation

Brand / Hotel BannerSize: • 640 x 195 pixels (.jpg. or .png)

Notes:• CORE/MO approval is required to update this area. Please work with your brand team for approval.• CURRENLTY ON HOLD: individual hotel o�ers, promotions, unique information only.• Examples: Dining/F&B Golf Spa Upsell HIP

*Stay based o�ers will not be included.

Email CustomizationReservation Confirmation

Email CustomizationPre-Arrival

The Pre-Arrival emails is sent three (3) to fourteen

(14)* days before the day of check-in.

*Varies between luxury and non-luxury brands.

Header Image

Same rules as the Reservation Confirmation

email apply to the Pre Arrival email.

Alert Message

Same rules as the Reservation Confirmation

email apply to the Pre-Arrival email.

Hotel Banner

Same rules as the Reservation Confirmation

email apply to the Pre-Arrival email.

Email CustomizationPre-Arrival

Pre-Arrival Email:Body Copy

Character Recommendation:• Body Copy - 220 characters, including spaces

Notes:• This area will only show in the Pre-Arrival email.• This area is used to display a concise introduction to guests, showcasing the property /brand’s services & amenities.

*Promotions, o�ers, specials, etc. will not be included in this area.

Web

form

HOW DO I SUBMIT MY REQUEST FORCUSTOMIZATION?

The Webform allows to request changes and track you submission(s) as well as submit

general inquiries.

WebformMain Page

Guidelines

Clicking this section will direct the user to the guidelines to customize approved areason the email.

Tracking Inquiry

This section allows the user to inputinformation to track past submission.

Submit a Request

The submittal form is where the user can submit all necessary customization changes (i.e. Alert requests, Modifications- Removal).

Got a Question?

The user can contact the Transactional team byfilling out the corresponding sections.We recommend including as much detailedinformation as possible and screenshots of an issue.

WebformSubmittal Form

Header Image• Please submit the required size in order to process the submission quickly. • You can select to display the image in the Reservation Confirmation Only, Pre-Arrival Only, Both Emails, or have two di�erent header images in the emails.

After selecting where to display the image, you will be able to upload the correct size image, select the dates you want the image to display, target an audience, and include comments.

Alert • The alert zone is for information that can impact a guest’s stay. • You can include one alert in the Reservation Confirmation email and/or one alert in the Pre-Arrival email; you can include one alert in both emails as well.

After selecting where to display the alert, you will be able to include the copy and select targeting rules.

Property & Contact Information• This zone helps identify the best contact for the submission in case further questions arise.

WebformSubmittal Form

Pre-Arrival Email Body Copy• The body copy is a “welcome” style area that properties can utilize to showcase services and amenities. • O�ers, promotions, or specials, etc. will not be included. (The only promotional zone is the Hotel Banner).

If you want to customize this area, select Yes and include the copy, targeting fields, and any other comments.

Modifications • Select Removal if you would like to remove a past submission.

CURRENTLY FROZENHotel Promotional/O�er Banner• This is the only promotional zone that can be customized. • CORE/MO approval Is required!• Ensure that embedded text is readable.• Submit o�ers that are unique to the property: F&B Golf Spa Local events/activites

*Stay based o�ers will not be accepted. Please review the “View More Information on Hotel Banners” document in the Submittal Form.

FAQ

s1. How do I make a customization submission?Please visit our Webform and follow the steps of this guideline to submit content: http://form.jotformpro.com/form/50127344071950

2. Who can submit request/s for transactional customization? The forms were designed for properties to submit requests;however, Brands, Revenue Management, and eCommerce teams may submit a request on behalf of the property.

3. Can I customize content for a language other than English?Yes, we support all 23 languages. Submit the correct copy for the Alert and/or Pre-Arrival Body Copy under the Special Instructions field. 4. How long will it take for my submission to go live?Once you make a submission, the team will review and process your request. You maybe contacted if further questions arise. Our current lead time is subject to change.

5. When can requests be submitted and how often can emails be modified? The customization opportunities are available for all brands. Requests can be submitted as often as needed, accounting for the processing lead time.

