WEST GM CONFERENCE Key Takeaways

FIRST LAST / MONTH YEAR

STATE OF THE REGION

ROB STEIGERWALD

KEY TAKEAWAYS Our Region will surpass 2,300 hotels and 400,000 rooms in 2017. Our family of hotels and brands is bigger but our mission and purpose remains the same. Together with our nearly 6,000 hotel teams around the world, we are on a journey to become the world’s favorite travel company. Being the biggest isn’t the end goal. We need to continue to do what we are best at. • We must continue to innovate. • We must continue to focus on the fundamentals of guest experience. • We must seek out new ways to elevate our Elite offerings on-property. In 2017, our Key Priorities are: • Exceed our Budgeted Gross Operating Profit Margin by 50bp • Drive Intent to Recommend • Continue to Execute the Integration • Drive Loyalty • Improve our associate engagement scores and identify future leaders

Partner with Brand to reinvent product and support Brand positioning • Embrace our new owners and work with them to grow with Marriott

CULTURE

David Rodriguez Debbie Marriott Harrison

David Marriott

KEY TAKEAWAYS • Marriott has a rich heritage of putting people first, going back to

its founding 90 years ago. • Serving the individual and empowering them to build a better life

and to pay it forward with someone else is the essence of our company culture.

• Internal research shows that great teamwork synergizes good people practices to create an exceptional service environment that causes customers to come back.

• Refer to the Ultimate Teambuilding guide for low- and no-cost tips on building teams (Access for free on MGS, The Platform and Talent Point by searching “Ultimate Teambuilding”).

FOR MORE INFORMATION Visit the Conference Website

DELIVERING FOR OUR CUSTOMERS

Stephanie Linnartz

KEY TAKEAWAYS • Given the massive change in our company right now, we must

keep focused on our customers and their experiences with us. Your involvement in our customer-focused strategies, particularly around brand and loyalty, will ensure our success.

• Innovating while integrating will help us stay ahead of the competition as we go down the path of integration. Please support our innovation efforts in your hotels and ensure they are a priority.

ENGAGING WITH OUR CUSTOMERS

Karin Timpone

KEY TAKEAWAYS • Support our “always on” marketing efforts to reach the right

customer at the right time. • Follow the action plan that your leaders will share with you, to

drive Elite Appreciation and Loyalty Mindset: – To foster loyalty, go “beyond the checklist” to make our most

valuable guests feel recognized (e.g., make it seamless at check-in with quick verification of level and free WiFi; make it worth it by asking elites if they need late check-out; make it relevant with suite upgrades when it matters most).

– Embrace the loyalty mindset and encourage your teams to think this way too.

FOR MORE INFORMATION Visit the Conference Website

CREATING POWERFUL BRANDS

Tina Edmundson

KEY TAKEAWAYS • To reinforce the trust & loyalty of our guests, we must keep our

individual brands distinct, by consistently delivering on the brand’s promise.

• It is imperative that we create, communicate and deliver distinct experiences that resonate emotionally with each target guest segment.

• General Managers are the face of our brands and the most powerful of our Brand Champions. You hold the keys to our success.

STATE OF THE BUSINESS

Mark Martens

KEY TAKEAWAYS • Develop and implement sub-market supply growth

mitigation plans. • Optimize ADR Index by taking a little more risk and

following RPO recommendations more closely. • Partner with your SMR team to pull all revenue generation

levers for Q3 this year.

