Content
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
Wellness Campaign
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Luxury Campaign
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Royalty Program
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 |
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
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 |
SWOT Analysis
S | W | O | T |
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• |
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Audience Analysis
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
Digital Channel Mix
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
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
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:
CTA: LEARN MORE/JOIN NOW
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.
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
Retargeting Display & Search Ads - Interest
Retargeting: Click -through
Structure: As Awareness phase, tailoring to each locations involved through keywords.
CTA:
Email Marketing - Interest
Email Marketing - Conversion
Email & Letter - Nurturing
KPIs
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 | |
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 |
Search Campaigns
Global Structure
Awareness Search Campaigns
Keywords Strategy - Awareness
Short-tail Keywords - Awareness
Long-tail Keywords - Awareness
Campaign Structure - Awareness
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The Ritz-Carlton Tokyo
Retargeting Search Campaigns
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
Audience Targeting
Budget
Sitelink Extensions
Campaign Level
Ad Groups
Conclusion
“Let us create an experience you have yet to imagine.
Let us stay with you."
Thanks!
Group 4
Charlene Huang
Cynthia Fuller
Mai Luong
Ian Thompson
Steve Reiley
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