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HomeMy WebLinkAbout2006-01-18 STAFF REPORTS 5B } wprJn i y 1 fi t V�"W+� MM1A, piµ III w i�W"' v4 •*^"y1' k[t �-� �•n IT CM) Ww Y M Amu t•Ww 4A .,.r tiM ��� �� , - vl yµ iwu4 M1 M �i i o G r paa� II � II � �« y �: : « . � � ( } � \ : • ' \ s � � . _�\� � � _\ . ( { L� \\ ] Global Brand Footprint = mew, ,d Sup & Sew s f T� qo ofaSn . \ � e 3 - . t #- i yF it _ l s p�i, '_���0➢L �I' �C Starwood captivates guests and travelers with bold new expre0sions of comfort, style and operational excellence. — Custodians of upscale lifestyle brands — Lead by design and innovation ® Benefit from best practice initiatives Sj e ELI 4:`., rrki&-L;. c.:`li 8i' U CS S67 18"Pe`C'MCNYIE. OY Off t J.Ss'C`ii ?"`a✓`, C. _!„ V:::: _ �:t lF_- �,k ,r 9qq 'Vil9 CieNel �I~3' ILL:�`',e G` Sia TL'1 :,-- i ➢ v%f`\l�C ` .lu0' iintegi iLV CIE ! t%le itie��. tj tV �.O c7 E'ni l:. r1� J�� K� r1.= 'an �an it'd ZiJ'1',p IOSSIS CEriO �C-Lfl�k res'. 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Eke . ~ of L b 1{ y p 1L v v v _ V V F o Sheraton HOTELS & RESORTS HOTELS&RESORTS �t'a�t� • 389 hotels and resorts 121 upper upscale hotels 131 hotels 133,854 rooms 51,583 rooms 23,746 rooms 67 countries 27 countries 21 countries Warm, Comforting, Connections Personal, Instinctive, Renewal Honest, Uncomplicated, Comfort fr..�7r,s ST.R EfGIS THE, LuxuRY COLLCCTION' HOTELS &RESORTS Starwood Hotels a Resorts HOTELS® 10 hotels and resorts 41 hotels and resorts 20 hotels 2,110 rooms 5,749 rooms 5,788 rooms 5 countries 15 countries 5 countries • Uncompromising, Address, Bespoke, Historical or legendary landmarks Flirty, Insider, Escape Seductive New Brands. - -___ _ Q3 2005 � r4-, - Lp i tT t iii �hya�l r�I1����1� F- The best way to predict the future is to invent it. Alan Kay WRE STARW O1D T H E SiARWODD Sheraton ��� L.rd PA li��jr�G V S V n HOTELS CDE OLLECTION Bed love Thai dog - HEAVEN'Lr BED JJ LL at sharatnn HEAVENLY BATH - _� o Y 'r u: L .I I I PREFERRED C QUEST ESTIN HOTELS 6 RESORi S' � ����� fVdgD1 EY�[L�Q '- STARWOOO II GALAXY ao TEcxrvosocr arvo wsysrvuE srsrEms Four turbo c�tgEST S ped- POM S k Sh wn net_ - - - Four Comfort Bed' We succeed only' `v°Jaen Vi/e rneei. arid e;Cceed the expeda ioiis O( Oor CLISiOrnerS, ovvnef"S and shareholders. kNe have a passion for excellence and Vvill deliver the highest standard's of service, value, iniegri'ty and fairness. We celebrate the diversify and pOTiver of people, ideas and culiures. VVe respect and. enrich 'ihe cornrnurtilies in tnthich we do business. UVe encourage innovation, accept accoontabiRy and embrace change. 'We reel a sense of responsibility , to lead by examples of creativity, ei3'liusiasril, and 10;/c<i'i;r %, 'ihe goes'_. cnCl y1;e endeavor En have f??n too." �I - �14 i 1 ;CIGd00, I� n , 44 YY ee,lAR]l 01 y i*a .� Sheraton Los Angeles Downtown Westin Boston Waterfront W Fort Lauderdale Opened 2005 Opening June 2006 Opening 2006 lift fl R_ I �? rI6�I � e 7 ��i The Ballantyne Four Points by Sheraton Chicago Downtown St. Regis San Francisco Opened 2005 Opening 2005 Opening 2005 +1 CT .. r " , f _ t ��oe p�cne11 emc- !