1 of 63

2 of 63

Content

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

3 of 63

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

3

4 of 63

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

Value Proposition

4

5 of 63

Locations

5

6 of 63

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

6

charlene:

generates substantial repeat business that might otherwise go to competing hotels, and we strategically market to the program’s large and growing member base to generate revenue.
Create mutually beneficial partnerships with other leading luxury providers, such as Equinox and Lululemon to increase awareness and recognition of the luxury brand, differentiated through the RC Experience: Increase traffic to the website by 3% monthly through 2021
Increase our leads with 9.2 m Newsletters subscribers by end of 2021
Retain customers with the Loyalty program by having 460K new members by end of 2021.

Reach the average benchmark of Marriott group of 50% room bookings by member, by end of 2021

Our industry is highly competitive, which may impact our ability to compete successfully for guests with other hotel properties and home sharing or rental services. We operate in markets that contain many competitors. Each of our hotel brands and our home rental offering competes with major hotel chains, regional hotel chains, independent hotels, and home sharing and rental services across national and international venues. Our ability to remain competitive and attract and retain business and leisure travelers depends on our success in distinguishing the quality, value, and efficiency of our lodging products and services, including our Loyalty Program, direct booking channels, and consumer-facing technology platforms and services, from those offered by others. If we cannot compete successfully in these areas, our operating margins could contract, our market share could decrease, and our earnings could decline. Further, new lodging supply in individual markets could have a negative impact on the hotel industry and hamper our ability to increase room rates or occupancy in those markets.

In 2019, over 50 percent of our room nights were booked by Loyalty Program members. We strategically market to this large and growing guest base to generate revenue. https://marriott.gcs-web.com/static-files/178683c9-c9d9-47b0-b115-726588f43130

7 of 63

Branding

8 of 63

Wellness Campaign

8

9 of 63

Luxury Campaign

9

10 of 63

Royalty Program

11 of 63

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.

11

cynthia�After the integration of our three legacy loyalty programs - Marriott Rewards, The Ritz Carlton Rewards, and Starwood Preferred Guest - under the name Marriott Bonvoy, we decided it was time to offer a unique and exclusive experience to all of the guests of our most recognized luxury brand, The Ritz Carlton.

Additionally, RC Members will have access to our App, which will have reminders to show how many points they have as well as any unclaimed rewards they could be using within their stay or RC Experiences.

Note: On February 13, 2019, we completed the integration of our three legacy loyalty programs - Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest - under one name, Marriott BonvoyTM. Members have access to Marriott Bonvoy’s diverse brand portfolio, rich benefits, and travel experiences.

In 2019, over 50 percent of our room nights were booked by Loyalty Program members. We strategically market to this large and growing guest base to generate revenue.

12 of 63

How the RC Club Works

12

13 of 63

	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

14 of 63

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

14

15 of 63

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.

15

16 of 63

RC Club Luxury Experiences

Bentley Rent

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

16

17 of 63

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.

17

18 of 63

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.

18

19 of 63

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.

19

20 of 63

Competitive Analysis

21 of 63

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

22 of 63

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

Cynthia�

Risk: Our industry is highly competitive, which may impact our ability to compete successfully for guests with other hotel properties and home sharing or rental services. We operate in markets that contain many competitors. Each of our hotel brands and our home rental offering competes with major hotel chains, regional hotel chains, independent hotels, and home sharing and rental services across national and international venues. Our ability to remain competitive and attract and retain business and leisure travelers depends on our success in distinguishing the quality, value, and efficiency of our lodging products and services, including our Loyalty Program, direct booking channels, and consumer-facing technology platforms and services, from those offered by others. If we cannot compete successfully in these areas, our operating margins could contract, our market share could decrease, and our earnings could decline. Further, new lodging supply in individual markets could have a negative impact on the hotel industry and hamper our ability to increase room rates or occupancy in those markets

23 of 63

Audience Analysis

24 of 63

Audience Analysis

24

25 of 63

26 of 63

27 of 63

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

28 of 63

Digital Channel Mix

29 of 63

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

INTEREST

CONVERSION

NURTURING

30 of 63

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

c

31 of 63

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

32 of 63

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.

