owner services enhancing owner engagement and loyalty first quarter 2012 recap

Owner ServicesEnhancing Owner Engagement and Loyalty

First Quarter 2012 Recap

© 2012 Hilton Worldwide Confidential and Proprietary 2

Hilton Worldwide Owner Essence

In the words of our Owners and other key stakeholders…

First Quarter 2012


Owner Services

Our Mission:

To enhance Hilton Worldwide Owner engagement and loyalty through:

1. Enterprise level insights

2. Strategies

3. Select services

3First Quarter 2012

Key Areas of Focus:

1. Global Owners Data Platform

2. Communications

3. Owners Recognition Club

4. Events & Initiatives

5. Research and Engagement Studies

Slides 3 - 11

Slides 12 - 15

Slides 16 - 24

Slides 25 - 35

Slides 36 - 39


Global Owners Data PlatformToday, this platform provides key information about our Majority Owners. Moving forward, we’ll expand this scalable and flexible platform to maintain data about additional owner audiences (management partners and key influencers) in order to further engage them in 2012 and beyond.

First Quarter 2012


Building a Global Owners Data PlatformIntentional Areas of Focus

Acquire key contact information for Majority Owners

Build the platform for the Owner Services team and concierges to organically gather preferences from our Owners

Define roles

Acquire key contact information for Owner Influencers and Management Company Representatives

Expand the platform capabilities for the Hampton Brand Owner Support team to also participate in organic data collection

Enhance the database offerings so Owners have the ability to enter / change their preferences online

Acquire key contact information for Minority Owners and other defined roles

Integration with pipeline information located in O2O, our pipeline data source

2013Stage Three

2012Stage Two

2011Stage One

First Quarter 2012


Understanding Our Majority Owners

Stage One focused on our Majority Owners as defined by a >25% interest in at least one property and/or a combined portfolio investment > 50%.

For Majority Owners we currently maintain:

1. Brand portfolio mix

2. Fee revenue

3. An archive of their received enterprise communications

4. Owners Access membership and usage

5. Updated contact information for 78% of these Owners

In 2012 our next steps will include:

6. Completing missing contact information

7. Increasing database contacts for additional management partner and influencer roles

8. Opening up the Data Platform for use by the Hampton Owner Support team

9. Building a Preference Center within the monthly Owner Newsletter for users to update their contact information

Majority Owners

Owners Access

Recognition Club Usage

Portfolio

Mix

Contact

Information

Fee Revenue

Preference Center

Activity Management

2012

2011

First Quarter 2012

Current progress and next steps for the Data Platform


Individual and Corporate Owners Two Distinct Groups of Majority Owners YE 2011

The Global Owners Data Platform, groups Majority Owners into two distinct categories:

1. Individual Owners: This category refers to properties that have distinct individual(s) listed as the owner(s)

2. Corporate Owners: This category refers to properties that have distinct corporate entities listed as Owners and where we may have one or several contacts that represent the investment (i.e., a CEO, President and/or an Asset Manager)

Note: There are additional Individual and Corporate Owners who have minority investments that are not reflected in this report.

First Quarter 2012


Headquarters by region for open hotels at YE 2011

Majority Owners

First Quarter 2012


Brand mix for open hotels at YE 2011

Majority Owners

• An owner may have multiple majority investments across the brands and an individual property may have up to four majority Owners with a 25% share.

• As an example, Pace Cooper is a Majority Owner in five different brands, so he is represented five times in the Individual Majority Owners chart.

First Quarter 2012


Portfolio mix for open hotels at YE 2011

Majority Owners

• The greatest percentage of Individual Owners invest in focused service only properties (77.17%)

• The greatest percentage of Corporate Owners invest in full service only properties (64.49%)

First Quarter 2012


Number of opened properties at YE 2011

Majority Owners

• The largest number of majority investments* any one individual owner holds is 7 hotels

1. Pace D. Cooper (7)*2. Sam Chang (5)*3. George J. Newton III (5)*

• The largest number of majority investments* any one corporate owner holds is 135 hotels

1. Apple REIT (135)* 2. Goldman Sachs (99)*3. Felcor Lodging Trust (49)*

* A Majority Investment is defined by a >25% share in one property or a > 50% combined portfolio investment.