BMSC ROUND ROBIN SALES

Steve Heitzner

KEY TAKEAWAYS • We know you have questions about how best to leverage the GSO

and Area Sales. Use the Global Sales Account Directory and the Area Sales Roster to identify the accounts that are most important to your hotel along with the sales person that manages those accounts. (Managed + Franchise)

• Our ultimate goal is to work toward one SMR organization – this allows us to leverage the benefits of integration and drive more business to your hotels. (Managed only)

• Luxury hotels will benefit from the strategic framework and learnings of the broader SMR organization but we are working with a “luxury planning team” to apply those principles to luxury-specific SMR efforts. (Managed only)

• While we still don’t know all the details, the same customer-centric selling philosophy that has helped us win will be the key to success in the coming months and year. (Managed only)

• We heard from you that one of your biggest concerns is retaining your top talent. We encourage you to identify your top performers and continue to build those relationships. While we don’t have all the details, there will be many future opportunities for top talent. Commit to scheduling time with these individuals over the next several weeks. (Managed only)

FOR MORE INFORMATION Visit the Conference Website

BMSC ROUND ROBIN: DISTRIBUTION

Alex Pyhan

KEY TAKEAWAYS • Marriott’s Global Distribution Strategy has strong momentum • For 2017 Marriott has three shared Distribution Goals in the

Americas: • Grow Direct • Spend Wisely • Implement Group Strategy

• GMs can continue supporting Marriott’s Global Distribution by: • Giving customers more reasons to book direct • Activating all direct channel options • Enrolling intermediary customers • Not getting undercut • Not partnering with unapproved intermediaries • Implementing Group strategy

FOR MORE INFORMATION Visit the Conference Website

BMSC ROUND ROBIN: LOYALTY

Anne Marie Wemmlinger

Stefan Lorch

KEY TAKEAWAYS • COMING SOON

OPERATIONS ROUND ROBIN: ROOMS

Stefan Lorch Matt Caldwell

Michael Bormann

KEY TAKEAWAYS Make Future-Proofing Rooms Operations a Priority: • Ready your team to deliver High Touch experiences in an

increasingly High Tech reality. In an increasingly automated world, each and every in-person interaction is amplified and there are fewer opportunities to make a memorable connection.

• Understand that Mobile Technology can enable hotels to turn transactions into experiences only if executed consistently.

• Drive positive member experiences by ensuring hotel teams are trained, engaged and centered around the Mobile culture and a Loyalty mindset.

• Rethink Housekeeping by activating and consistently executing the Housekeeping Choice Program (Green Stay, MAGC, Your Choice) at your hotel.

• Leverage the guestVoice Eliminating Problems Workbook to identify and take action on cleanliness opportunities, it matters.

• Get ready to fight the summer dip by signing up for the 2017 Clean Sweepstakes and share the launch video with your team.

• Prepare for the Global Salesforce launch by keeping up the Focus on Responsiveness. FOR MORE INFORMATION

Visit the Conference Website

OPERATIONS ROUND ROBIN: F&B

Matthew Von Ertfelda

Guy Reinbold Christoph Roshardt

FOR MORE INFORMATION Visit the Conference Website

KEY TAKEAWAYS • Bring the Global R+B Strategy to life at your hotel by focusing on

concept pull-through, entrepreneurship and creativity • Stay current. Use trends from presentation to elevate and execute:

– An intentional sense of arrival for EVERY F+B space and experience – from outlets to lobbies and Greatrooms

– Well-designed buffets – Food merchandising

• Focus on training and development for all guest-facing team members by:

– Holding pre-meal briefings – for EVERY meal – Incorporating training moments to share and encourage

storytelling • Simplify operations and encourage continuous process

improvement that balances and maximizes both timing and quality

OPERATIONS ROUND ROBIN: INTEGRATION

Amy Rothman

KEY TAKEAWAYS • STAY INFORMED AND ENGAGED: read Change Champion emails,

attend webinars and review game plans. • SHARE feedback – what is working and what is not. Share with

market leaders and feel free to send questions to change.champions@marriott.com.

• REACH OUT to Marriott GMs for tactical assistance any time - they are here to help and more than willing.

FOR MORE INFORMATION Visit the Conference Website

AUTOGRAPH + TRIBUTE

KEY TAKEAWAYS Autograph • Complete your Mark. • Support our independent film initiative. • Continue to find ways to tell your hotel story. Tribute • Think of ways that your guest experience can ladder up to the

three core pillars for the brand = captivating design, vibrant social scene and sincere service.

