SOP â 2016 Summer Campaign 2016 Summer Promotion Own Your ...
S.O.P. – 2016 Summer Campaign
2016 Summer Promotion Own Your Summer. Make this summer your own! Get up to 25% off plus added perks. #OWNYOURSUMMER • •
Book from June 9 – August 29, 2016, Stay dates June 10 – August 29, 2016 All channels included - Rate Codes: SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7
Full Summer Campaign Summary: Starting June 9th our Summer 2016 promotion #OWNYOURSUMMER kicks off inviting guests to save15% while receiving added perks. The summer promotion encourages guests to sign up for Hello Rewards if they aren’t already members receive and additional 10% off, a 25% total savings. The campaign will be offered at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, Guest House and Settle Inn properties. Booking dates from June 9 – August 29, 2016, with stay dates from June 10 – August 29, 2016. Campaign Objectives: • Increase occupancy • Target leisure segment • Increase bookings • Grow brand awareness • Expand customer acquisition, Hello Rewards membership Promotional Media: The 2016 Own your Summer Promotions 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 under the rate codes SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7. Media to Include: • SEM • GDN • Paid Media • Retargeting • Promo tile on redlion.com and property pages • Email (Hello Rewards members, offer subscribers) • Email Reminder to offer subscribers and Hello Rewards Members • Share offer email feature, notify friends and family with offer details • Social Media
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – 2016 Summer Campaign Target Audiences: • Leisure Travelers • Business Travelers • OTA Customers OFFER DETAILS: Non Member Rate Code Setup: Rate Code Name: CRS, IBE, PMS Rate Code: OTA Rate Codes: Room discount: Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay Dates:
Own Your Summer SUMMER EX7, EXT7, ON7, BK7, HDS7 DAILY -15% PROMO1 NONE 1 Day June 9, 2016 – August 29, 2016 June 10, 2016 – August 29, 2016
Non Member Rate Code Booking Descriptions: RLH/RLIS:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, Kids Allowance, and receive a discount to use on a future stay! #OWNYOURSUMMER
Hotel RL:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, Food and Beverage Credit for the Living Stage at Hotel RL, and receive a discount to use on a future stay! #OWNYOURSUMMER
GH/SI:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, and receive a discount to use on a future stay! #OWNYOURSUMMER
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – 2016 Summer Campaign Member Rate Code Setup: Rate Code Name: CRS, IBE, PMS Rate Code: Room discount: Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay Dates:
Member Discount – Own Your Summer RNR7 DAILY -25% PROMO1 NONE 1 Day June 9, 2016 – August 29, 2016 June 10, 2016 – August 29, 2016
Member Rate Code Descriptions: RLH/RLIS:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, Kids Allowance, and receive a discount to use on a future stay! #OWNYOURSUMMER
Hotel RL:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, Food and Beverage Credit for the Living Stage at Hotel RL, and receive a discount to use on a future stay! #OWNYOURSUMMER
GH/SI:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, and receive a discount to use on a future stay! #OWNYOURSUMMER
Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • Call Center Managing Offer Availability: The SUMMER, RNR7 rate codes and OTA Rate Codes EX7, EXT7, ON7, BK7, HDS7 are only bookable from June 9 – August 29, 2016. 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. Property should pre-block and prepare for providing early check in, late check out, Kids allowance, Living Stage F&B Credit in advance and provide these benefits 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
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – 2016 Summer Campaign 2016 Summer Promotion. Own Your Summer. Terms and Conditions • • • • • • • • • • •
• • • • •
Promotion messaging and advertising will start June 9th, 2016 to drive awareness to the offer and the limited window for booking. Book Dates: June 9, 2016 – August 29, 2016 Stay Dates: June 10, 2016 – August 29, 2016 Reservations must be booked using SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7 rate codes in order to receive the exclusive offer. House cancellation rules Guest must be 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. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels, Red Lion Hotels, Red Lion Inn and Suites, Hotel RL, Guest House and Settle Inn. May not be used in conjunction with any other promotion or discount 2016 Summer Promotion. Own Your Summer 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. Early Check In is based upon availability at the property at the time of check in, up to 2 hours prior to standard check in time and is not guaranteed. Late Check Out is based upon availability at the property at the time of check out, up to 2 hours later than standard check out time and is not guaranteed. Food and Beverage Credit at Hotel RL properties is only valid for redemption at the Living Stage on property. Kids Allowance is only available at Red Lion Hotels and Red Lion Inn & Suites and is provided at check in if the reservation has children listed Future Discount requires a valid email address to be on file and will be sent to the guest via email at the end of the promotional period. RLH Contacts: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648 Kristi Garrahan, Director of Reservation Systems [email protected] (509) 777-6370
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 4
2016 Summer Promotion Own Your Summer. Make this summer your own! Get up to 25% off plus added perks. #OWNYOURSUMMER • •
