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Content

  • Overview
  • Branding
  • Loyalty program
  • Competitive analysis
  • Audience analysis
  • Digital channel mix
  • KPIs
  • Lead Scoring
  • Search campaign
  • Conclusion
  • Landing page

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Our loyalty program, the RC Club, was created to advance the business of Marriott’s most recognized luxury brand the Ritz-Carlton.

While we offer standard hotel amenities (complimentary Wi-Fi, complimentary breakfast, etc…), the RC Club is unlike its competitors in that we offer our members exhilarating experiences, such as yacht excursions, luxury car rides, and customized spa treatments.

Business Overview

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“We are Ladies and Gentlemen serving Ladies and Gentlemen.”

Value Proposition

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Locations

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Business Objectives

Increase traffic to the website

by 3% monthly through 2021

9.2 m Newsletter Sign up by end of 2021

460K new members by end of 2021

50% room bookings by member, by end of 2021

Nurturing

Conversion

Lead

Awareness

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Branding

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Wellness Campaign

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Luxury Campaign

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Royalty Program

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Introduction

The RC Club Loyalty Program brings the most advantages to frequent luxury travelers who choose to spend business or leisure travel in one of Ritz Carlton’s prestigious locations around the world.

The RC member can redeem points at 133 hotels & Partner hotels, spreading across the globe, or can choose one of our first class amenities that will bring the best and most exclusive travel and wellness experiences available.

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How the RC Club Works

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BENEFIT

ELITE

SAPPHIRE

DIAMOND

0 – 9 nights

Points Towards Stays

x

x

x

Points Towards Spa Services

x

x

x

Digital Check-In

x

x

x

Complimentary WiFi

x

x

x

10 nights

Concierge Service

x

x

Complimentary Breakfast

x

x

Room Upgrade

x

x

Early Check-In

x

x

Late Check-Out

x

x

Welcome Amenities

x

x

30 nights

Breakfast in the room

x

Bottle of Champagne

x

Access to R.C. Experiences

x

Access to Executive Lounge

x

Airport Pick-Up/ Drop Off

x

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RC Club Luxury Experiences

Top-tiered members of our RC Club may dine in our luxurious Private Dining Area underneath the desert stars, perfect for intimate gatherings. Curated by an expert chef, our menu items contain only fresh, local ingredients.

Private Dining Experience

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RC Club Luxury Experiences

Yacht Excursión

Guests will have a guided yacht experience. While aboard the craft, a gourmet lunch and dinner are provided, as well as a captain’s Champagne toast.

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RC Club Luxury Experiences

Bentley Rent

Choose your own adventure and spend the day touring the town in your own luxurious Bentley.

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RC Club Luxury Experiences

Mindful Dining Experience

Members are treated to an intimate gourmet dinner, as well as a conversation with the world-class chef who prepared it.

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RC Club Luxury Experiences

Private Yoga Classes

Help yourself unwind with a private yoga class, always taught by an experienced instructor. Classes are fully customizable to meet your personal wellness needs.

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RC Club Luxury Experiences

Spa Day

Guests are treated to two menu items of their choosing at the RC Spa. From renewing facials to deep tissue massages, our spa treatments are tailored towards your personal wellness.

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Competitive Analysis

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Competitive Analysis

Program

Perks

Tiers

Waldorf Astoria

Hilton Honors: Members receive 10 base points per $1 spent at most Hilton portfolio hotels, regardless of the Honors status they have.

Perks are based on the Hilton brands. Don’t have specific ones for Waldorf

Member, Silver, Gold, Diamond

The Leading Hotels

Leaders Club: Members earn 1 point for every $1 or currency equivalent spent on qualifying room rates for up to 3 rooms per stay. Free nights start at 4,000 points.

Very standard perks: Complimentary Wifi, Early Check-Ins, Complimentary Breakfast

Member, Sterling

Shangri-la Hotels

Golden Circle members earn points whether they are staying at one of Shangri-la locations or just coming in to enjoy a meal, a drink or a treatment at Chi, The Spa

Member can use points towards electronic products, home utensils, or travel

Gold, Jade, Diamond

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SWOT Analysis

S

W

O

T

  • Variety of locations, spread across the world

  • Well-known hospitality brand

  • Unique luxury experience to offer our members
  • Strong competition from other hotels in this area

  • Hilton Hotels already offers a widely recognized membership program with loyal members

  • Unique membership offering for the luxury brands only

  • Partnership potential with wellness industry leaders

  • Unique perks across all membership tiers
  • Uncertain and long process for the marketing campaign, requiring training for all the properties

  • Difficulty in proving ROI

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Audience Analysis

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Audience Analysis

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Customer Journey

Find RC Club Instagram Ad

Retarget through search & display ads

Read about the program

Sign Up For Newsletter

Sign up for RC Club with incentive from Newsletter

Email Retargeting

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Digital Channel Mix

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Digital Channels +

Search Ads &

Instagram Ads

Email marketing campaign

Retargeting Display

&

Search Ad

Email Blast

Email & Letter

SEO - Backlinks through Advertorials.

LinkedIn Ad campaigns.

AWARENESS

AWARENESS

INTEREST

CONVERSION

NURTURING

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Search Paid Ads - Awareness

Search Ads utilized to spread awareness of the new RC Club program, piggybacking on the already excellent search traffic of the brand.

Targeting Keywords: customized for each location and offer unique local Experience

CTA: Learn more/ Join now

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Instagram Ad - Awareness

Short clips highlighting the unique experiences that RC Club offers to its members. Highlights global reach as well as the seasonal aspects of each location.

