CX Consumer Insight

FOOD & BEVERAGE MARKETING
F O O D & B E V E R A G E W O R K S H O P — D AY 3
MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017

S O C I A L M E D I A
CONSUMERS ARE
LOOKING FOR
PHOTO MOMENTS
TO SHARE ON
SOCIAL MEDIA
1. hot topics on social media*
2. key f&b competitors on social media
australia^
japan^
china#
*2016 Full Year Portfolio Tracking for Australia, India Japan & Korea
^ 2017 Q1 Portfolio Tracking for Australia & Japan
# 2017 June Portfolio Tracking for Chinn
2
H O T T O P I C S
Social Media Key Success Factors (KSFs): stories that

address consumer needs and key moments to engage
HALO PROPERTIES F&B L O YA LT Y
CONSUMER NEED Photo moments Indulgence Member benefits
Social Gathering / Become part of their daily life

ENGAGEMENT Customer Service
Celebration & Recognition
Create a reason for
STORYTELLING Once in a lifetime experience Share members / KOL stories
customers to visit
3
H O T T O P I C S – H A L O P R O P E R T I E S
INFORM CUSTOMERS BEST SPOTS / TIME TO EXPERIENCE THE

VIEW / PROEPRTY, AMPLIFY THE MESSAGE VIA SOCIAL MEDIA
4
H O T T O P I C S – F & B
PROVID E CUSTOMERS A REASON TO VISIT OUR F&B OUTLET:

FOOD DIFFERENTIATION AND PURPOSE OF VISIT
AFTERNOON
BUFFET TEA
Highlight: variety of Highlight: food
food, specialty food presentation, special
(e.g. seafood, theme (e.g. British
Korean beef) style, strawberry)
Purpose: family & Purpose: lady’s
social gathering group hangout
LUNCH /
DRINK DINNER
Highlight: mixology, Highlight: feast / set
unique cocktail, menu for group,
special wine & spirit cake & celebratory
drinks
Purpose: social
hangout, couples Purpose: large
group celebration
5
H O T T O P I C S – C U S T O M E R L O Y A L T Y
ELEVATE ENGAGEMENT AND REINFORCE MEMBER BENEFITS

TO KEEP MR/SPG TOP OF CUSTOMERS MIND
BEST PRACTICES BEST PRACTICES
Frequent Engagement Communication

F&B earn & burn D I G I TA L Sharing from loyal customers – SPG
Recognition ENGAGEMENT Member special promotion
Celebrate personal / membership New technology initiatives
milestones Property Activation
BEST PRACTICES
Invitation to private events Room upgrade & breakfast are often
Connect Loyalty shared by members on social media
Name / Status recognition
Community
KOL experience sharing – S. Korea
Sharing from loyal customers – SPG
#Hiltonhhonorsshare to retweet
PROPERTY members post on Instagram – HHonors MEMBER
ENGAGEMENT Service on Social Media BENEFITS
Twitter service account– India 6
A U S T R A L I A – C O M P E T I T O R L A N D S C A P E
IHG is leading the competition with

strong distribution o f C rown e Pla za
2017 Q1: POSITIVE MENTIONS BY PORTFOLIO
160 2017 Q1
140
134 2016 Q1
To t a l P o s i t i v e M e n t i o n s
140
120 114 Instagram

103 104
100
88
82
80 74
61
58
60
40 34 36
20
0
2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016
IHG IHG IHG . A C C O RAccor
Accor . S TA R W OStarwood
Starwood OD . H I LT O N
Hilton Hilton . Hyatt H YAT THyatt . M A R R I OMarriott
Marriott TT
Consumers tend to share their experience at upscale brands on I N S TA G R A M Fewer positive

mentions about
Marriott
1. Less people talk about

LOYALTY PROGRAM in
Australia Market, including
Hhonors, SPG and etc.
2. Less stay experience shared

about SURFERS
PARADISE MARRIOTT
RESORTS & SPA 7
CREATE LASTING MEMORY AT
HALO PROPERTIES
Great view – most frequently shared on social media
Check-in – share lifestyle and travel experience
P ro o f Po i nt : P RO P E RT Y H I G H L I G H T
Help customers explore the property and nearby
CAPTURE FUN MOMENT