FOR MORE INFORMATION Visit the Conference Website

DELTA HOTELS

KEY TAKEAWAYS • Leverage Social: Review MGS Social/Digital Toolkit and activate

Social/Digital channels. • On-Strategy Photography: Review and refresh architectural and

lifestyle photography. • Elevate Concept Bar: Leverage available Bar training on MGS and

activate concept bar space. • Brand Voice Activation: Deploy new DH Brand Logo and Brand

Voice items across all guest touchpoints.

JW MARRIOTT

KEY TAKEAWAYS Differentiated Guest Experience: • Incorporate public space activation ideas, including opportunities

to engage with global and local partners. • Leverage resources (including Employer Brand campaign and The

JW Treatment) to identify, develop and attract top talent • Pull through key partner programming. On Strategy Growth: • Integrate Public Space Activation and Spa by JW during

renovations where possible. • Engage Global Design for all renovations. Luxury Brand Perception: • Activate The JW Treatment and new brand voice (Summer 2017). • Attend ILTM 2017 (GM presence critical).

LE MERIDIEN

KEY TAKEAWAYS • Deliver the Basics - We need to ensure a consistent

experience across our portfolio which starts with delivering the basics. Please attend the GSS & BSA Webinars (more information soon on timelines) and access the best practices on MGS.

• Innovate and Create Branded Experiences – To deliver our mission to unlock the destination allowing our guests to travel the world in style, we need to go beyond checking the box and truly activate our global guest experiences while also innovating locally. Please continue activating our existing signature Le Meridien programmes our new initiatives around Creative Meetings & Petite Plates.

– Hub implementation continues to be a focus both from a physical and programmatic perspective.

– Focus around the Master Barista & Coffee Culture activations in preparation for Intl Coffee Day in the fall.

– Ensure to involve the global brand team and brand design team for any upcoming renovations keeping in mind and pushing our timeless chic design approach.

• Drive Culture –-Re-energize your associates around our positioning and programmes; drive creativity and culture on property, stay competitive and share your best practices with us.

LUXURY COLLECTION

KEY TAKEAWAYS • Growth: Identify great hotels / markets to expand the brand and

share with Development and Brand. • Gold Threads: Continue to order Frette required items and

prepare to launch Byredo Le Chemin bath amenities in August. • Marketing: Identify local marketing opportunities to highlight the

Frette partnership and be sure your team/PR agency is aligned with the brand’s 2017 PR objectives.

FOR MORE INFORMATION Visit the Conference Website

MARRIOTT HOTELS & RESORTS

KEY TAKEAWAYS • The Marriott Hotels Brand Mission is “Elevate to Win the Status

Segment”. This Mission is supported by three strategic pillars: Product Transformation, Brand Activation, and Brand Distinction.

• The MH Product Transformation Plan is critical to the brand’s success and has strong momentum. The M Club is an important component of the MHPT to consider for your property.

• The “Art of Hosting” service program remains a focus, and is the foundation of the MH guest experience and the MH brand culture.

• Your feedback on proof points to support the “Fostering Ingenuity” positioning is very appreciated. More information will follow as we continue to move this effort forward.

FOR MORE INFORMATION Visit Marriott Global Source

RENAISSANCE

KEY TAKEAWAYS • Deliver on Business Unusual Positioning by Consistently

Activating Core Renaissance Platforms • Pull through on Navigator experience; activate Evenings Bar

Ritual and weekly Elevated Events; deliver on REN Meetings experience.

• Notify Brand Team of Renovation Projects Underway – • We want to celebrate the momentum of the new design

direction and ensure we capture on-strategy photography. • Re-ignite the Renaissance Passion

• Maintain our culture of creativity and entrepreneurship on property.

• Stay competitive & share best practices. • Share ideas for how we can ensure that travel never feels

like it’s all business. (NOTE: Toolkits are currently being developed for the Business Unusual concepts shown at GM Conference).