Majority Owners with 5 or more investmentsDownload the report here (internet connection is required)

First Quarter 2012

**This Owner’s total number of majority investments in unique properties.

http://dl.dropbox.com/u/19175316/Owners%20with%205%20or%20More%20Hotels_020112.pdf


Majority Owners Top 100 ReportsBased on total franchise and management fee revenue at YE 2011

Top 100 Corporate Owners

Download the report here

Top 100 Individual Owners

Corporate Majority Owners account for 67.7% of the total “Top 100” fee revenue

Download the report here 32.3%

67.7%

(internet connection is required)

(internet connection is required)

First Quarter 2012

http://dl.dropbox.com/u/19175316/Top%20100_Individual.pdf

http://dl.dropbox.com/u/19175316/Top%20100_Corporate.pdf

https://cms.hilton.com/NR/rdonlyres/4F29913E-A503-4AB0-A6A6-73E5F9EB7B7E/0/top_100_individual.xlsx


CommunicationsIncreasing engagement by communicating with our Owners in a streamlined, consistent and concise approach.

First Quarter 2012


Today: Global Updates to Owners

Global owner updates include:

1. Multi-brand announcements and regional event invitations

2. Executive updates which give Owners and management partners real-time updates on key decisions and initiatives from senior leadership within the organization

3. Time-sensitive communications and alerts on urgent initiatives that impact operations at our hotels

How enterprise-wide communications are currently managed

First Quarter 2012


Today: OnQ Insider Owner Services Channel

2. Owners Access Club information for Owners, general managers and corporate team members

The Owner Services channel includes:

1. Event recap information and executive presentations

Located at: OnQ Insider>Departments> Owners Services

Intranet sites currently available on Insider

First Quarter 2012

https://onqinsider.hilton.com/Insider/CMS/Default.aspx?channel=/Departments/OwnerServices/


Tomorrow: One Global Owners Newsletter

Build and test a platform that will enable a monthly, Global Owners Newsletter* with the following key benefits:

• Brand-Specific Content with Dynamic Display: Articles within each edition will be categorized by relevance to each brand. The newsletter will be tailored according to each recipient’s unique portfolio mix.

• Preference Center: At any time, Owners can adjust the brand information they receive with each monthly edition. For example, if Owners decide to add information for a brand they do not own or manage, they can update the preference center at any time to receive that brand’s updates.

* Early indications support that Covalent will partner with us on the newsletter

Next steps for quarter two 2012

Launching in Third Quarter 2012

First Quarter 2012


Owners Recognition ClubAn exclusive club designed to recognize majority investors in our portfolio of hotel brands.

First Quarter 2012


Owners Access is an exclusive

club designed to recognize majority investors in our portfolio of hotel brands.

• Majority investment is defined by a >25% interest in at least one property in the Owner’s portfolio and/or a combined portfolio investment > 50%

• Hotel Owners may apply for membership online. Only qualifying applications will be admitted

• Non-qualifying partners who apply for the club and have key relationships with Hilton Worldwide will be considered for a secondary Owners Diamond Recognition offering

Club Details: A Brief Reminder

18First Quarter 2012


Reminder: The Club’s Signature Benefits

19

Access to Special Rates and Discounts

• Exclusive Owners Rate – 25% off BAR at any Hilton Worldwide property globally

• Global Team Member Travel Program and Family Rate

• Private booking engine

• Additional partners’ discounts

Elite Diamond HHonors ™ Status

• Exclusive Owners HHonors Card

• Diamond reservations 48 hours guaranteed room

• 50% more points with every stay

• Complimentary high-speed internet

• Executive lounge access

Dedicated, Personal Concierge Service

• Professionally trained concierge designed to simplify life, from the ordinary to the extraordinary

• Available 24 hours, 365 days a year in 14 preferred languages

• Creation of unique, personalized experiences

19

First Quarter 2012


Owners Utilization of Their Club Benefits

Consumed:

6,077

Booked:

15,891

Enjoyed:

9,465 unique concierge services from every region of the world

stays with their exclusive HHonors Diamond card

nights with their Owners Rate (25% off BAR)

Data as of March 31, 2012

2,526 Owners Access members have …

• represent all nine of our hotel brands• 18% reside outside the US• 25% own at least one full-service or luxury hotel• 38% own more one than hotel

Today’s Club Members:

First Quarter 2012


How are Owners Using the Club?