Book from June 9 – August 29, 2016, Stay dates June 10 – August 29, 2016 All channels included - Rate Codes: SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7
Full Summer Campaign Summary: Starting June 9th our Summer 2016 promotion #OWNYOURSUMMER kicks off inviting guests to save15% while receiving added perks. The summer promotion encourages guests to sign up for Hello Rewards if they aren’t already members receive and additional 10% off, a 25% total savings. The campaign will be offered at Hotel RL, Red Lion Hotels, Red Lion Inn and Suites, Guest House and Settle Inn properties. Booking dates from June 9 – August 29, 2016, with stay dates from June 10 – August 29, 2016. Campaign Objectives: • Increase occupancy • Target leisure segment • Increase bookings • Grow brand awareness • Expand customer acquisition, Hello Rewards membership Promotional Media: The 2016 Own your Summer Promotions 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 under the rate codes SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7. Media to Include: • SEM • GDN • Paid Media • Retargeting • Promo tile on redlion.com and property pages • Email (Hello Rewards members, offer subscribers) • Email Reminder to offer subscribers and Hello Rewards Members • Share offer email feature, notify friends and family with offer details • Social Media
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 1
S.O.P. – 2016 Summer Campaign Target Audiences: • Leisure Travelers • Business Travelers • OTA Customers OFFER DETAILS: Non Member Rate Code Setup: Rate Code Name: CRS, IBE, PMS Rate Code: OTA Rate Codes: Room discount: Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay Dates:
Own Your Summer SUMMER EX7, EXT7, ON7, BK7, HDS7 DAILY -15% PROMO1 NONE 1 Day June 9, 2016 – August 29, 2016 June 10, 2016 – August 29, 2016
Non Member Rate Code Booking Descriptions: RLH/RLIS:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, Kids Allowance, and receive a discount to use on a future stay! #OWNYOURSUMMER
Hotel RL:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, Food and Beverage Credit for the Living Stage at Hotel RL, and receive a discount to use on a future stay! #OWNYOURSUMMER
GH/SI:
Make this summer your own! Get up to 15% off plus Early Check-In and Late Check out, and receive a discount to use on a future stay! #OWNYOURSUMMER
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 2
S.O.P. – 2016 Summer Campaign Member Rate Code Setup: Rate Code Name: CRS, IBE, PMS Rate Code: Room discount: Rate Category: MIN LOS: Min Advance Booking: Book Dates: Stay Dates:
Member Discount – Own Your Summer RNR7 DAILY -25% PROMO1 NONE 1 Day June 9, 2016 – August 29, 2016 June 10, 2016 – August 29, 2016
Member Rate Code Descriptions: RLH/RLIS:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, Kids Allowance, and receive a discount to use on a future stay! #OWNYOURSUMMER
Hotel RL:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, Food and Beverage Credit for the Living Stage at Hotel RL, and receive a discount to use on a future stay! #OWNYOURSUMMER
GH/SI:
Make this summer your own! Members get up to 25% off plus Early Check-In and Late Check out, and receive a discount to use on a future stay! #OWNYOURSUMMER
Booking Channels: • Redlion.com • OTAs: Booking.com, Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Priceline.com (non-opaque) • Call Center Managing Offer Availability: The SUMMER, RNR7 rate codes and OTA Rate Codes EX7, EXT7, ON7, BK7, HDS7 are only bookable from June 9 – August 29, 2016. 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. Property should pre-block and prepare for providing early check in, late check out, Kids allowance, Living Stage F&B Credit in advance and provide these benefits 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
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 3
S.O.P. – 2016 Summer Campaign 2016 Summer Promotion. Own Your Summer. Terms and Conditions • • • • • • • • • • •
• • • • •
Promotion messaging and advertising will start June 9th, 2016 to drive awareness to the offer and the limited window for booking. Book Dates: June 9, 2016 – August 29, 2016 Stay Dates: June 10, 2016 – August 29, 2016 Reservations must be booked using SUMMER, RNR7, EX7, EXT7, ON7, BK7, HDS7 rate codes in order to receive the exclusive offer. House cancellation rules Guest must be 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. This offer is subject to availability, and can be terminated at any time. Offer is only valid for stays at participating hotels, Red Lion Hotels, Red Lion Inn and Suites, Hotel RL, Guest House and Settle Inn. May not be used in conjunction with any other promotion or discount 2016 Summer Promotion. Own Your Summer 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. Early Check In is based upon availability at the property at the time of check in, up to 2 hours prior to standard check in time and is not guaranteed. Late Check Out is based upon availability at the property at the time of check out, up to 2 hours later than standard check out time and is not guaranteed. Food and Beverage Credit at Hotel RL properties is only valid for redemption at the Living Stage on property. Kids Allowance is only available at Red Lion Hotels and Red Lion Inn & Suites and is provided at check in if the reservation has children listed Future Discount requires a valid email address to be on file and will be sent to the guest via email at the end of the promotional period. RLH Contacts: Jennifer Hatherley, Vice President, Digital Marketing [email protected] (510) 364-5648 Kristi Garrahan, Director of Reservation Systems [email protected] (509) 777-6370
Confidential © 2016 This document is proprietary and may not be disclosed without written consent
Page 4