WITH FAMILY AND FRIENDS
ENJOY A SUNNY GETAWAY
Seafood buffet – popular choice for indulgence
Bar – small group social gathering for fun Taking a break, often at a waterfront resort in SEA
or along the coast in Australia
P ro o f Po i nt : S I G N AT U R E D R I N K /
S H A R A B L E FO O D P ro o f Po i nt : S E RV I C E & AC T I V I T Y O U T D O O R
Casual social gathering or celebrations Diversified outdoor experience for everyone
in the family / travel group
AUSTRALIA
HOTEL TO BUILD EMOTIONAL BONDS WITH CUSTOMERS DURING THEIR SOCIAL GATHERING OR
ON THEIR LEISURE / RESORT TRIPS
8
1 3
GOOD VALUE
OPTION AT
CROWNE PLAZA
FOR BOTH STAY
AND F&B
4
2
I H G ( A U ) P R O O F P O I N T S
1. A good stay experience with coffee, wifi and service as

highlights - from Twitter
2. Buffet at Crowne Plaza with a view - from Instagram
3. Good food quality at Crowne Plaza Hunter Valley - from
Instagram
4. Reasonably priced breakfast at Crowne Plaza – from
Instagram
9
2
RESORTS IN
1
AUSTRALIA OR SEA
TARGET FAMILY
AND FRIENDS
TRAVEL
A C C O R ( A U ) P R O O F P O I N T S
1. Positive review on family vacation in Sunshine Coast

Australia posted on travel blog – from personal blog
2. Novotel Phuket received praises for having great views
and budget friendly for friends to travel together –
from personal blog
3. Gatherings for friends at the Novotel Exmouth
Australia restaurant is shared online -from Instagram
10
2
1
SIGNATURE F&B
AT EACH BRAND
INCREASE
CUSTOMER
3
PREFERNECE
S T A R W O O D ( A U ) P R O O F P O I N T S A R
1. Impressive open kitchen serving buffet at

Sheraton Melbourne – from Instagram
2. Customer enjoyed her seafood buffet at
Sheraton – from Twimg
3. Breakfast at Four Points – from Instagram
4. Westin’s signature afternoon tea – from
Instagram
11
1 2
COLORFUL AND
DISTINCT
PRESENTATION OF
COCKTAIL POPULAR
3
AMONG
CUSTOMERS
4
H I L T O N ( A U ) P R O O F P O I N T S
1. Strawberry cocktail at Hilton Brisbane – from

Instagram
2. New cocktail menu at Hilton Sydney – from
Instagram
3. Special prosecco pop cocktail at Waldorf
Orlando – from Twitter
4. Cocktail with vivid colors at Hilton Melbourne –
from Twitter
12
1
2
GUESTS IMPRESSED
WITH FOOD
QUALITY AND
PRESENTATION AT
HYATT’S FINE
DINING
RESTAURANTS
3
H Y A T T ( A U ) P R O O F P O I N T S
1. Guests reflect that the exquisite food decorations and

taste are components of a top notch experience – from
Twitter
2. Food is nicely decorated to reflect the high standards –
from Instagram
3. Reviewers give positive comments and even visit
repeatedly to the restaurant for its great experience –
from personal blog
13
1
CUSTOMERS
LOVE THE RITZ-
3
CARLTON
EXPERIENCE
2 3
M A R R I O T T ( A U ) P R O O F P O I N T S A R
1. Ozone Bar at Ritz Carlton Hong Kong was

famous for its beautiful view – from Instagram
2. Romantic getaway with a stay at the Ritz-
Carlton Vienna – from Instagram
3. Dessert bar with great view (Ritz Carlton
Laguna Niguel) – from Twitter
14
J A P A N – C O M P E T I T O R L A N D S C A P E
Star wood leads the competition because of its

stro n g brand on Sherato n , Westin a n d S PG
400 2017 Q1: POSITIVE MENTIONS BY PORTFOLIO
349
350 2017 Q1 EN
300 2016 Q1 EN
250 JA PA N ES E
200 190 190

