COURTYARD2014 MARKETING PLAN
OVERVIEW
POSITIONING
CORE MESSAGE
TARGET
DISTRIBUTIONAND GROWTH
2014 COURTYARD
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Largest global brand (# properties) in MI portfolio – over 930 properties in 38 countries;
expected to reach 1,000 hotels in 2014 MI’s largest global pipeline, with majority of growth occurring in the Americas 12th largest hotel brand in the world CYRB penetration expected to reach 85% by year-end 2013 New guest room launching in 2014
Refreshing Business - Courtyard is designed for the business traveler who’s driven by success, but also sees business travel as an opportunity. Courtyard is the smart, dynamic culturally relevant hotel that helps me make the most of my time while traveling, so I can be successful.(Note: To be updated per final Portfolio Optimization work)
Courtyard understands me and my needs, and enables me to be successful on the road. (May be tweaked based on final new brand campaign)
The Optimistic Achiever (Note: To be updated based on portfolio optimization research)
North America: 843 Pipeline: North America: 124Europe: 44 Europe: 8CALA: 21 CALA: 7Asia Pacific: 24 Asia Pacific:
35Middle East/Africa: 4 Middle East/Africa: 7
Total 936 181
1
NO
RTH
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A
KEY DRIVERS
CORE MESSAGE
TARGET
KEY COMPETITORS
Approximately 85% of properties will have made the conversion to CYRB by YE 2013 “Gen Next” guest room launching in 2014 Weekend RevPar still below desirable levels Will launch the fourth season of our NFL partnership; contract will be up for renewal in
Spring, 2015
Courtyard understands me and my needs, and enables me to be successful on the road. (May be tweaked based on new campaign platform)Key Insight: Our target is proud of the work they’re putting in to be the masters of their ever-evolving destinies, comprised of grand and not so grand milestones. Their motivations and accolades may be different, but they all appreciate some recognition and help along the way.Primary: “The Optimistic Achiever” (Note: To be updated based on portfolio optimization research)FBT’s who find business travel enjoyable, and want to balance productivity with an experience that goes beyond meeting their work needs. (Note: To be updated, based on portfolio optimization research)
Demographics from Latest Research• Average Age: 33• Average Income: $134.5K• 64/36 Male/Female Split• 48% Gen Y, 41% Gen X
Secondary: PT Couples/ Grown Up ExperienceCouples w/o children, traveling on weekends for a particular occasion (wedding, sporting event, reunion, etc.)
HGI (587 properties): Introduced new “It’s Better at the Garden” campaign this year, focusing on amenities. Comparable spend to CY thru April; up 22% YOY.
Hampton Inn (1957 properties): Running new “Hamptonality” campaign, which gives them an ownable message. Still tout 100% guarantee. Outspending the competition by more than 2 to 1 thru April, up YOY.
Holiday Inn (1241 properties): HI staying with “Stay You” campaign - based on being true to yourself on the road. Spend down 40% YOY thru April; rate is half of the CY spend.
Hyatt Place (178 properties): Utilizing “Welcome to a different place” platform. Very limited advertising; focus on free breakfast. Spend of less than $300K thru April
* Spend info is YTD thru April, as reported via Kantar
2014 COURTYARD
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MACRO OBJECTIVE Be the #1 Upper Moderate Tier Brand (as measured by Intent to Recommend, 1st Choice Preference,
and Market Share in Brand Tracking)
• 65% Married• 66% College Educated• Business Trips per Year: 10• Leisure Trips per Year: 5
OBJECTIVES STRATEGIES METRICS
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Increase overall brand consideration and share, especially among next gen travelers
Drive greater weekend consideration
Bring the brand story to life on property
Activate new customer target to ensure focused efforts across channels
Launch new brand campaign to further establish emotional connection with our target
Roll out new brand voice to continue to elevate brand perceptions
Maintain an airport strategy to “touch” customers when they are in the travel mindset
Optimize NFL partnership to continue to raise awareness of association with this elite brand
Implement programs to address Hispanic audience (key multi-cultural segment) in a meaningful and relevant way
Maximize owned assets (Facebook, Twitter, cy.com, m.com) to gain customer engagement
Optimize use of leisure portal to communicate all things CY on weekends (Advance Purchase, Experiences, NFL-themed package, etc.)
Leverage partnerships with amateur sports; pursue other appropriate partners
Tap into MR database to increase wknd share through exclusive offers to targeted customers
Utilize on-property opportunities (e-interface, TV, GoBoard) to more fully market the brand
Lift in communication awareness and brand perceptions via ad tracker research
Increase in NFL partnership awareness via ad tracker
Lift in consideration among Hispanic target
Likes, shares, posts , page views, etc.
Lift in weekend consideration via ad tracker and ad hoc research
Incremental room nights and revenue
Incremental revenue from targeted Rewards segments
More exposure for brand videos, commercials, etc.
2014 COURTYARD
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MACRO OBJECTIVE: Be the #1 Upper Moderate Tier Brand
CHANNEL CHANNEL STRATEGY METRICS
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RTH
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Media (Cable TV, Digital,Mobile, Tablet, OOH,
Paid Search)
Partnerships
Events/Experiential
Direct Mail
2014 COURTYARD
Drive broad and efficient awareness of the new CY campaign, with a focus on Gen X and Gen Y
Deliver targeted messaging for greatest reach and frequency
Showcase brand in ways that allow it to be distinctive and stand out
Drive BT and LT bookings thru paid search; expand mobile PPC presence
Align the brand with partners who can elevate and/or differentiate our brand
Activate NFL partnership across multiple touch points to provide customers with meaningful, high-value experiences
Merchandise amateur sports and other potential partner offerings to drive small group business
Look to evolve airport lobby zones to provide greatest impact
Develop additional event ideas that will drive exposure for the brand
Look at opportunity to drive greater consideration with BT and PT through targeted offers against our most loyal customers
Statistically significant lift in ad awareness and perception shifts via ad tracker
Additional metrics by medium as appropriate
Impressions, visitors, bookings/revenue
Lifts in partnership awareness and brand consideration
Positive ROI
Positive feedback from customers
Earned impressions from PR coverage
Incremental revenue
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CHANNEL CHANNEL STRATEGY METRICS
NO
RTH
AM
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A
Owned Assets(Facebook, Twitter, CY website, m.com,
hotel websites, on-
property,Marriott Rewards)
Packages/Promotions
Public Relations
2014 COURTYARD
Create brand advocacy through engaging and relevant content, news, and offers across all of our social platforms
Test new social spaces to ensure we remain relevant
Leverage m.com/hotel websites to merchandise the brand and its initiatives
Continue to test re-targeting efforts Utilize brand website to tell the CY story Leverage CY property distribution to
deliver messaging and experiences to our customers in a meaningful way
Utilize compelling offers to drive weekend consideration
Use weekend landing page on CY.com to highlight CY weekend offers such as AP rate and experiences packages
Develop NFL-themed packages Develop large scale PR initiatives that
highlight brand’s innovative new ideal of enabling success.
Conduct aggressive business media outreach positioning CY as leader in upper moderate tier
Enhance emotional connection through promotion of CY/NFL partnership and new CSR platform
Likes, shares, posts , page views, etc.
Click-thru rate to brand landing pages
Increase in conversion rate
Traffic and time spent on site
Traffic to weekend landing page
Increased weekend consideration via ad tracker and ad hoc research
Earned media impressions
and positive brand sentiment 6