凱悅酒店 促銷操作手冊(cè)（英）P55

1、Promotional Operational ManualHYATT INTERNATIONAL HOTELSPromotions ManualMarketing© 2005 Hyatt International Corporation and its subsidiaries. Information contained herein is confidential and proprietary to Hyatt International Corporation and its subsidiaries.ContentsSingle-click on one of the

2、topics to go directly to that topic.IntroductionDetermining The NeedsDesigning The OfferImplementationPromotional PeriodFollow-upAppendixIntroductionMarkets around the world are getting more and more competitive. Promotions, special offers and benefits bombard many of our guests. To stand out from t

3、he clutter, it is important that we at Hyatt are able to quickly and efficiently introduce promotions that appeal to our audience.To accomplish this, we need to establish and implement clear procedures that will enable us to react quickly to the requirements of our market place.We developed this man

4、ual to help you design and implement promotions. It explains the correct implementation procedures, clarifies commonly used terms, shows sample screens of SPIRIT and the property management systems and it will point you in the right direction when you have questions.You will find that this manual wi

5、ll answer most of your questions about setting up promotions. Hotels that need more information should contact the Marketing Manager in their Divisional or Regional Marketing Centre. Click here for their contact details. It is very much a working document. We would appreciate your feedback: please l

6、et your Divisional or Regional Marketing Manager know if there are areas where you need more information. To help your colleagues learn from your experiences, we will include more success stories as they develop. If you let your Divisional or Regional Marketing Manager know what promotions worked we

7、ll for you, we will add them in the next release of this manual.ObjectivesThe objectives of this manual are:To give our hotels, Divisional and Regional Marketing Centres the knowledge and tools they need to design and implement promotions To establish standard operating procedures to have promotions

8、 loaded quickly and effectively by explaining the roles and responsibilities of all involvedTo share success stories with Marketing offices and hotels around the worldSet-up of the DocumentIn the design of this document we have chosen to follow the time-line representing the development of a promoti

9、on, broken down in the following steps:Determining the NeedsDesigning the OfferImplementationPromotional PeriodFollow-upThis document is developed as a dynamic reference guide. You will be able to quickly navigate through the various sections by clicking on underlined words and section headers.Deter

10、mining the NeedsA promotion typically starts in one of the following three scenarios:A hotel indicates that they have a need for additional business during a certain period.A partner lets us know that they have a promotional opportunity for us to participate in. This could be an Ad Hoc opportunity,

11、or a contractually agreed occasion.We have established a yearly returning promotion that will be repeated, such as Great Deal or Nights After Nights.For a promotion to be effective, clear communications are essential. Each Divisional or Regional Marketing Centre needs to contact the Corporate office

12、 prior to final communication to the hotels and the Worldwide Reservations Centres. The Corporate Office either Gold Passport or the Rooms Division team will in turn communicate with the Omaha Data Services Department and Rapp Collins. Promotion ObjectivesBefore deciding on the type of promotion tha

13、t we should introduce, we should first establish the objectives: what are we trying to accomplish with this promotion? Generally, promotions result in one or more of the following objectives being reached. However, some promotions are more successful in accomplishing certain objectives then others.

14、Click here for an overview of the various types of promotions and their effectiveness in reaching objectives.Exposure Many Regency Club upgrade promotions targetted at airline members increase exposure, but do not necessarily have a big impact on occupancy or rates.Increasing Occupancy Promotions su

15、ch as Great Deal and Nights After Nights tend to be successful in increasing the number of stays and thus occupancy percentages.Increasing Average Rates Promotions that offer value-added benefits, such as Gold Passport Points or breakfasts, without lowering rates may increase the average rates booke

16、d.Increasing Length of Stay “Pay four, get one free” promotions especially increase Length of Stay in leisure destinations.Increasing Total Spend at Hotel By offering discounts or other benefits to guests we are frequently able to increase the total amount of money they spend at a hotel.Acquisition

17、of Gold Passport Members Promotions such as Maximum Miles or Nights After Nights are very effective in increasing our Gold Passport Membership.AudienceYour next step would be to decide whom you would like to reach in this promotion. Depending on your objectives, your audiences could consist of:Gold

18、Passport MembersPrevious Hyatt guestsIn-house GuestsRestaurant GuestsMembers of Club at the HyattMembers of hotel health clubPrivate Line MembersFrequent Flyer MembersAirline PassengersTravel AgentsCredit/Charge Card HoldersCustomers of department or specialty storesCommunication VehicleOf course ea

19、ch of the above segments might need to be communicated to in very different manners. Some possible communication vehicles:Gold Passport Statement Messages brief messages that are printed on a Members statement. By segmenting the membership database messages can be targetted at specific groups of Mem

20、bers. These messages are most effective when they combine offers of multiple hotels. Gold Passport Inserts brochures, flyers or Offers Around the World, which highlights offers from the Gold Passport Turnkey Programme.Hotel Food & Beverage/Health Club/Private Line/Travel Agent NewsletterIn-room