180
150 129
109
100 77
63
50 34
10 14
2
0
2017 2016 2017 2016 2017 2016 2017 2016 2017 2016 2017 2016
Starwood Starwood . Marriott Marriott . H YAT T Hyatt
Hyatt . H I LT O NHilton
Hilton . IHG IHG . Prince Prince
S TA R W O O D MARRIOTT IHG PRINCE
WESTIN SHERATON
Desserts from Westin Tokyo F&B Convenience location Sheraton Waikiki
15
TRAVEL IS TO ESCAPE FROM
SUFFOCATED ENVIRONMENT
Destinations with beach or hotels with tranquil view
are often shared on Social Media
Trave l P ro o f Po i nt : B EAC H D EST I N AT I O N S

Japanese travel to beach destinations for deep
and lasting inner peace
ENJOY THE CULINARY ARTS FAMILY TIME IS

& GOURMET IMPORTANT
Kaiseki Family dining and family travelling are common
Strong crave for desserts/ pastries themes for social media posts
Fa m i l y P ro o f Po i nt : LO C A L I ZAT I O N
C u l i n a r y a r t s P ro o f Po i nt :
Hotels with Japanese family friendly facilities
A F T E R N O O N T EA
(e.g. Onsen & F&B facilities) are often
Japanese enjoy/celebrate with friends at
associated with “家族” (i.e. Family) on social
luxury hotels for afternoon tea
media
J A PA N
Hotel provides Japanese a chance to slow down the pace of life
16
MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017 and indulge themselves with families and friends
1 2
IMPRESSIVE
BREAKFAST
EXPERIENCE
PROMPT SOCIAL
SHARING
3
S T A R W O O D ( J A P A N ) P R O O F P O I N T S
1. Positive Brunch review from renowned blogger about

all-you-can-eat buffet at Sheraton Bali Kuta Resort -
from Instagram
2. Complimentary comment of Western -styled breakfast
from Suiran, a Luxury Collection Hotel - from Instagram
3. Positive review of having Indian cuisine for breakfast at W
Taipei - from Instagram
17
2
1 LUXURIOUS
AFTERNOON TEA
SETTING FOR
CELEBRATION
AND ENJOYMENT
M A R R I O T T ( J A P A N ) P R O O F P O I N T S
3
1. Celebrated friend’s birthday at Ritz -Carlton Osaka for
Afternoon tea - from Instagram
2. The Ritz-Carlton Tokyo is famous for its fancy and
luxurious afternoon tea - from Instagram
3. Marriott Tokyo’s dessert buffet attracted young ladies
to have social gathering with affordable price - from
Instagram
18
1 2 GOURMET
PASTRY AND
DESSERTS TEMPT
CUSTOMER
CRAVING
H Y A T T ( J A P A N ) P R O O F P O I N T S
1. Had a spontaneous trip to Hyatt Regency Hakone Resort

and Spa with friends for afternoon tea - from Instagram
2. Expressed desire of having Christmas pastry from
Andaz Tokyo - from Instagram
3. Shared photos of mouthwatering and luxurious hotel
desserts at Grand Hyatt Tokyo -from Instagram
19
1
2
APPRECIATE
RESTAURANT
ATMOSPHERE
AND FOOD
PRESENTATION
H I L T O N ( J A P A N ) P R O O F P O I N T S
3
1. Enjoyed excellent breakfast served at Hilton
Guam Resort & Spa with relaxing atmosphere -
from Instagram
2. Strawberry buffet at Hilton Tokyo was
retweeted numerous times on social media -
from Twitter
3. Room service at Hilton Osaka - from Instagram
20
1
DESSERT IS THE
HIGHLIGHT OF
CUSTOMER’S IHG
EXPERIENCE
I H G ( J A P A N ) P R O O F P O I N T S
1. Appreciated the dessert offered at InterContinental San

