S.O.P. â 2016 Cyber Monday Campaign RLH Contact: Jennifer ...
S.O.P. – 2016 Cyber Monday 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 CYBER MONDAY PROMOTION BY CHANNEL RLHC.COM Early Bird Gets the Best Deals Make your Cyber Monday #WorthIt when you catch this limited time offer now and save on your holiday getaway. Book now through November 28th and save up to 30% on stays through December 30, 2016. Book this offer and sign up for Hello Rewards for instant additional total savings of up to 40%. Hello Rewards Members always get an additional 10% off our lowest rate. Cyber Monday, #WorthIt Make your Cyber Monday #WorthIt when you catch this limited time offer now and save on your holiday getaway. Book now through November 28th and save up to 30% on stays through December 30, 2016. Book this offer and sign up for Hello Rewards for instant additional total savings of up to 40%. Hello Rewards Members always get an additional 10% off our lowest rate. EXPEDIA Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Make your Cyber Monday #WorthIt when you catch this limited time offer now and save on your holiday getaway. Book now through November 28th and save up to 30% on stays through December 30, 2016. Book this offer and sign up for Hello Rewards for instant additional total savings of up to 40%. Hello Rewards Members always get an additional 10% off our lowest rate. OTHER OTA Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Book now to save 30% off your stay
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016 Cyber Monday Campaign CAMPAIGN SUMMARY Starting November 16, our 2016 Cyber Monday promotion kicks off with an extended sale period inviting guests to Book Now and Save 30%. Non-members who book save 30% 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 40% off. This extended sale period will last through November 28, Cyber Monday.
The campaign will be offered at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, GuestHouse and Settle Inn properties. BOOK FROM 11/16/16 – 11/28/16 (set up date in WS 11/29) STAY DATES 11/16/16 – 12/30/16 ALL CHANNELS INCLUDED - RATE CODES:
CAMPAIGN OBJECTIVES Increase occupancy Target leisure segment Increase bookings Grow brand awareness Expand customer acquisition and Hello Rewards membership PROMOTIONAL MEDIA The 2016 Cyber Monday 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 CYBER, RNR6. MEDIA TO INCLUDE SEM GDN Paid Media Retargeting LTO mini-site with countdown clock 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 Cyber Monday Campaign OFFER DETAILS 1) NON MEMBER RATE CODE SETUP Rate Code Name: CRS, IBE, PMS Rate Code: CYBER Room discount: DAILY – 30% Rate Category: PROMO1 MIN LOS: NONE Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16-12/30/16 2) NON MEMBER RATE CODE BOOKING DESCRIPTIONS RLH/RLIS/RL/GH/IS: Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Book Now and Save 30%. 3) MEMBER RATE CODE SETUP Rate Code Name: CRS, IBE, PMS Rate Code: RNR6 Room discount: DAILY – 37% Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16-12/30/16 4) MEMBER RATE CODE DESCRIPTIONS RLH/RLIS/HRL/GH/SI Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Thinking about becoming a Hello Rewards member? Members save up to 40%. 5) EXPEDIA SETUP Rate Code Name: Rate Code: Room discount:
EX6, EXT6 EX6HR, EXT6HR
Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay dates
PROMO1 NONE None 11/16/16-11/28/16 (set up date in WS 11/29) 11/16/16-12/30/16
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016 Cyber Monday Campaign 6) ALL OTAS EXCLUDING EXPEDIA SETUP Rate Code Name: Rate Code: BK6, ON6, HDS6 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16- 12/30/16 BOOKING CHANNELS Redlion.com GDS TripAdvisor OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (nonopaque) Call Center MANAGING OFFER AVAILABILITY The CYBER, RNR6 rate codes and OTA Rate Codes EX6, EXT6, EX6HR, EXT6HR, BK6, ON6, HDS6 are only bookable from 11/16/16-11/28/16. 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 perks 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 CYBER MONDAY TERMS AND CONDITIONS Promotion messaging and advertising will start November 16, 2016 to drive awareness to the offer and the limited window for booking. Book Dates: 11/16/16 – 11/28/16 Stay Dates: 11/16/16 – 12/30/16 Reservations must be booked using CYBER, RNR6, EX6, EXT6, EX6HR, EXT6HR, BK6, ON6, HDS6 rate codes in order to receive the exclusive offer. House cancellation rules. Guest must be an existing or become a member of Hello Rewards at the time of their booking in order to receive the Member Discount. 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. Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016 Cyber Monday Campaign
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, Guest House and Settle Inn. May not be used in conjunction with any other promotion or discount. 2016 Cyber Monday 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.
RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
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
Page 1
S.O.P. – 2016 Cyber Monday Campaign CAMPAIGN SUMMARY Starting November 16, our 2016 Cyber Monday promotion kicks off with an extended sale period inviting guests to Book Now and Save 30%. Non-members who book save 30% 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 40% off. This extended sale period will last through November 28, Cyber Monday.
The campaign will be offered at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, GuestHouse and Settle Inn properties. BOOK FROM 11/16/16 – 11/28/16 (set up date in WS 11/29) STAY DATES 11/16/16 – 12/30/16 ALL CHANNELS INCLUDED - RATE CODES:
CAMPAIGN OBJECTIVES Increase occupancy Target leisure segment Increase bookings Grow brand awareness Expand customer acquisition and Hello Rewards membership PROMOTIONAL MEDIA The 2016 Cyber Monday 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 CYBER, RNR6. MEDIA TO INCLUDE SEM GDN Paid Media Retargeting LTO mini-site with countdown clock 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 Cyber Monday Campaign OFFER DETAILS 1) NON MEMBER RATE CODE SETUP Rate Code Name: CRS, IBE, PMS Rate Code: CYBER Room discount: DAILY – 30% Rate Category: PROMO1 MIN LOS: NONE Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16-12/30/16 2) NON MEMBER RATE CODE BOOKING DESCRIPTIONS RLH/RLIS/RL/GH/IS: Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Book Now and Save 30%. 3) MEMBER RATE CODE SETUP Rate Code Name: CRS, IBE, PMS Rate Code: RNR6 Room discount: DAILY – 37% Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16-12/30/16 4) MEMBER RATE CODE DESCRIPTIONS RLH/RLIS/HRL/GH/SI Early Bird Gets the Best Deals/Cyber Monday, #WorthIt Thinking about becoming a Hello Rewards member? Members save up to 40%. 5) EXPEDIA SETUP Rate Code Name: Rate Code: Room discount:
EX6, EXT6 EX6HR, EXT6HR
Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay dates
PROMO1 NONE None 11/16/16-11/28/16 (set up date in WS 11/29) 11/16/16-12/30/16
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016 Cyber Monday Campaign 6) ALL OTAS EXCLUDING EXPEDIA SETUP Rate Code Name: Rate Code: BK6, ON6, HDS6 Room discount: Rate Category: PROMO1 MIN LOS: NONE Min Advance Booking: None Book Dates: 11/16/16-11/28/16 (set up date in WS 11/29) Stay dates 11/16/16- 12/30/16 BOOKING CHANNELS Redlion.com GDS TripAdvisor OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (nonopaque) Call Center MANAGING OFFER AVAILABILITY The CYBER, RNR6 rate codes and OTA Rate Codes EX6, EXT6, EX6HR, EXT6HR, BK6, ON6, HDS6 are only bookable from 11/16/16-11/28/16. 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 perks 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 CYBER MONDAY TERMS AND CONDITIONS Promotion messaging and advertising will start November 16, 2016 to drive awareness to the offer and the limited window for booking. Book Dates: 11/16/16 – 11/28/16 Stay Dates: 11/16/16 – 12/30/16 Reservations must be booked using CYBER, RNR6, EX6, EXT6, EX6HR, EXT6HR, BK6, ON6, HDS6 rate codes in order to receive the exclusive offer. House cancellation rules. Guest must be an existing or become a member of Hello Rewards at the time of their booking in order to receive the Member Discount. 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. Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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S.O.P. – 2016 Cyber Monday Campaign
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, Guest House and Settle Inn. May not be used in conjunction with any other promotion or discount. 2016 Cyber Monday 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.
RLHC Contact: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648
Confidential © 2016. This document is proprietary and may not be disclosed without written consent
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