- Westin Real de la Faula Westin Boston Waterfront -_-- December 2005 Opening June 2006 tUP - - � y� _-n y Westin Bellevue Hotel Opened November 2005 Westin Governor Morris Westin Trillium House' Renovated 2004 Opened December 2005 2 OR — _ - - All � — r : r � a 147 N7 — r A �'p� � eryvewl _ —�_— _ Westin Beijing Westin Nanjing Westin Memphis Beale Street Opening December 2007 Opening January 2009 Opening January 2007 I y 3�s � i i s-a.-.+,T-- '�_'� � 1 Y -� �;-�`qy il� ..2�'..lu - ❑� i a _ yf2x�y�.s2, Westin Roca, Ki Macao Resort Westin Snowmass Opening November 2006 Opening March 2008 ■ii �i � !� � i !1i �i � llfi � � r � � � ! � � r '.mil�t�a! c;��l':_ =��•,,.-:,-i,-i i Starwood Leading Support Services i i I I-"'i":^ �i �t3 rl"Lai:(,;_` �J it P l' ��-�i lTl� II,.�Ql11 U -il ii 11 li ` 5C ' -1U � 1�hCF � t T" Sr �I��hpFl ;141i 1,u�ii�4 _T7 - - - - i� 41 -- - - - -- - - - - - Starwood Fraferred Guest % of SPG contribution to room revenue 43 % worldwide hotels and resorts* &L� ©,� arwood Cert€-al Miarketing Dalivery 44 / V Systems rooms revenue contribution to worldwide hotels and resorts Starwood Central Marketing Delivery Systems include: • Customer Contact Centers • Global Distribution Systems connectivity • MARS central reservation systems • Branded online internet channels 'Q3 2005 I( �fv - Yv� !L�i�11 �lV"51C IQ - �4 rl L4 r 111(01[ 0 �f� Created to ensure the company will be ready for dramatic changes sweeping.the industry = Technology initiatives include: Elevation and integration of marketing; chanriel distribution; emerging technologies; and driving revenues and building loyalty - Developed new systems architecture linking all customer data bases and touch points; enables more effective individualized one-to-one marketing. A Marketing,Programs , -{ 1 $ta ood-Preferred Guest p' k_eting x s ' JSA ketirJg t Technology Distribution Galaxy Hotel Sy Customer Contact Centers(Res) Technology Op Interactive Marketing Technology D Pricing/Inventory Management Broadband Distribution Partnerships and Management 1■U r � r � i ® � � i � � f�i �1 � � � � � , Go,� ,,r�ie0�0TQ 11- I .; -Glcu, fllrPli - t VfJ-=''t� ' e C4LI NO Of h�Is ��t����6�1OC14. �II�k6� �i6n-pP, 0 �IIPi�� ��ll0h Ar Comprehensive picture of the customer Model Scores 3601 view of the customer across touch Predicted Stays&Revenue,Value, points Profitability Sr Quality data centralized, standardized and accessible throughout the organization ,' a\°o°ca �5 sAo°�s C � e'CJ aca eaQ o° �Pe AQ �ihh � Q o 4ee��e 5e\oAF ,°Per7y'4�'6ja'°�O if+ - Data maintained at a level to supports c F CZY multiple definitions of the customer m,o Guest — Example: Customer is an Avid Golfer, y Name,Address, HP Corporate Account member, and an a" Phone, E-mail � SVO owner F �Q �. P K5r 4 5 d�• rid ,o��QQ G�`Oo a Customer-specific marketing and guest S��°°e �.