Francisco’s Club lounge - from Instagram
2. Enjoyed dessert with a glass of Kir royal at ANA Crown
Plaza - from Instagram
3. Had an afternoon tea at InterContinental Tokyo Bay
with girl friend- from Instagram
21
1
2
DIVERSIFIED
PREMIUM F&B
CONCEPTS FOR
DIFFERENT
OCCASIONS
3
P R I N C E ( J A P A N ) P R O O F P O I N T S
1. Celebrated friend’s birthday at Shinagawa Prince Hotel

for luxurious buffet- from Twitter
2. Fine dining experience at Grand Prince Hotel Takanawa
- from Twitter
3. Enjoyed the Sakura menu at the Prince Sakura Tower
Tokyo- from Blogger
22
D I S C U S S I O N
GENERATE NEW
REVENUE ENGINES
THROUGH DIGITAL
TRENDS & CUSTOMER
LIFETIME JOURNEY
1. Generate new sales opportunities on after-sales service
2. Food delivery a p p i s e x p a n d i n g r a p i d l y i n A PA C
3. Continue evolution of O2O platform to create more opportunities
for brands to interact with consumers
23
WEDDING ATTENDEE
Share/ review the arrangement of wedding banquet
P ro o f Po i nt : F & B
Beautiful dinner set up or high quality food are
often shared by wedding attendees
on social media
WEDDING PROFESSION COUPLE

Provide information from pre-wedding to the big day Share the moments after the wedding
P ro o f Po i nt : We d d i n g fa i r P ro o f Po i nt : H o n ey m o o n
Showcase the venue with S h a re t h e stay ex p e r i e n c e d u r i n g
inspiration ideas h o n e y m o o n rat h e r t h a n we d d i n g
wedding case study
Social media shapes customers perception of wedding

24
i n d i a w e d d i n g c a s e s t u d y
Wed d in g professions share id ea s o n s o cia l med ia

WEDDING PROFESSIONS
Photographer Lifestyle site Wedding planner Consumer

How : Stunning wedding photos How : Options & Ideas How : Real case example How : Geotag
Influence : Emotional connection with the venue Influence : Inspiration Influence : Credibility of the venue Influence : Popularity of the venue
C O N S I D E R A T I O N S E T
25
k o r e a w e d d i n g c a s e s t u d y
Potential post wedding revenue opportunities

beyond an exquisite wedding
COUPLE
QUALITY AT M O S P H E R E POST WEDDING

(Wedding) (Wedding)
TABLE SET UP and FOOD are always Korean is looking for an ELEGANT and
reviewed by attendees CLASSIC wedding Honeymoon and celebrating
wedding anniversary
Wedding menu’s review

@ Sheraton Incheon
– from Instagram
'Golden Girl Luxury Small Wedding Fair' @

Sheraton Seoul D Cube City Hotel, was
described as trending, small-scale but very
luxurious – from NAVER blog
Showcase the beautiful stage

decoration @ Shilla hotel
– from Instagram
Table set up sharing @ Hilton

– from Instagram
26
w e d d i n g c a s e s t u d y – s a l e s m o d e l
Create relevant scenarios for event participants to

further consume on properties
Hosts: Incentivizes to capture more revenue
potential engagement/ sales opportunities
Pre – wedding
e.g. Oversea photo shoot package
HOSTS Wedding
e.g. Destination wedding, Banquets
(e.g. Wedding couples) Honeymoon

e.g. Resort package, F&B celebration
Anniversary Kids 100 Days Birthday Family Travel
Attendees: Use event as marketing opportunity
L O G O / S I G N AT U R E I T E M S t h a t c a n c a t c h p e o p l e ’s e y e b a l l a n d
t a k e p h o t o s t o s h a r e o n s o c i a l m e d i a ( e.g. Conrad beer, table decoration,
signage and etc.)
ATTENDEES
Provide E-COUPONS/DISCOUNT for attendees to have second
consumption on F&B
27
m a r k e t i n g & s a l e s - s o c i a l e v e n t s
What is the action plan