Targeting:

  • Interest-based
  • Interact with Marriott Network
  • Income range: Top 10%

CTA: LEARN MORE/JOIN NOW

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SEO & Backlinks - Awareness

Topic: special experiences based on seasonal activities at featured locations - The RC Experiences

Articles to include invitation to visit the program's landing pages to learn more & subscribes.

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LinkedIn Ad - Awareness

Promoting posts/articles about the Unique RC experiences that RC clubs offer around the world.

Targeting: Top-level executives worldwide.

CTA: Invitation to sign up with RC CLub Newsletter to receive more info about all the unique RC Experiences.

Ritz-Carlton Hong Kong is delighted to bring you a unique and exciting dining experience with Chef Christine Ha - The visually impared Masterchef Winner, starting this ... see more

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Retargeting Display & Search Ads - Interest

Retargeting: Click -through

Structure: As Awareness phase, tailoring to each locations involved through keywords.

CTA:

  • Invite to sign up for Newsletter to receive more information about the Unique RC Experiences
  • Join RC Club

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Email Marketing - Interest

  • To members of Marriott BonVoy who have booked or spent with the luxury brand.

  • To members of the previous Ritz-Carlton Rewards program

  • CTA: Join RC Club

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Email Marketing - Conversion

  • To subscribers of RC CLub Newsletter: invite them to sign up with the program with a special welcoming discount code to spend at the RC facilities.

  • To the newly booked Clients at The Ritz-Carlton: To enjoy the Experiences right away.

  • CTA: Join RC CLub

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Email & Letter - Nurturing

  • Emails updating & informing about seasonal RC Experiences.

  • Survey and questionnaire: to be included as a means of personalizing information.

  • As an upscale brand, a physical touch is a finishing touch. Letter & care packages are to be include, biannually.

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KPIs

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196K. new members

40K click-through

50%

625K new subscribers

in Q1 & Q2 2021, 10% increase monthly after

Monthly average in 2021, through Paid search Ad

of total room nights be book by RC Club member by end of 2021

to RC CLub Newsletter, monthly average in 2021

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Lead Scoring

Score

User Behavior

Click on LinkedIn Ads

1

Click on Search Ads & Instagram Ads

2

3

Visit http://rcloyaltyclub.com/ 4-10 times

4

Subscribe RC Club Newsletter

4

Click on Email link back to Destination’s Experience page

4

Click on Email link to sign up RC Club

5

Book at a Ritz-Carlton Hotel

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User Attributes

Have use service at a Ritz-Carlton Hotel

3

Have stayed at a Ritz-Carlton Hotel

5

Have Ritz-Carlton Chase credit card

4

Member of Marriott Bon Voya

4

Previous Member of Ritz-Carlton Reward program

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Search Campaigns

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Global Structure

Awareness Search Campaigns

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Keywords Strategy - Awareness

  • General: hotel loyalty programs, hotel membership programs, best hotel loyalty program, hotel loyalty perks...
  • Ritz brand: ritz carlton loyalty card, marriott rewards, ritz carlton hotel loyalty program, ritz carlton loyalty club…..
  • Location-Based: ritz carlton laguna, hong kong, ritz carlton key biscayne, ritz carlton laguna niguel….
  • Benefits
    • Business: ritz carlton cruise, cafe 103, ritz bar, dstrikt steakhouse, the colony buffet, ritz carlton cruise line, ritz carlton yacht price, ritz carlton yacht cruises, ritz carlton breakfast buffet
    • Leisure: ritz carlton spa, bacara resort, bacara spa, ritz carlton laguna niguel spa, ritz carlton spa menu, ritz carlton spa prices, yoga hotels, best yoga resorts, yoga retreat hotel, conscious eating, ritz carlton dining

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Short-tail Keywords - Awareness

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Long-tail Keywords - Awareness

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Campaign Structure - Awareness

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The Ritz-Carlton Tokyo

Retargeting Search Campaigns

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The Ritz-Carlton Tokyo’s KPI

22K pageview

1.2K sign up

from the search campaign, Q1 & Q2 2021

To receive Newsletter to know more about the RC Experience,

Q1 & Q2 2021

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The Ritz-Carlton Tokyo

Keywords Retargeting

japanese tour

ritz carlton tokyo

yacht tokyo

tokyo bay yacht

japan trip

ritz carlton yacht collection

Tokyo J1 Keywords

japanese food

japanese cuisine

japan traditional food

tokyo after dark

towers contemporary grill

best restaurants in tokyo

best food in tokyo

Tokyo J2 Keywords

japanese art

japanese calligraphy

traditional japanese art

tokyo tour

Kyoto tour

Tokyo M1 Keywords

mt fuji day tour

mt fuji

ritz carlton spa

mt fuji hike

zenrenity treatment

bullet train

Tokyo M2 Keywords

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Campaign Structure

Retargeting Search Ads: The Ritz Carlton - Tokyo

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GAds Search Campaign

Campaign Goal & Type

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Audience Targeting

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Budget

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Sitelink Extensions

Campaign Level

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Ad Groups

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Conclusion

“Let us create an experience you have yet to imagine.

Let us stay with you."

  • The RC Club was created to bring life-changing experiences to its members, redefining what it means to travel in luxury.

  • With the incentive of our extravagant reward system, members will certainly spend more at the Ritz-Carlton, advancing the business of Marriott as a whole.

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Thanks!

Group 4

Charlene Huang

Cynthia Fuller

Mai Luong

Ian Thompson

Steve Reiley

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