Recently, an Owner called to get assistance with planning a special birthday celebration for her grandson. The grandson wanted to see his favorite football team, the Buffalo Bills. The concierge team made all the arrangements to create the perfect trip from start to finish – including their weekend transportation, dining and hotel accommodations. A few weeks later, the Owner called back to report that the trip had been a very special celebration and had created a lifetime of memories for her grandson.

VIP treatment: An Owner got a table at a popular, new restaurant when the concierge team contacted the celebrity chef himself when reservations were unavailable

A rare find: While searching for a rare book that inspired him 25 years earlier, an Owner decided to ask his concierge for help.Unfortunately, the Owner could not recall the title or the author.The concierge immediately put his detective skills to work and, in just a matter of days, the Owner was reunited with this treasured book.

Tom and Sandy Shoemaker share their thoughts on Owners Access. The Shoemakers own and operate three Hamptons, and are currently developing a Hilton Garden Inn.

21

A birthday trip of a lifetime …

First Quarter 2012

Hampton Inn & Suites Toledo-Perrysburg (internet connection is required, please allow time to load)

Listen for yourself …

http://www.hamptonflash.com/ownerservicesvideos/owner_interview_shoemaker.html


January: Why a January Mailing?Hilton Worldwide leadership made a conscious decision to avoid a 2011 year-end communication around religious holidays and begin 2012 with a focus on gratitude.

Communication Details:To celebrate their partnerships with Hilton Worldwide, over 2,300 Owners Access members from around the world each received the Gift of Gratitude message with the gift of 25,000 HHonors points.

Owner Club Communications First Quarter 2012

March:

Why a March Mailing?Each year, Owners Access completes an evaluation and data refresh of each club member. The March mailing includedrenewal information for each member.

First Quarter 2012

Communication Details:Owners Access members received their Annual Renewal Membership Kits with a choice of one of three complimentary services. The book’s theme demonstrated how Owners from around the world are using their new club benefits.


Today: New Member Recognition Continues

New majority Owners receive their welcome kit

approximately 30 days prior to their hotel opening.

120 days prior Research Ownership structure from reports provided by

OnQ PiM

90 days priorHHonors card is ordered and fulfillment processes begin

for the Owner’s personalized welcome kit

60 days prior Initial communication is sent to Owners (Americas & Europe)

and to the Area Presidents Office (APAC and MEA)

30 days prior Launch kit is shipped

How the club continues to recognize new members

First Quarter 2012


Visit Insider > Owners Services•Electronic Club Brochure

•One-Page Fact Sheet

•Owners Rate Technical Guide

•Hotel Huddle Training

•OwnersAccess.com

•Private Membership Lists

•On-line Club Membership Application

Internal Communications and ResourcesTools for corporate, brand and hotels to ensure seamless integration

First Quarter 2012

(internet connection is required, please allow time to download)

Tools and resources available for our Hilton Worldwide Team Members to help ensure flawless delivery of the club

http://dl.dropbox.com/u/19175316/owners_access_interactive_ebrochure.pdf

http://dl.dropbox.com/u/19175316/owners_access_fact_sheet.pdf

http://dl.dropbox.com/u/19175316/owners_rate_revenue_mgmt_sheet.pdf

http://dl.dropbox.com/u/19175316/owners_access_hotel_training.pdf

http://www.ownersaccess.com/

https://onqinsider.hilton.com/Insider/CMS/Default.aspx?channel=/Departments/OwnerServices/Reports/default.htm

http://www.ownersaccess.com/OwnersAccessApplication


Next Steps for Club Communications to Owners

Second quarter focuses on more personalized communications

•My Club Account email, includes a summary of their personal club activity, a place for Owners to update their own contact information, region-specific promotions and video of our owners sharing their stories their club benefits.

•Follow-up notes that reach-out to Owners who have not yet responded to the 2012 membership renewal kit and the complimentary service offers that are enclosed within their kit.

My Club Account e-communication

First Quarter 2012

Second Quarter 2012

http://www.hamptonflash.com/ownerservicesvideos/owner_interview_shoemaker.html


Initiatives & EventsProviding access to unique experiences that enhance owner engagement, strengthening relationships with key stakeholders and making Owners feel proud to be a part of Hilton Worldwide.