21、Printed MaterialsGuest Room TelevisionRestaurant Printed MaterialsFrequent Flyer Statement Inserts and MessagesFrequent Flyer Newsletters Airline Inflight MagazinesAirline Inflight Video SegmentsAirline In-gate Opportunities, and other Internet sitesGlobal Distribution Systems (GDS) and other electr

22、onic marketing Apollo Headlines, SABRE PromoSpots and sign-on messagesCredit/Charge Card Statement InsertsCredit/Charge Card Member MagazinesDepartment/Specialty Store CataloguesBrochuresPrint AdvertisingConsumer Products PackagingDesigning the OfferNow you have established what type of results you

23、expect from your offer, it is time to think about the various types of offers that are possible, and their implementation.Offer TypesThe following sections will highlight multiple types of offers and explain how they can be implemented.Offers can be set up using two different processes:Through the G

24、old Passport Turnkey Programme. These standardised offers are applicable at one hotel only, and are communicated to current Gold Passport Members.All other offers are considered Ad Hoc promotions that allow for more flexibility and can be set-up by completing a Long Promotion Information Sheet.It is

25、 important to define your objective and communication vehicles prior to choosing your offer. Gold Passport Bonus PointsDescriptionGold Passport Bonus Point offers act as a value-added benefit for all Gold Passport Members. On average, Gold Passport Members choose Gold Passport points nine times out

26、of ten over airline miles for their stay.Many Gold Passport Bonus Point offers are targetted at existing Gold Passport Members through the Gold Passport Turnkey Programme.Bonus Points offers can also be very valuable as Ad Hoc promotions for acquisition drives, for example in a direct mail piece to

27、Visa Platinum Card holders. Suggested Bonus Point IncrementsHotels can choose to reward Members with any point increments. Gold Passport Turnkey Programme increments are 1,000, 2,000 and 5,000 Bonus Points. All other offers need to be set up in an Ad Hoc promotion.Keep in mind that offering double G

28、old Passport Bonus Points also doubles the hotels monthly assessment and thus might become quite expensive.RestrictionsWe recommend a validity period of two to four months to give customers enough time to react to the offer.Hotels may choose to include the following restrictions to drive business du

29、ring a particular time period:Day of weekMinimum Length of StaySuggested Communication VehiclesGold Passport Statement MessageOffers Around the WorldTerms and Conditions Gold Passport Point Offer Specific Guest must choose Gold Passport points for their stay and pay an Eligible Rate. Only one bonus

30、may be redeemed per member, per room, per stay. Please allow 6-8 weeks after stay for bonus points to be credited to account. Offer is subject to the normal terms and conditions of the Gold Passport Program.In addition, block terms and conditions apply.Offer Cost / Invoicing The cost of Gold Passpor

31、t Bonus Points is US$ 0.01 per point. Example - 1,000 Gold Passport Bonus Points per member/per stay =US$ 10.Airline Mileage BonusDescriptionHotels have the option to promote airline bonus offers through the airline communications and/or Gold Passport statement mailing. Please note that Hyatt airlin

32、e partners will only include the most generous and universal offers in their communications. One-property offers are not likely to be accepted. To market through airline communications, please consult your Partner Handbook for schedules and availability. Contact the Partner Marketing Managers for th

33、e respective regions if you need more information.The Gold Passport Turnkey programme is the easiest method to communicate mileage offers through the Gold Passport communications only. Bonus airline mileage offers are especially suitable:At airport hotelsWith a new Hyatt Airline partnership launchWh

34、en a Hyatt Airline partner is introducing flights to your cityIf you are located in an airlines hub citySuggested Bonus Mileage IncrementsHotels can choose to reward any mileage increments. Suggested increments include double miles (500 base miles + 500 bonus miles), triple miles (500 base miles + 1

35、,000 bonus miles) and 5,000 miles (500 base miles + 4,500 Bonus). RestrictionsWe recommend a validity period of three to four months to give customers enough time to react to the offer.Hotels may choose to include the following restrictions to drive business during a particular time period:Day of we

36、ekMinimum Length of StaySuggested Communication VehiclesAirline Partner CommunicationsGold Passport Statement MessageOffers Around the WorldTerms and Conditions - Airline Bonus Mileage Offer Specific Guest must choose airline miles for their stay, pay an Eligible Rate and present a valid airline pro

37、gramme membership card at check-in. Only one bonus may be redeemed per member, per room, per stay. Eligibility for miles is subject to the terms and conditions of the airline program you choose. Offer is subject to the terms and conditions of airline frequent flyer programIn addition, block terms an

38、d conditions apply.Offer Cost / InvoicingHotels will be billed for the bonus mileage offer on their monthly Gold Passport invoice according to airline costs. See Partner Handbook for detailed information on costs for airline bonus miles. Airline base and bonus miles might vary in cost.Room UpgradeDe

