17 Winter Campaign RLH Contact: Jennifer Hatherley ...
S.O.P. – 2016/17 Winter Campaign RLH Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648 Kristi Garrahan, Director of Reservation Systems [email protected] (509) 777-6370 2016/17 WINTER OFFER DETAILS RLHC.com Last Chance to Save It’s not too late to save on your winter getaway with RLHC and our family of brands. Save up to 20% when you book now through January 13th, on stays through March 31st, 2017. Book this offer and sign up for Hello Rewards for instant additional savings, totaling up to 30%. Hello Rewards Members always get an additional discount off our lowest public rate. EXPEDIA Last Chance to Save It’s not too late to save on your winter getaway with RLHC and our family of brands. Save up to 20% when you book now through January 13th on stays through March 31st, 2017. Book this offer and sign up for Hello Rewards for instant additional savings, totaling up to 30%. Hello Rewards Members always get an additional discount off our lowest public rate. OTHER OTA Last Chance to Save This Year Book now and save up to 20%. CAMPAIGN SUMMARY The Cyber Monday promotion will shift to the ‘Last Chance to Save’ Winter offer on November 29, inviting guests to Book Now and Save up to 20%. Non-members who book save up to 20% off their stay, and get 10% additional savings when they sign up for Hello Rewards membership. Existing Hello Rewards members can also take advantage of the savings with a total discount of up to 30% off. Promotion messaging and advertising will start November 29, 2016 to drive awareness to the offer and the limited window for booking. The campaign will be offered at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, GuestHouse and Settle Inn properties. BOOK FROM 11/29/16 – 1/13/17 (set up date in WS 1/14) STAY DATES 11/29/16 – 3/31/17
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign BOOKING CHANNELS Redlion.com GDS TripAdvisor OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (nonopaque) Call Center CAMPAIGN OBJECTIVES Increase occupancy Target leisure segment Increase bookings Grow brand awareness Expand customer acquisition and Hello Rewards membership PROMOTIONAL MEDIA The 2016/17 ‘Last Chance to Save’ promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com and the call center under the rate codes WINTER, RNR8. MEDIA TO INCLUDE SEM GDN Paid Media Retargeting Special Offer Landing Page on redlion.com Promo slide on redlion.com Promo tile on property pages E-Marketing Social Media TARGET AUDIENCES Leisure Travelers Business Travelers OTA Customers
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign
OFFER DETAILS NON MEMBER RATE CODE SETUP Property Setup: Rate Code Name: Rate Code Description: CRS, IBE, PMS Rate Code: Room discount: Rate Category: Min Advance Booking: MIN LOS: Book Dates: Stay Dates:
RLH/RLIS/HRL/GH/SI Last Chance to Save Last Chance to Save Book now and save up to 20%. WINTER DAILY – 20% PROMO1 None NONE 11/29/16 – 1/13/17 (set up date in WS 1/14) 11/29/16 – 3/31/17
MEMBER RATE CODE SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name: Member Discount - Last Chance to Save Rate Code Description: Last Chance to Save Book now and save up to 30%. CRS, IBE, PMS Rate Code: RNR8 Room discount: DAILY – 30% Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17 EXPEDIA SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name - Member: Member Discount – Last Chance to Save Rate Code - Member: EX8HR, EXT8HR Rate Code Name – Non-Member: Rate Code – Non-Member: EX8, EXT8 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign ALL OTAS EXCLUDING EXPEDIA SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name: Last Chance to Save Rate Code Description: Last Chance to Save Book now and save up to 20%. Rate Code: BK8, ON8, HDS8 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17
MANAGING OFFER AVAILABILITY The WINTER, RNR8 rate codes and OTA Rate Codes EX8, EXT8, EX8HR, EXT8HR, BK8, ON8, HDS8 are only bookable from 11/29/16-1/13/17. This offer is subject to availability, and can be terminated at any time. CHECK-IN PROCEDURES Property should run an arrivals report and locate any guests arriving with the promotional rate code to provide appropriate Hello Rewards acknowledgement to the guest. Property MUST attempt to capture a valid email address for every guest. CHECK-OUT PROCEDURES There are no special Check-out procedures. 2016/17 WINTER TERMS AND CONDITIONS Book Dates: 11/29/16 – 1/13/17 Stay Dates: 11/29/16 – 3/31/17 Reservations must be booked using WINTER, RNR8, EX8, EXT8, EX8HR, EXT8HR, BK8, ON8, HDS8 rate codes in order to receive the exclusive offer. House cancellation rules as stated at the time of booking. Guest must be an existing member or become a member of Hello Rewards at the time of their booking in order to receive the Member Discount. Guest booking the Member Discount on Expedia is opting into the Hello Rewards Program and signing up for membership. RLHC reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, GuestHouse and Settle Inn. May not be used in conjunction with any other promotion or discount. Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign
2016/17 Winter Promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign BOOKING CHANNELS Redlion.com GDS TripAdvisor OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (nonopaque) Call Center CAMPAIGN OBJECTIVES Increase occupancy Target leisure segment Increase bookings Grow brand awareness Expand customer acquisition and Hello Rewards membership PROMOTIONAL MEDIA The 2016/17 ‘Last Chance to Save’ promotion will have extensive digital marketing efforts behind it. In order to offset the marketing fees there will be a 10% enhanced reservation fee billed back to the hotels based on net consumed bookings through Redlion.com and the call center under the rate codes WINTER, RNR8. MEDIA TO INCLUDE SEM GDN Paid Media Retargeting Special Offer Landing Page on redlion.com Promo slide on redlion.com Promo tile on property pages E-Marketing Social Media TARGET AUDIENCES Leisure Travelers Business Travelers OTA Customers
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign
OFFER DETAILS NON MEMBER RATE CODE SETUP Property Setup: Rate Code Name: Rate Code Description: CRS, IBE, PMS Rate Code: Room discount: Rate Category: Min Advance Booking: MIN LOS: Book Dates: Stay Dates:
RLH/RLIS/HRL/GH/SI Last Chance to Save Last Chance to Save Book now and save up to 20%. WINTER DAILY – 20% PROMO1 None NONE 11/29/16 – 1/13/17 (set up date in WS 1/14) 11/29/16 – 3/31/17
MEMBER RATE CODE SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name: Member Discount - Last Chance to Save Rate Code Description: Last Chance to Save Book now and save up to 30%. CRS, IBE, PMS Rate Code: RNR8 Room discount: DAILY – 30% Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17 EXPEDIA SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name - Member: Member Discount – Last Chance to Save Rate Code - Member: EX8HR, EXT8HR Rate Code Name – Non-Member: Rate Code – Non-Member: EX8, EXT8 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign ALL OTAS EXCLUDING EXPEDIA SETUP Property Setup: RLH/RLIS/HRL/GH/SI Rate Code Name: Last Chance to Save Rate Code Description: Last Chance to Save Book now and save up to 20%. Rate Code: BK8, ON8, HDS8 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/29/16 – 1/13/17 (set up date in WS 1/14) Stay Dates: 11/29/16 – 3/31/17
MANAGING OFFER AVAILABILITY The WINTER, RNR8 rate codes and OTA Rate Codes EX8, EXT8, EX8HR, EXT8HR, BK8, ON8, HDS8 are only bookable from 11/29/16-1/13/17. This offer is subject to availability, and can be terminated at any time. CHECK-IN PROCEDURES Property should run an arrivals report and locate any guests arriving with the promotional rate code to provide appropriate Hello Rewards acknowledgement to the guest. Property MUST attempt to capture a valid email address for every guest. CHECK-OUT PROCEDURES There are no special Check-out procedures. 2016/17 WINTER TERMS AND CONDITIONS Book Dates: 11/29/16 – 1/13/17 Stay Dates: 11/29/16 – 3/31/17 Reservations must be booked using WINTER, RNR8, EX8, EXT8, EX8HR, EXT8HR, BK8, ON8, HDS8 rate codes in order to receive the exclusive offer. House cancellation rules as stated at the time of booking. Guest must be an existing member or become a member of Hello Rewards at the time of their booking in order to receive the Member Discount. Guest booking the Member Discount on Expedia is opting into the Hello Rewards Program and signing up for membership. RLHC reserves the right to amend, revise, supplement, suspend or discontinue this promotional offer at any time in its sole discretion and without prior notice. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, GuestHouse and Settle Inn. May not be used in conjunction with any other promotion or discount. Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016/17 Winter Campaign
2016/17 Winter Promotional offer does not apply to the following rate types: (1) Rates that are not publicly available, such has negotiated corporate or group rates; (2) Discount rates offered only to members of groups or individuals who meet previously-specified criteria, including but not limited to AAA members, Seniors, and government employees; (3) Package rates that include the room and other components such as travel, car rental, entertainment and/or non-breakfast meals; (4) Rates negotiated for stays extending beyond 30-nights; (5) Rates that are available on auction websites; and (6) Rates available on opaque websites, such as Priceline and Hotwire, that do not disclose the hotel brand until the reservation is complete.
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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