First Quarter 2012


In 2012, we will enhance Owner engagement by providing access to unique global experiences through the following events:

• Focused Service Regional Owner Connections

• London 2012 Olympic Games Hospitality Event

• Formula One Racing Hospitality Events

• Ryder Cup 2012 Golf Tournament

Initiatives & Events2012 Key Events

First Quarter 2012


Regional Owner Connections (ROCs) offer attendees the unique opportunity to explore brand plans for the coming year, connect with peers and strategize with Hilton Worldwide Focused Service senior leaders.

In 2012, six ROCs were hosted:

With a total of 950 Connections made!

Focused Service Regional Owner ConnectionsEvent Overview

Locations & Dates # of Attendees

St. Louis, Mo; February, 22 132

Toronto, CA; February, 29 68

Atlanta, GA; March, 8 222

McLean, VA; March, 20 201

Houston, TX; March, 27 183

San Jose, CA; April 12 144

First Quarter 2012


The morning general session included:• An update from Phil Cordell, Bill Duncan, and Adrian Kurre

• Insights from Jane Buckingham, President of Trendera, on up and coming consumer groups.

The afternoon included a series of Town Hall sessions: • Hampton facilitated an open forum-style discussion.

• Hilton Garden Inn introduced Flourish, HGI’s roadmap for growth and innovation, shared updates on its lobby refresh program, Project Grow, and results from the Satisfaction Promise pilot program.

• Homewood offered a Take Flight project overview.

• Home2 shared strategic objectives and a development update.

• What’s Trending Now? engaged participants in the important trends impacting business and consumers.

Focused Service Regional Owner ConnectionsAgenda Overview

Click here for a full recap of the event

First Quarter 2012

https://onqinsider.hilton.com/Insider/CMS/Default.aspx?channel=/Departments/OwnerServices/MeetingsAndEvents/2012/FocusedServiceROCs/default.htm


Olympic Hospitality ProgramOverview

Hilton Worldwide is a sponsor of the United States Olympic Committee, the Chinese Olympic Committee, select teams such as U.S. Men’s Gymnastics team, and individual athletes including Michael Phelps and Paralympian Alana Nichols.

The London 2012 Olympic Hospitality Program will showcase this partnership to 74 intentionally selected, influential Owners and their guest. The advantage of showcasing this partnership with these highly influential Owners is to:

• Celebrate Hilton Worldwide’s global reach

• Provide access to a unique, memorable experience

• Show appreciation to high value Owners/partners

• Business development opportunities

• Enhance relationships

First Quarter 2012 30


Olympic Hospitality ProgramPackage Inclusions

The program is comprised of four waves. All waves are equally weighted in terms of the variety of sporting events and leisure activities. Waves 1 and 4 include the Opening and Closing Ceremonies, respectively. Each hospitality program package includes an invitation for the owner and one guest. The package includes:

• One double occupancy room at The Waldorf Hilton, London.

• An exclusive hospitality suite in the Palm Court of the Waldorf Hilton with concierge service, entertainment and refreshments.

• Access to Olympic events including gymnastics, swimming, diving, equestrian and more.

• Cultural experiences and entertainment ranging from VIP tours of the McLaren Tech Center, cruises on the Thames, theatre, golf, spa and shopping excursions.

• Special gifts highlighting the Hilton Worldwide partnership with the United States Olympic Committee and Chinese Olympic Committee designed to enhance their London Olympic experience.

• Olympic accredited ground transportation allowing for the most direct transport throughout the games.



Wave IVAug 8 – Aug 13

(5-Nights)

Olympic Hospitality ProgramCurrent Package Distribution

Owners (26)

Executive Leadership Hosts (6)

• Chris Nassetta

• Ian Carter

• Matt Schuyler

• Bill Fortier

• Wee “Hau” Lee

• Paul Brown (arrive 7/29)

Owners (19)

Corporate Sales (9)


• Paul Brown

• John Vanderslice

• Craig Mance

• Corporate Sales Host

Owners (29)


• Tom Kennedy

• Phil Cordell

• Jim Holthouser

Corporate Sales (4)

Consumers (25)


• Jeff Diskin

• Kenneth Svendsen

• Paul Brown (8/6)

Wave IIIAug 4 – Aug 8

(4-Nights)

Wave IIJul 31 – Aug 4

(4-Nights)

Wave IJul 26 – Jul 31

(5- Nights)


For the latest guest list and invitation status, please contact Gina Valenti with the Owner Services team.