� 5114F, experience built from knowledge of customer °� 4 Pe �aQ C4`10 �,e5eel°ro0 Create communications plans °'e PVSastia9e, commensurate with potential revenue and 00, °5 customer profitability °9`ap o° '1 it e, fir, c :A i I f _lil r. FiYrF wr _ -;� c ��� � � 1Z � _$ a-� * «•�� air_ - L ��o CO 0)10 �°0 i��l 011f � l �. Communicates targeted Responds and manage Recognize and capture offers to guests ;� guest requests and guest preferences Example: defects Example. . Offer room upgrade for$30 j Example: Mr. Smith prefers a quiet in a pre-stay email Guest calls about II room and extra towels ;Offe€s can lailorea!b plunlbrng problem d tt, Autorn�ted leis �f a 5L i Operational Data Store (ODS) Real-time data repository that allows applications to access and update guest information dynamically r -�- x ► � MA"LE SPG Gold Member SPG Platinum 7 Stays in past 12 months 27 stays in past 12 months Sheraton &Westin stayer Prefers Luxury Collection Home: Chicago Home: London � -1 QIIIF 0IIUI1 �� I���l i �� I�il Y II �II� YYp� l_ l _ f II vdyal 011� 20 Flights 30 Flights Only 7 Starwood stays 27 Starwood stays We have a lot of opportunity Loyal member—need to retain L kld 1!0 3 IUV�'°-, OIL PP, -G jju G#' '11�II - -?o �nV C-1 l fir Create right offers to gain share Deliver benefits of program Drive additional revenue Recognize loyalty through communications zil .. t -OHliilUto-i 'l1�illErlfl_ -�i it __'�16 , �C1 = I�(il � �1�� -, ''_11 - � " ,i�' `yOEM Does Not Recognize Member Life Cycle, Stay History or Expected Behavior Does Not Maximize Revenue of More Frequent Members mna:nurt. _ _ — _' E,3 n • F a - -- — Reward yourself twice as fast with Double Points from REGISTER iiOW •JOIN NO•d Marriott Rewards'cad Visa: - I: VISA 4um11 OouWa Ding® your way. - i i i i i i i i i i i i i i i i i i i r _ ._ _ e; i 4A� Pr P �Ibl� �4 IJ I Y9 IlfiOgC! 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II!,91 ° s 'd0 ION IpII�P j� IIpNC LY�HI7 PL� ,I�, �r�j� �_ oI�IPC I U F U q[i��� Offers to Stretch Behavior to Maximize Incremental Revenue Separate models for actives, inactives, new members and downtrenders with different promotional strategies to incent stays. _ oatl Pre(e�mtl C.uesc Hermon Test par Numbor 5tl91i3O60�B3-- EARN UP TO TWO FREE WEEKEND NIGHTS }!'p'!en[lltsltl2 pllgpep=nlrts[I}vJr SLT;oW rrClBr[d GUO"-:rt]¢LRe n[m 4mxn4Tl -- _ k mhlI a iid IaIIGW µ+Wr Wd NFhl.v LtIs:Wtlsl1]spmr[fNDftp ke1 n Night. pls F,lAa 1, reavnr s een you mra wally vno nvlpnrlf=.tln0 evn me Ree Wt¢Yeno Nlgri,asla}tA]F]II]am bo fire Mp¢Fpntl NlgAh.SMPIPedlsleq Ww'iJ like mencvumgv yvu rp smv O[mElr I5,20p5,1ptl 5Yf Cj GYImLY]I5.2O]5 s vgem by attencg viply ryoln3 onytlell stayssrttrau�g; ! - i � Ywl fi[s:.lH[ntl lldrlS ranptr V[[me]Ilu[[efFlGu]ru23IDpi,alan,WlsSaf]J A[4elYa[pn'r]F.In — e.a amv �ymis _ _ � 5- [ Qrt]Itl�llrutlmsllYtrpsp]sa+el+s,ISV[]F,IwCa[[.altlm[rE Mtl2mfmpel,Nsr.]rino[UGncI N!ssu ,+'orlawlee wrven Baprambar 30,3tl4i �� �i� - ,a i !ji j � aalumlq r[soeumzmrtlz mplls—so}mmnrnl lm-ell aliwr[[mmlelre mg�_ter by 0_- __ _ ___ _ _ YYY ��f�lll I s P,EGISTER BY OCTOBER IS AT SPG,[ Wpre mm TO FARM FREE HTHT_ e'Fs vya arap,mee cvv:r natmvn ias l mo r so-,na i— yyu went. _ry •tea..i. ia��� e�. :++:..�_aui xvulJ lke to rt,rqulugerY urc'say y otlering vipta - r,=„I s�e� ......