to generate revenue post -event?
*Source: “Wedding” Dashboard, APAC Portfolio Preference Projects, 1 January 2016 – 31 March 2017, Brandwatch
28
T E C H N O L O G Y & S A L E S – D E L I V E R Y
Food delivery can generate DELIVERY INDUSTRY
additional revenue stream for I S E V O LV I N G I N A PA C
hotels High end restaurants work

with delivery service
Delivery company targeted expats in
China
online food service is growing in our major source markets www.sherpa.com.cn/
300%*
YOY Online food service revenue Delivery
19billion food delivery revenue generated in
USD 2016 functionality
integrates into F&B
30% Chinese are using food deliver app and social channels
Kakao has launched the
47% food deliver users order >3 times per week ordering function on Kakao Talk,
S. Korea
Zomato entered the food
delivery segment since 2015,
India
Meitun & Diaping have
44%^ been combined into one
USD 300million food delivery GMV YOY Online food service revenue
company , China
generated in 2016 with 150% YOY

growth rate #
29
* 3 :Food delivery segment, China Catering Report 2017, Meituan Diaping & China Restaurant Insider, May 2017
^ 1: Food service industry: Poised for growth, India’s food service industry: Growth recipe, KPMG.com/in, November 2016
# India online food delivery industry grew in 2016, Times of India website, 9 February 2017
t e c h n o l o g y & s a l e s – d e l i v e r y
Should our hotel

participate in delivery?
If yes, what are the platform & How?
30
T E C H N O L O G Y & S A L E S – O 2 O P L A T F O R M
O2O platforms enable data and analytical capabilities

to enhance marketing effectiveness and sales
LEVERAGE VALUE ADDED SERVICES
Either be a shop, offering coupons or provide ordering service
MOBILE
PORTAL
889M
Chinese
active users
DATA
COLLECTION
User ID
Browsing history
>97% Transition history WeChat Shop LINE coupon Kakao Delivery
Korean (e.g. purchase record,
smartphone usage record, payment
users record and etc.)
MARKETING
News feeds from official accounts
50.2M
Japanese users
41M
Thai users
31
t e c h n o l o g y & s a l e s – o 2 o p l a t f o r m
What are the roles between

property and above property
if we have the O2O platform?
32
THANK YOU
I f y o u h a v e q u e s t i o n s , p l e a s e c o n t a c t :
Jun Lu Jun.Lu@marriott.com
E l m o Ts a n g E l m o .Ts a n g @ m a r r i o t t . c o m

FOOD & BEVERAGE MARKETING
F O O D & B E V E R A G E W O R K S H O P — C H I N A

C O N S U M E R B E H A V I O R *
FEMALE AND MILLENNIAL HAVE

HIGH F&B SPENDING POWER
80s – 90s consumers are SMART SPENDING
E XQ U I S I T E ≠ E X P E N S I V E
They care about design, atmosphere, taste, experience, innovation and etc.
94.7% consumers are willing to visit a restaurant because of one signature dish
FEMALE preference is important
Fresh & Sweet is more popular than spiciness

80% decision are done by Female
82% consumers are willing pay for healthy food (Global average = 68%)
DELIVERY i s b o o m i n g i n C h i n a
75% delivery orders happened in Lunch and Dinner
LEARN MORE
We e ke nd is the pe ak time for de live r y
2
*China Catering
MARRIOTT Report 2017, |Meituan
INTERNATIONAL DiapingAND
CONFIDENTIAL & China Restaurant
PROPRIETARY. Insider, May 2017
2017
M A R K E T O V E R V I E W *
2016 REVENUE CONTRIBUTION BY CUISINE TYPE