1. Historical Walking Tour

2. McLaren Technology Centre Tour

3. Private London Eye Flight

4. Knightsbridge Shopping and Lunch

5. Thames River Cruise

6. Classic London Pub Crawl

7. Golf at Wentworth Club

8. Spa Experience

9. Hilton Worldwide Property Roadshow

10. Buckingham Palace Tour

1. Men’s & Women’s Swimming

2. Men’s & Women’s Gymnastics

3. Men’s Basketball

4. Men’s & Women’s Beach Volleyball

5. Men’s & Women’s Athletics

6. Men’s & Women’s Tennis

7. Men’s & Women’s Diving

8. Men’s Football

Leisure Activities Signature Sporting Events

Olympic Hospitality ProgramAttendee Activities

Each guest will have the opportunity to create a customized itinerary, including but not limited to:



Every unique experience in the suite includes:

• Breakfast on arrival followed by a three course gourmet lunch, including a full bar

• Vodafone McLaren Mercedes driver appearance

• Exclusive Vodafone McLaren Mercedes garage tour

• Pit Lane Walk: an opportunity to walk down the pit lane and see the teams working in the garages

• Individual handheld fan vision (portable) TVs for race viewing, commentary and statistics

• Regular Team updates with live camera link between Vodafone McLaren Mercedes garage & VIP Club

• Exclusive Vodafone McLaren Mercedes gift bag for all guests

In 2012, we are leveraging our relationship with Vodafone McLaren Mercedes to showcase our sponsorship of Formula 1 Racing to Owners and key Owners and stakeholders/developers around the world.

Each packages entitles one person to a fully hosted weekend of programmed activities, world class dining and special, unique access to the Vodafone McLaren Mercedes VIP Club.

Formula 1 RacingHospitality Program Overview

First Quarter 2012


Race Dates Number of Guests

SVP Sponsor*

Montreal, CanadaGrand Prix

June 7 – 11, 2012 20 Bill Fortier & Craig Mance

Singapore Grand Prix

September 20 – 24, 2012 10 Andrew Clough &Martin Rinck

Abu Dhabi Grand Prix

November 1 – 5, 2012 10 Andrew Clough & Rudi Jagersbacher

Austin, TexasGrand Prix

November 15 – 19, 2012 20 Bill Fortier & Craig Mance

Formula 1 RacingHosted Hospitality Events

First Quarter 2012

* While the Owner Services team produces the event, the SVP Sponsor is responsible for developing the Owner invitation list.


Ryder Cup 2012Hospitality Program Overview

In 2012, Hilton Worldwide has access to the 39th Ryder Cup Golf Tournament at Medinah Country Club just outside of Chicago, IL.

Key Details:• The experience will blend world-class golf competition with a custom hospitality venue. • There are 25 tickets available for Owners and hosts from Hilton Worldwide development.• Each guest will enjoy a hosted weekend which includes:

1. World class dining2. VIP access to the Ryder Cup3. Private chalet throughout the

tournament

Next Steps:• Develop event program• Partner with the Development team to craft the guest list

First Quarter 2012


Research and Engagement StudiesMeasuring the bond established between our Owners and our brands.

First Quarter 2012

What is Engagement?

38First Quarter 2012

Engagement is the degree to which a meaningful bond, both rational and emotional, has been established between our Owners and our brands.

The best way to increase engagement is to create meaningful change that positively impacts our Owners’ business.


A 10-week study* across each of our regions with 566 one-on-one interviews

Study Details:• 30% overall response rate• 96% of respondents were Owners • 4% of respondents were management company

representatives• The study generated more than 46 “action alerts” -

opportunities for our brands to connect directly with our Owners and management partners

Leveraging Insights:• Focused service brands have completed debrief sessions

and are working on action plans based on insights and key findings

• The full service global heads have received a debrief of data findings from Owner Services and the Gallup team

• Owner Services uses insights to inform strategies for communications and events based on Owner feedback and preferences

2011 Global Engagement Study

282

85

73

43

4540

Hampton HGI Homewood Doubletree Embassy

Hilton

Total survey responses by brand

First Quarter 2012

* Full and focused service brands were measured. Luxury brands were excluded in the 2011 study

owner services enhancing owner engagement and loyalty first quarter 2012 recap

Documents

corporate owners

minority owners

majority owners stage

data platform slide

key information

owners recognition club

key contact information

owners access membership