33 of 63

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

34 of 63

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

35 of 63

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

mai

Email Marketing is an Important part of our campaign.

According to Marriott Fiscal reports, During 2018, Marriott BonVoy added 1.5 million new members per month on average, capping at 125 million members at year-end.

So we will utilize this valuable database & the database of previous Ritz Carlton Reward member for our Interest phase.

__________________________

https://marriott.gcs-web.com/static-files/8799734e-b9e0-4e53-b194-7bd24a381118: During 2018, we added, on average, 1.5 million members per month, reaching nearly 125 million members at year-end. Our members are highly engaged. In 2018, reward redemptions increased 8 percent year-over-year and room nights sold to members increased 6 percent, both reaching record levels. Marriott Bonvoy members contributed roughly half of our room nights in 2018.

36 of 63

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

37 of 63

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.

38 of 63

KPIs

39 of 63

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

39

mai

For the first year on launching, we aim high to match the group benchmark.

Our Primary KPI: 196K new member in Q1 & Q2 2021, 10% increase monthly after till end of 2021

We based this KPI on the performance of Marriott Bonvoy: 1.5 m new member/month with the group rooms number at 1,380,921 worldwide versus Ritz Carlton 28,300 rooms worldwide.

------------------------------------

Secondary KPI:

40K click through from all paid campaigns & Email, claiming half of paid traffic to the Ritz website (average 1.3 m & 80K paid traffic monthly)
625K new subscribers monthly from Ad & email campaigns.
Reaching the ratio of 50% room booking by members.

-------------------------------------------

According to Marriott fiscal 2018 & 2019 report:

In 2018, reward redemptions increased 8 percent year-over-year and room nights sold to members increased 6 percent, both reaching record levels. Marriott Bonvoy members contributed roughly half of our room nights in 2018.
https://marriott.gcs-web.com/static-files/8799734e-b9e0-4e53-b194-7bd24a381118 ; https://marriott.gcs-web.com/static-files/178683c9-c9d9-47b0-b115-726588f43130
In 2019, over 50 percent of our room nights were booked by Loyalty Program members. We strategically market to this large and growing guest base to generate revenue. In 2019, paid room revenues from loyalty guests rose 11 percent. Redemptions were also meaningfully higher, as our loyalty members enjoyed the wide range of hotels and experiences choices we offer. Member share of worldwide occupied rooms topped 52 percent in 2019, up 250 basis points versus 2018, and reached 58 percent in North America, a 320 basis point increase year over year.

40 of 63

Lead Scoring

		Score
User Behavior	Click on LinkedIn Ads	1
	Click on Search Ads & Instagram Ads	2
	Visit http://rcloyaltyclub.com/ 1-3 times	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	19
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	7

41 of 63

Search Campaigns

42 of 63

Global Structure

Awareness Search Campaigns

43 of 63

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

44 of 63

Short-tail Keywords - Awareness

45 of 63

Long-tail Keywords - Awareness

46 of 63

Campaign Structure - Awareness

46

47 of 63

The Ritz-Carlton Tokyo

Retargeting Search Campaigns

48 of 63

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

48

49 of 63

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

49

50 of 63

Campaign Structure

Retargeting Search Ads: The Ritz Carlton - Tokyo

50

51 of 63

GAds Search Campaign

Campaign Goal & Type

52 of 63

Audience Targeting

53 of 63

Budget

54 of 63

Sitelink Extensions

Campaign Level

55 of 63

Ad Groups

56 of 63

57 of 63

58 of 63

59 of 63

60 of 63

61 of 63

62 of 63

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.

63 of 63

Thanks!

Group 4

Charlene Huang

Cynthia Fuller

Mai Luong

Ian Thompson

Steve Reiley

�Credit of free resources on:

Presentation template by Slidesgo
Icons by Flaticon
Images & infographics by Freepik
Image & Clips of product/locations are by the Brand
Author introduction slide photo created by boggy - Freepik.com
Text & Image slide photo created by Teksomolika - Freepik.com
Big image slide photo created by Teksomolika - Freepik.com