Hotpot, Buffet and Northwestern Chinese cuisine have great potential to drive more revenue
HOTPOT
Korean, 3.60%
OTHERS
Generate the highest revenue (22%) and highest Hot pot, 22%
JiangZhe, 3.90%
growth rate (+2.3%) in all type of cuisines
Cantonese, 4.40%
Japanese, 4.50%
O T H E R S P E C I A LT Y C H I N E S E
CUISINES Bakery, 4.60%
Buffet, 12%
Beside from the popular Chinese cuisine (e.g.
BBQ, 4.80%
Sichuan, Guangdong, Jiangzhe food) , there are

potential to drive revenue from other Chinese Western, 6.30%
Sichuan, 7.70%
Food stall, 7.60%
cuisine
3
*China Catering
MARRIOTT Report 2017, |Meituan
INTERNATIONAL DiapingAND
CONFIDENTIAL & China Restaurant
PROPRIETARY. Insider, May 2017
2017
M I v s . H I L T O N = 4 8 3 / 4 7 5 = 1 . 0 2
S W i s l e a d i n g t h e co m p l e t i o n w i t h
i t s st ro n g H a l o p ro p e r t i e s p ro f i l e
HOTEL TIERS: 2017 JUNE POSITIVE MENTIONS BY PORTFOLIOS
P O S I T I V E M E N T I O N S P E R
Positive Mentions per 1,000 Rooms

‘ 0 0 0 R O O M S
900 250
L U X U R Y
785
800
U P P E R U P S C A L E
200
700
U P S C A L E
600
L O Y A L T Y & O T H E R S
483 150
500 475 456
410
400 350 109
100
300
190
200 152 50
100 30
14 14 17 10
0 5 7 -
S TA R W O O D MARRIOTT H I LT O N H YAT T IHG ACCOR MANDARIN SHANGRI-LA
O R I E N TA L
2017 June mix of mentions
luxury 50% 40% 39% 66% 50% 64% 100% 78%

upper
upscale 42% 53% 52% 31% 0% 20% 0% 0%
upscale 3% 3% 7% 3% 47% 14% 0% 20%

loyalty &
others 5% 4% 2% 0% 3% 1% 0% 2%
4
B A C K G R O U N D
Weibo and WeChat posts are driven by paid media
Weibo is a platform for WeChat is about

KOL & OFFICIAL MEDIA ACCOUNT SUBSCRIPTION ACCOUNT
potential stories how do hotels being featured on wechat?
Checklist
Loyal customer for The most luxury/ beautiful/ expensive hotels in XX
Others
Top XX bars/restaurants in XXX
Hyatt F&B
http://weibo.com/nicole831026
Travel Diary
Reliable
frequent traveler to
experience different hotels
http://weibo.com/u/1527381525
Local Expert
http://weibo.com/symlxx
Recommendation Introduction
Family Travel Halo properties
Bars & restaurants New opening hotels
Outbound Travel Promotion
Design & Architecture
5
USE RIGHT FORMAT OF MEDIA TO
BRING OUT BRAND ESSENCE
“ E D I T I O N S a n y a , m y a l l t i m e f a v o r i t e ” – We i b o Top 20 swimming Pool that you shouldn’t miss (WeChat post) - Indigo Hong Kong
lifestyle KOL Local F&B KOL – Mandarin Oriental Taipei Chinese Restaurant
P r o o f P o i n t : I S S E Y M I YA K E X H y a t t A f t e r n o o n t e a
I n v i t e F a s h i o n KO L t o w r i t e t h e p o s t s
FEATURE HOTEL IN DESTINATION

TRAVEL CONTENT
Dali – Hilton Dali Resort & SPA
Emei Mountain - Holiday Inn Express Emei Mountain “I visit Jizhaigou, of course I have to stay one night
at InterContinental Resort Jiuzhai Paradise to
P r o o f P o i n t : L e i s u r e d e s t i n a t i o n ’s H a l o p r o p e r t y e x p e r i e n c e l o c a l c u l t u r e & S i c h u a n f o o d ” - We i b o
Position the property as “must -do-item” in travel checklist
F&B IS ALL ABOUT EXPERIENCE
Consumers pay the premium for the luxurious environment and status,
but not only food quality
“Although the afternoon tea at Bangkok Mandarin
Proof Point: F&B at Luxury hotel
Oriental is more expensive than others, it worth to
t r y, e s p e c i a l l y M a n d a r i n O r i e n t a l i s o n e o f t h e b e s t Wa l d o r f A s t o r i a S h a n g h a i – A f t e r n o o n t e a , J a z z B a r
h o t e l i n t h e w o r l d ” - We i b o Mandarin Oriental – Fine dining restaurant
China
Consumers have strong perception of each hotel tier

