2013 Marriott International Confidential & Proprietary Information
RESIDENCE INN
2013 MARKETING PLAN
As of 1/25/2013
2013 Marriott International Confidential & Proprietary Information
2013 RESIDENCE INN
POSITIONING
CORE MESSAGE
TARGET
DISTRIBUTION
 Power Brand: Third largest MI brand in profit contribution, revenue and hotel count. MI’s strongest
performer in RevPAR index at 126.0 and second highest in guest Recommend scores.
 Category Leader: Long-standing U.S. extended stay leadership in aided awareness, market share, and
premiums vs. purpose-built competitors stemming from distribution advantage and market tenure.
Thrive – For today’s marathon business traveler, Residence Inn is specifically designed to restore
and sustain your physical, mental, and emotional energy so you can Thrive on Long Stays.
“It’s not a room. It’s a Residence.TM”
GLOBAL
OVERVIEW
“The Marathon Business Traveler” – Extended Stay FBT who views extended stays as
“marathon” business trips when compared to shorter business trips. They place a high priority
on being productive but also require a balance to stay in peak condition. They want to keep all
parts of their life going so they can achieve their personal best.
North America:
Europe:
CALA:
Middle East/Africa:
Total:
Pipeline Growth:
621
2
1
1
625
155 (Approximately 37 openings in 2013)
2
2013 Marriott International Confidential & Proprietary Information
2013 RESIDENCE INN
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MACRO
BUSINESS OBJECTIVE
CORE MESSAGE
TARGET
Aging US Product: Aging product and younger competitive product resulting in low scores on up-to-date.
Consumer Awareness/Competitive Marketing: RI has very high consumer awareness in the US, but globally
there is overall low understanding of the extended stay category and the brand’s product offering
compounded by lack of “suites” name vs. competition. Competitors in the US have larger ad spends than RI,
despite RI’s larger distribution, putting RI at risk in awareness, consideration and trip share.
Declining Performance vs. Competition: While GSS remains strong, in competitive brand tracking RI lags
Homewood Suites on many key metrics (Recommend, Satisfaction, and Service). RI hotels with Homewood
Suites in comp set underperform on RevPAR index.
Increase RevPAR Index through extended stay business.
“It’s not a room. It’s a Residence.TM” - Key Proof Points:
 Upscale Spacious Suites – Separate spaces for guests to sleep, eat, work and relax.
 Full Kitchens – Full kitchens with full-size appliances so guests can eat what they want, when they want it.
 Strong Value Proposition – Strongest value in an upscale environment with free Wi-Fi and hot breakfast.
GLOBAL
KEY DRIVERS
Primary: “The Marathoner” – Upscale, extended stay FBTs who are optimistic about travel and want the ability
to be productive and continue their life's pace and routines in an environment that helps them renew and restore
their energy so they can perform at their best.
Demographics
 69% male
 62% married
 41 years old is mean age
 $136k mean HH income
 76% college+ educated
 82% Caucasian
 60% suburban
 23 BTs/7 XS trips
Psychographics
 Strong proponents of a balanced lifestyle due to extreme BT.
 Sophisticated and look for professional treatment.
 Used to top notch service at stores and restaurants.
 Place a high priority on work & productivity, but want to fully enjoy life.
Secondary Targets:
Business Travel: Extended Stay Consultants & Engineers/IT Professionals
Personal Travel: Families – Suite Kids Vacations – Family trips with parents and children.
Trip Profile: 54% family vacation; 87% Suburb or highway; 87% Travel by car; 81% Kids 5-12 years
Demographics: Equal mix moms & dads; Ages 35-49; $75-150 HH income; Above avg. # of BTs
KEY COMPETITORS
Homewood Suites: Strong competitor who despite 50% smaller distribution beats RI on product per Brand Tracking
Embassy Suites: Aggressive marketer with a strong value proposition and F&B offering
Hyatt House/Staybridge Suites: Emerging competitors to watch, backed by large portfolios
Full Service/Select Service: more than 90% of 5+ night trips each year; 25% of the trips could be at extended-stay 3
2013 Marriott International Confidential & Proprietary Information
Increase RevPAR Index through extended stay business.
2013 RESIDENCE INN
OBJECTIVES
STRATEGIES
METRICS
Increase consideration and
trial among extended stay
business travelers.

Establish RI as the dominant extended stay brand
by “acting big” in marketing efforts.
Enhance “It’s not a room. It’s a Residence.TM” ad
campaign with goal of continuing to connect to
extended stay travelers on an emotional level.
Focus attention on RI’s substantial number of
renovated and new properties to combat the
brand’s aging persona.

Create innovative PR strategies to communicate
RI’s family leisure benefits/features to media &
social community.
Activate relevant portfolio leisure strategy
platforms to drive personal travel business, with
a focus on families.
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Activate high-impact internal channels
(Marriot Rewards and m.com).
Develop tools to provide properties with the
resources/guidance needed to activate and pullthrough RI positioning and marketing efforts.
Investigate a source marketing communications
strategy.
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Capture mind share of family
travelers to drive
consideration and ultimately
personal travel bookings.