39、scriptionAll types of room upgrades are popular. Hotels can choose from the following upgrade options:Regency Club Business Plan U.S. Hotels onlySuite UpgradeOne Category International hotels onlyWhen targetting Gold Passport Members, remember that Diamond Members already receive Regency Club upgrad

40、es or access to the Regency Club lounge for each stay. Suite upgrades may be more appropriate for the Diamond tier.Also, effective immediately, Platinum Gold Passport members will receive a Platinum Extra certificate after each 3rd stay. A certificate is valid for either an upgrade to Regency Club o

41、r a service or amenity.RestrictionsWe recommend a validity of two to four months to give customers enough time to react to the offer.Hotels may choose to include the following restrictions to drive business during a particular time period:Day of weekMinimum Length of StayConfirmable at time of check

42、-in: Omaha only builds an information page in SPIRIT. A Rate Plan is not needed. Member must request the offer code to book the reservation. This method is preferred as it offers more availability to the guest and more flexibility to the hotel and the Partner Marketing Manager.Confirmable at time of

43、 reservation: To make upgrades confirmable at time of reservation you must specify a rate you can not indicate a minimum rate, as Omaha must build a Rate Plan in SPIRIT with particular room rates defined. Rates and room types will be set-up in SPIRIT to affect inventory.Note: some hotels will close

44、out promotions that confirm upgrades at time of reservation until they are sure that the upgraded room type will not be sold to a full revenue guest. Guests who try to book the promotion will then be disappointed and might decide to book another hotel.Terms and Conditions - Room Upgrade Offer Specif

45、ic Room upgrade is subject to availability at time of check-in/reservation. Offer is valid when paying an Eligible Rate and is not valid for conventions/groups and not combinable with other promotional offers. Upgrade is valid for one continuous stay of a maximum of 3 consecutive nights at any one h

46、otel.In addition, block terms and conditions apply. Offer CostVaries by hotel.Free Night OffersDescriptionFree Night offers are effective for guests planning leisure travel and act as an incentive to extend a guests stay with the intention of generating additional revenue through Food and Beverage a

47、nd other hotel services and facilities.Offer BasicsStay X number of nights and receive X night freeRequires information page and Rate Plan to be set-up in SPIRITFree night, possibly with inclusions (e.g. Breakfast, Round of Golf, etc.)RestrictionsWe recommend a validity period of two to four months

48、to give customers enough time to react to the offer.Hotels may choose to include the following restrictions to drive business during a particular time period:Day of weekMinimum Length of StayIf the offer is based on a specific rate, Omaha can build a Rate Plan that will automatically deduct the numb

49、er of free nights from the total rate. This will allow the hotel to control the number of rooms sold at the promotion rate.If the offer is based on a minimum rate, hotels will have to make adjustments upon check-out. This type of offer can not be inventory controlled by the hotel and therefore is th

50、e least preferred method.Terms and Conditions - Free Night Offer SpecificA specified minimum length of stay is required. Free night offer is not combinable with Family Plan rooms and may not be combined with any other offer or promotion. Offer does not include tax or service charges. Offer not valid

51、 for groups/conventions and not combinable with other promotions.In addition, block terms and conditions apply.Offer CostsVaries by hotel and is dependent on the offer.Food and BeverageDescriptionFood and Beverage offers might appeal in locations where guests dont typically use the hotels restaurant

52、s or bars. By offering a Food and Beverage discount or offer, you might entice in-house guests to spend more in the hotel than they would have without the promotion.Suggested Food and Beverage OffersTypical food and beverage offers are discounts or free meal items or drinks. For example, buy one mai

53、n course to receive a second one free. Remember that Platinum Gold Passport Members now receive their Platinum_Extras certificate with a choice of a US$ 10 Food and Beverage creditRestrictionsWe recommend a validity period of two to four months to give customers enough time to react to the offer.Hot

54、els may choose to include the following restrictions to drive business during a particular time period:Day of weekMinimum Length of Stay You might also require that offers are only valid in conjunction with a stay. As with any offer, you would need to verify that your offer adheres to local legal re

55、strictions as well as restrictions that apply to your target audience.Terms and Conditions - Food and Beverage Specific As there are no standard Food and Beverage promotions, no standard Terms and Conditions exist. If these promotions are communicated through a Gold Passport channel, please refer to

56、 the standard block terms and conditions.Offer CostsDependent on hotel and offerPackagesDescriptionPackages might help increase the total spend of a guest if that guest would have normally booked a room-only rate. If they are set up correctly, they are also perceived as good value-for-money by the g

57、uests.Suggested Package OffersTypical packages include hotel accommodation with one or more benefits, such as breakfast or other meals, green fees, tennis court rental, transfers, laundry, etc.RestrictionsIf a package is to be effective it needs to be very appealing and have a lead time of at least one month to give customers enough time to book. If a package is only communicated locally, a shorter lead time might be appropriate.Hotels may choose to include the followi