=a .,. pym�e"toy.11 mr...h qq - - uaa..e... oetltapa�s>.zaps.msmt..aw nmyl: — %_ . _.. .xa ls.c[[ nvs e�omeo:soaioos — — F'-" o. el. __ma�yy RIF € Rh IF F qi ^. .: �sfJ e � I Freddie Awards Program of the Year - 6 consecutive years — 1999, 2000, 2001, 2002, 2003, 2004 — Best Website — Best Award Redemption — Best Customer Service — Best Elite Level categories — Since 1999, Starwood Preferred Guest® has been awarded over 50 Freddie Awards Only program with "True Redemptions" Allows redemption anytime and anywhere (all properties) 41E BF rpp (14 VzNU,i EDDI - :a -am _ _TTMVF.1.0t PK In North America, SPG members occupied over 13 million room nights in 2004 In north America, SPG members delivered over $1.9 billion in room revenue In 2004 x - `f n_.�i�° �i'zLO'' Fi1��— r� F _ - W ATLANTA AT PERIMETER CENTER PERIMETER CENTER WESNTA,GA 3°396.115 Micro -199 5514 Custom E Header D rzi' 49GU,1lMeIf ' 1 ,- Direct Marketing and Regional [ - Marketing teams can help 1 —.e CONFIRMATION'9e..17.E3 — Advise on promotional structures and te) creative oear MELISSA BARNE-, Thank you for choosing IV Motels We are pleased to wnflrm Your Access central database of past guests �Suu O - eaerva°on with us (members and non-members) Property Arrival D. 33,OLQB04 Property • Email addresses on 57°/g of total � Departure Date Offer Number of Rooms 1 members (>75%on 5+stayers) PICK A SUITE,ANY SUITE Total Number of Guests Adul1I,)I — Demographic overlay data available on CI.k°R°her.fara.ta;le Room I of I O many members Brain Do,doRbon T ,HE VIJOERNL NON-5190KiNG 0.M W MOKING — Develop and execute DM and EM ®— SIGNATURE B SHOWERD NON ONLY HITY3IGF 0.19 SHOWER ONLY within brand and SPG guidelines Q HIGH SPEEDINSop Sq �{`pp WHOTELS.Cor' CONNFCRON,SOBNE fT ROOM Sean i Yy`Be,__r FL00R 2-1G_CItt VIEW,Dt% __/onr il[-_ SHOWER ONLY,NO TUB.PRIVATE ,Iy Q� BALCONY StarGuest Communications ® �C 4 Number of Ghosts Edulgs)I �— Guest Name MEISSSA PAPERS Web-based, property communications Ratafor Yi-3uI-O,to 23-3ul-04 Sao/°uv nh Brectans Rate Plan:BEST AVAILABLE RATE tool to deliver customized confirmation, 235A0 m IS DOLLARS per night pre-stay marketing and post-stay thank Tawaa and Sero:ee Charges STATE SALES TAX 7E Percent Per Room Per Night NOT In The you/marketing messages via e-mail Rate OCCUPANCY TAX 5.0 Percent Per Room Per Night NOT In The Target by member vs. non-member CC Rate Up-sell or cross-sell �� � �N LI B G—out..Rules and Eenrau.ti Poll, Your roam:s guaranty-d wlin dr)MASTER CARD card. Deliver news, info on local events Cancel by 9pm Hotel time l Davis)pnor to avoid l Night penalty Room[axes may be charged on pe 11bes. 5[arwhhd Pl.fereetl G__°at.lls Sfarwoad Preferred Guest®Number S077915a331 _ Sranvohd Preferi Guest'bevel i Gold Preferred `� _ sty oh,t,3M 0 SP p Many Stanford hard' rid in North An have as early departure e. eck- W����• fe When ydo ch m,you will be asked to dinfirm your tlbYE LLL' �,�•� departure data.You may be able to change your departure dale wlhout a penalty 0 your rate plan permits and if you do so before the sad of yourarrrval do,.After Offfrm:ng your departue - ----