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Develop a platform for global
brand growth and field
support
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Statistically significant lift in
core messaging, key
perception metrics, and intent
to consider via ad tracker.
Lift consideration and trip
share via Brand Tracker.
Media impressions/unique
visitors per month (UMVs).
Incremental personal travel
room nights and revenue.
NORTH AMERICA
MACRO BUSINESS OBJECTIVE:
Increase engagement and
bookings from ri.com/m.com.
Incremental revenue from
Marriott Rewards
communications.
Brand voice activation across
all touch points.
4
2013 Marriott International Confidential & Proprietary Information
2013 RESIDENCE INN
PROGRAM/ACTIVITY
METRICS
Advertising Campaign
 Enhance “It’s not a room. It’s a Residence.TM” ad campaign by
focusing on best performing assets and augmenting video
assets to drive consideration of RI’s purpose-built benefits and
improve up-to-date perception
 Statistically significant lift in
core messaging, key perception
metrics, and consideration via
ad tracker
Public Relations
 Leverage halo openings in urban locations to position brand’s
portfolio growth, highlight its updated designs and unique
service culture
 Generate buzz on extended stay category and establish RI as
leader by combining traditional and social media outreach to
business outlets , opinion leaders, and brand advocates
 Expand “Residence Inn Celebrates Moms” initiative
spotlighting how RI caters to families & personal travelers
 Focus attention on RI’s new room design and lobby makeover
to combat aging persona
 Expand media efforts to include Residence Inn’s international
markets that also serve as major source markets to U.S.
 Media impressions/unique
visitors per month (UMVs)
Social Media
 Focus social media strategy on developing relationships with
RI’s target guests and encourage engagement
 Provide relevant and compelling content, for the RI audience in
social media assets
 Customer engagement on
social media, specifically
Facebook, YouTube & Twitter
Field Marketing/
Sales Support
 Continue development of marketing/sales tools in BrandWorks
 Pull-through partnerships/promotions on-property
 Assist in activation of the ES Factor
 BrandWorks utilization
 Brand Voice activation across all
touch points
NORTH AMERICA
CHANNEL/
ACCOUNTABILITY
5
2013 Marriott International Confidential & Proprietary Information
2013 RESIDENCE INN
PROGRAM/ACTIVITY
METRICS
Extended Stay
 Continue working with the Extended Stay sales team to
develop marketing programs, trade show strategies and
sales initiatives to increase extended stay business
 Leverage portfolio power of three MI extended stay
brands to capture ES business via a cross-brand marketing
strategy
 Investigate a source marketing communications strategy
 Lift in awareness/consideration
 Bookings/incremental revenue
Segment Marketing
 Participate in segment marketing efforts
(e.g. multicultural, amateur sports, etc.)
 Access to potential new guests
 Bookings/incremental revenue
Partnerships
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Packages/Promotions
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Leverage cross-brand leisure sponsorships
(e.g. small group such as weddings, small business, etc.)
Develop RI brand specific partnership with the American
Red Cross
Utilize enterprise partnerships, where appropriate
(e.g. Amex, airlines, Hertz, etc.)
 Access to potential new guests
 GSS increase (MBT needs)
 Lift in awareness/consideration
 Bookings/Incremental revenue
Create an ES-focused, non-rate driven promo strategy
utilizing Marriott Rewards and partners such as Amex
Utilize Experiences platform to develop a relevant
weekend leisure/family and long term stay package
strategy
 Access to potential new guests
 Bookings/Incremental revenue
NORTH AMERICA
CHANNEL/
ACCOUNTABILITY
6
2013 Marriott International Confidential & Proprietary Information
2013 RESIDENCE INN
eCommerce
Mobile
Hotel Websites
M.com
Retargeting
Paid Search
OTA
PROGRAM/ACTIVITY
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Marriott Rewards
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METRICS
Mobile – create consumer validated mobile experiences
to differentiate RI within the larger portfolio mobile
initiative. Enhance mobile paid search.
Hotel Websites – ensure proper photography and floor
plans; leverage property and brand promo messaging
M.com - update global ri.com pages and ensure they
work effectively on both .com and tablet devices
Retargeting – participate in relevant retargeting efforts
Paid Search – focus on extended stay and family
messaging, continue long term stay cross-brand
strategy, expand mobile PPC presence, activate/test
new opportunities
OTA – develop family-focused weekend leisure
communications/promotion strategy utilizing the OTAs
 Mobile – bookings/revenue and
engagement
 Hotel Websites – brand standard
compliance and utilization of
promotional messaging
 M.com - site bookings/revenue
and engagement
 Retargeting - bookings/revenue
 Paid Search – bookings/revenue
 OTA - bookings/revenue
Develop programs and communications that tap into
Marriott Rewards customers with a propensity to stay
on extended stay BT and family personal travel stays
Investigate leveraging high-profile openings for Elite
events
Continue support of MR’s “Portfolio Reveal” campaign
Investigate utilizing Refer a Friend program for family
blogger outreach efforts
Utilize targeted messaging opportunities on
m.com/Marriott Rewards pages
 Engagement
 Lift in awareness/consideration
 Bookings/incremental revenue
NORTH AMERICA
CHANNEL/
ACCOUNTABILITY
7