6
P O R T F O L I O T R A C K I N G
CONSUMERS SHARE THEIR AFTERNOON TEA

EXPERIENCE AT LUXURY HOTELS
A F T E R N O O N T EA H A S B ECO M E A C H EC K L I ST I T E M
A F T E R N O O N T EA I S FO R R E L A X AT I O N
A F T E R N O O N T EA C RO S S OV E R W I T H
LU X U RY B R A N D S
7
P O R T F O L I O T R A C K I N G
CONSUMERS ENJOY HIGH -END CHINESE FOOD AT HOTEL

C H I N ES E F I N E D I N I N G
FO C U S O N O N E O R T WO S P E C I A L T Y C H I N E S E C U I S I N E S
8

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FOOD & BEVERAGE MARKETING

MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017

Social Media Key Success Factors (KSFs): stories that

CONSUMER NEED Photo moments Indulgence Member benefits

Social Gathering / Become part of their daily life

INFORM CUSTOMERS BEST SPOTS / TIME TO EXPERIENCE THE

PROVID E CUSTOMERS A REASON TO VISIT OUR F&B OUTLET:

ELEVATE ENGAGEMENT AND REINFORCE MEMBER BENEFITS

BEST PRACTICES BEST PRACTICES

Frequent Engagement Communication

IHG is leading the competition with

120 114 Instagram

Consumers tend to share their experience at upscale brands on I N S TA G R A M Fewer positive

1. Less people talk about

2. Less stay experience shared

CAPTURE FUN MOMENT

1. A good stay experience with coffee, wifi and service as

1. Positive review on family vacation in Sunshine Coast

1. Impressive open kitchen serving buffet at

1. Strawberry cocktail at Hilton Brisbane – from

1. Guests reflect that the exquisite food decorations and

1. Ozone Bar at Ritz Carlton Hong Kong was

Star wood leads the competition because of its

200 190 190

Desserts from Westin Tokyo F&B Convenience location Sheraton Waikiki

Trave l P ro o f Po i nt : B EAC H D EST I N AT I O N S

ENJOY THE CULINARY ARTS FAMILY TIME IS

1. Positive Brunch review from renowned blogger about

1. Had a spontaneous trip to Hyatt Regency Hakone Resort

1. Appreciated the dessert offered at InterContinental San

1. Celebrated friend’s birthday at Shinagawa Prince Hotel

3. Continue evolution of O2O platform to create more opportunities

for brands to interact with consumers

WEDDING PROFESSION COUPLE

wedding case study

Social media shapes customers perception of wedding

Wed d in g professions share id ea s o n s o cia l med ia

Photographer Lifestyle site Wedding planner Consumer

Potential post wedding revenue opportunities

QUALITY AT M O S P H E R E POST WEDDING

Wedding menu’s review

'Golden Girl Luxury Small Wedding Fair' @

Showcase the beautiful stage

Table set up sharing @ Hilton

Create relevant scenarios for event participants to

(e.g. Wedding couples) Honeymoon

Anniversary Kids 100 Days Birthday Family Travel

Attendees: Use event as marketing opportunity

What is the action plan

Food delivery can generate DELIVERY INDUSTRY

additional revenue stream for I S E V O LV I N G I N A PA C

hotels High end restaurants work

generated in 2016 with 150% YOY

Should our hotel

If yes, what are the platform & How?

O2O platforms enable data and analytical capabilities

What are the roles between

MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017

MARRIOTT INTERNATIONAL | CONFIDENTIAL AND PROPRIETARY. 2017

FEMALE AND MILLENNIAL HAVE

FEMALE preference is important

Fresh & Sweet is more popular than spiciness

2016 REVENUE CONTRIBUTION BY CUISINE TYPE

Sichuan, Guangdong, Jiangzhe food) , there are