SHERATON

KEY TAKEAWAYS Product • Make sure you are leveraging the updated design foundation and

renovation requirements • Ensure you have sunset all items/programming that are no longer in

compliance with brand standards as noted in this list on Platform • As you deplete your Shine amenity, order the new Le Grand Bain product. People • Share ideas and feedback related to brand training and recognition

with SheratonBrand@marriott.com • Familiarize yourself with the new wardrobe program and place orders

through the website. • Be on the lookout for ideas for how to activate the advertising campaign

on-property. Performance • Attend all relevant training and office hours related to BSA and

guestVoice. • Prepare for BSA by reviewing the standards when published in June and

conducting a self-audit and property certification in July when available. • Continue to review your scores on Intent to Recommend and the key

drivers (Check-In, Staff Service, Room Cleanliness, Maintenance & Upkeep, Restaurant Food Quality and Elite Appreciation) relative to your benchmark.

FOR MORE INFORMATION Visit the Conference Website

ST. REGIS

KEY TAKEAWAYS • Be on the lookout for the webinar invite from your L&D lead to

plan your Day to ‘Live Exquisite.’

• Review the new guideline inspiration documents and ensure they are shared with your appropriate teams on property.

• Be on the lookout for an invite to go through the Brand Health results in detail and provide you the necessary context to understand the results that were shown.

FOR MORE INFORMATION Visit The Bridge

THE RITZ-CARLTON

KEY TAKEAWAYS • Brand evolution continues in 2017-2018 with a focus on global

service strategy and four workstreams: Attract & Engage; Empower; Train and Technology. Please look for additional updates and communication throughout the year.

• The Ritz-Carlton is the healthiest brand in the MI Portfolio according to the recent Brand Health data and the brand is starting to see gains with younger guests and against its main competitor, Four Seasons. Opportunity exists to more effectively engage with first-time guests and less frequent users.

• The Ritz-Carlton is the top fee producer in the luxury portfolio and the #6 producer in the entire MI portfolio.

• Brand Marketing continues to focus on our Let Us Stay With You “Connect” campaign – making a direct connection between the stories we create, tell and share at the Brand level with actual property and destination experiences—and we’re flexing standards to ensure they’re presented in the most interesting light possible.

• For Brand Marketing to be at its best, we need the most engaging property-level content – please continue to have your teams share photography and video assets, Wow Stories and compelling moments from your hotels and Ladies and Gentlemen.

WESTIN

KEY TAKEAWAYS Deliver the Basics • Attend GSS & BSA Webinars and access best practices and resources

for Global Quality and GSS. • Make sure your teams are intimately familiar with all BSA questions -

especially the 16-point questions ones - and empower your executive teams to conduct practice audits.

Innovate and Create Branded Experiences • To deliver our mission to be the preeminent wellness brand, we need to

truly activate our global guest experiences while also innovating locally. • Keep an eye out for our new TRX fitness equipment program in late

April/Early May. • Provide feedback to Matthew.Boettcher@marriott.com on new programs

including Eat Well 2.0 and the Uniforms and Heavenly Bed refreshes • Utilize Change Champion emails for latest information on brand

standards & marketing initiatives. Drive Culture • Reinforce our Let’s Rise platform and help spread our well-being

commitment. We are launching a Let’s Rise associate-facing campaign in Q2. Be on the lookout for info via the Change Champion emails.

• Celebrate your Project Rise Submissions and continue to look for ways to give back to the local community. To view a full list of your associate submissions, please email Catherine.flint@marriott.com.

W HOTELS

KEY TAKEAWAYS • Disruptor GM: Leverage the framework and freedom for GMs to

be entrepreneurial, take risks and push boundaries to drive brand performance, differentiation and culture.

• Cult Culture: Empower talent to celebrate individuality and creativity. Restlessly drive brand innovation, fun, excitement, energy and passion through the business.

• Lux Rebel: Nail the fundamentals that luxury consumers expect whilst also driving a bold, witty, provocative and polarizing experience that sets W apart.

• Powerful Programming: is the lifeblood of the brand. Invest the time, effort and money to create, execute, reinvent and celebrate imaginative and exciting programing every week.