6. My banner is not a campaign. Do I need CORE/MO approval?All Hotel Banners, regardless of the content, need a CORE/MO approval. At this time only Brand banners can be updated.

7. Why will “stay based o�ers” not be accepted for hotel banners?Based on historical data and customer insights, stay based o�ers do not perform well in Transactional emails. There is an increased risk of jeopardizing the existing stay. It has proved challenging to sell a new stay when a recent stay has been booked.

8. Will the alert that I submit also go on the website/app?No, the Hotel Content team utilizes a di�erent process. To submit an alert for the website visit the Global Content Gateway applica-tion through The Lobby or email hotel.content@hilton.com.

9. Can we link to third party sites in Transactional emails? Yes, as long as the landing page does not contain competitor infor-mation. Only text areas and hotel banner/s can be linked. The header image will not be linked.

10. What if I need to make changes to my submission?Please submit a new form to process your changes. This will allow for all requests to be tracked accordingly.

11. Why is there any value in customizing content in Transactional emails? This allows hotels to engage their guests at various stages of the stay cycle and personlize the experience with information on-property features, benefits, upgrades, and o�ers to promote more interaction on-site.

FAQ

s12. How can I update the main image in the NOR1 upgrade emails?The current image used is a default brand image, we are currently unable to update these images per property. We have a project in our queue to update these emails in 2020.

13. How can I request a sample for my property and/or brand?Please contact transactional@hilton.com and we will be able to provide samples within 3 working days of your requested emails.

14. Why can’t properties change the imagery in the Reservation Confirmation and Pre-Arrival emails? At this time only the brand teams can update the default imagery that is currently used within the emails. The team is working on a solution to connect to the Content Management System (CMS). 15. How can I update the tax values within the Reservation Confirmation email?Tax can be updated in OnQ R&I. If you need further assistance on how to do this contact GDM@hilton.com.

16. How can I update the parking currency?This cannot be updated as the currency shown within the email is what the guest has booked their stay in.

17. Why have the templates changed for the ReservationConfirmation and the Pre-Arrival emails?In 2019 we launched the new Reservation Confirmation email, to be mobile optimised and introduce new technology. Pre-Arrival will undergo a redesign in 2020.

18. When can property banner requests be submitted? At this time we are only accepting banner requests from the brand teams.

19. What is CCMP and ESP?CCMP means Cross Channel Marketing Platform and ESP means Email Service Provider and our current provider is Cheetah Digital.

21. My hotel information is incorrect?Please contact transactional@hilton.com and provide as much information as possible.

Can

cella

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Pol

icy

FAQ

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What has changed to the policy?We have made some back-end improvements to allow the Transactional Team to update cancellation policy much faster than previously. This update also provides greater stability and reduces the risk of failures occurring when the email is being generated. We have also updated the policy wording to match what is currently on the website, allowing for greater consistency on the Reservation Confirmation email and to reduce confusion for guests.

Has the “0.00” deposit amount issue been fixed?Yes, in this update, we have added in additional logic to suppress the “0.00” amount should this be sent as part of the reservation. Here is an example below of how this will work.

If the Reservation Confirmation file receives a value other than “0.00” it will show: • There is a credit card deposit required of 1000.00 USD for this reservation, which has been charged to your card.• If you cancel for any reason, attempt to modify this reservation, or do not arrive on your specified check-in date, your payment is non-refundable.

But if it displays a value of “0.00” it will show• There is a credit card deposit, which has been charged to your card.• If you cancel for any reason, attempt to modify this reservation, or do not arrive on your specified check-in date, your payment is non-refundable.

Why am I still seeing confirmation emails with the “0.00” value?The change we have added will be applied to any future bookings, all existing and old bookings will remain with the previous policy. If you have any concerns about a booking that is showing a “0.00” amount, please reach out and we can investigate.

The policy is showing in English for non-English speaking guests, why is this? We are relaunching the cancellation policy in English first. We will then release the remainder 22 languages in phases throughout 2020, as the team need to test every scenario.