Building on a Tradition of Lodging Leadership and Innovation

Transcription

1 Building on a Tradition of Lodging Leadership and Innovation Marriott International, Inc MGD&PS Continental Europe & United Kingdom

2 Globally Expanding A Successful Brand Courtyard by Marriott was created in the early 1980s to meet the needs of business travelers in the U.S. who desired a high-quality lodging experience along with the basic needs they valued most in a hotel. Now a global brand, Courtyard is redefining the moderate tier segment in other parts of the world by engaging in a direct dialogue with guests that leads to strategic business decisions. Courtyard is the brand guests trust to consistently create a business traveler s oasis on the road, and place guests of all types in command of their travel experiences. When the Courtyard brand first expanded into international markets with the conversion of 10 hotels in Great Britain in the early 1990s, it was the first non-full-service Marriott International product to break beyond domestic U.S. boundaries. Since then, the Marriott portfolio in Europe has broadened and deepened significantly, bringing a well-known and respected name in the U.S. an expanding level of recognition in Europe. the business traveler s oasis on the road... Cover and this page: Courtyard Brussels, Belgium Courtyard Paris Charles de Gaulle Airport, France

3 Realizing Opportunity by Understanding Regional Needs Recognizing that guests needs vary by country, Courtyard is growing rapidly in international markets by building on its core heritage understanding the distinct needs of business travelers and designing a hotel that combines hallmark services with flexible, customized options. Thus, Courtyard is a global brand, developed to meet regional customs and lifestyles while still consistently satisfying customer needs. After a thorough three-year study of European markets and European traveler and developer needs, Courtyard is establishing a new design concept and adapting its models to appeal to an even wider European customer base. In Europe, Courtyard exteriors are unique, to reflect their regional surroundings. Interior public spaces are constant from hotel to hotel and smartly designed to encourage efficient operation. The result is a hotel that delivers the services, products, and amenities most valued by business travelers, while maintaining a selective service strategy to drive a positive economic impact on the bottom line. Courtyard is quickly redefining the moderate tier segment in Europe enabling guests to enjoy a superior guest experience at a price point that provides good value for their money. Courtyard Brussels, Belgium hallmark services with flexible, customized options... Courtyard Brussels, Belgium

4 Building Hotels That Reflect Regional Design The Restaurant Courtyard responds to European guests needs for upscale food and beverage options by providing a consistent, branded restaurant product in every hotel. Oléo Pazzo is a Mediterranean bistro dining concept that features primequality ingredients, fresh bread, premium coffee, a limited wine list, and stylish interiors centered on casual service. The menu is flexible to adapt to local cuisine. Courtyard Berlin City Center, Germany The Lobby The lobby responds to the guests most important needs access, control, and consistency. Enabling spaces such as an area where guests can check , or where they might meet casually with colleagues allow for multipurpose use throughout the day. Meeting rooms and exercise rooms are available at most locations. Courtyard Berlin City Center, Germany Courtyard Brussels, Belgium

5 Courtyard Harnesses the Power of Marriott International The Guest Room The Courtyard product focus is the guest room a revitalizing sanctuary which features distinctly defined areas for sleeping, relaxing, working, and grooming. The Courtyard guest room demonstrates an understanding of the traveler s need for a business traveler s oasis on the road by enabling productivity and connectivity as well as comfort and a décor that promotes a soothing ambience. Leveraging the Marriott Name Marriott International is focused on leveraging its name and business acumen to drive the growth of the Courtyard brand in Continental Europe and the United Kingdom. Courtyard benefits substantially from Marriott s business engines and industry knowledge in an unrivaled and powerful way. Benefiting From Proven Leadership Marriott s industry leadership derives from more than outstanding properties and a diverse portfolio of brands. Marriott s guiding principle the spirit to serve provides the basis for operational excellence and encompasses Marriott s intense focus on anticipating and meeting customer needs. Marriott s reputation for superior customer service contributes greatly to the leadership position Marriott brands maintain in their respective segments, where they enjoy a high level of customer and owner preference. Realizing Unprecedented Growth Our results in 2004 clearly demonstrate the soundness of the Marriott business model, which is built around our propensity for growth, a strong brand portfolio that provides outstanding value, and a culture that celebrates change and values responsiveness. In 2004, Marriott International achieved the following results (numbers as of year-end 2004, unless otherwise noted): Operated or franchised over 2,600 properties across 16 brands in 66 countries and territories Added over 27,000 hotel rooms and timeshare units in 2004 Approximately 40 percent of room additions were conversions from competitor brands. At year-end, over 55,000 rooms worldwide were under construction, awaiting conversion, or approved for development. Ranked as one of the 100 Best Companies to Work For by FORTUNE magazine for the eighth consecutive year Celebrated the company s 77th anniversary Celebrated 20 years of successful service from MARSHA Celebrated the 20th anniversary of Marriott Vacation Club SM International Enjoying Unrivaled Support In addition to brand integrity and performance, teaming with a world leader offers owners and franchisees advocacy and support, as well as operational excellence. Support comes from several shared services at Marriott including architecture and construction, information technology, innovative training and recruiting programs, regional market management, operations planning, and strong quality assurance systems that ensure that the full value of Marriott s best practices are brought to bear on the behalf of owners and franchisees. Courtyard Boston Brookline, Massachusetts, USA spirit to serve provides the basis for operational excellence... Courtyard San José, Costa Rica

6 Capitalizing on a Global Sales Powerhouse Marriott s sales vision is clear: build enduring relationships by understanding customers unique needs and tailoring products accordingly. Marriott achieves this vision by placing special emphasis on finding, attracting, and retaining high-value customers. Marriott s lodging brands can reach more customers, optimize demand and revenue per available room (RevPAR), and generate loyalty among its guests because the company s sales and marketing efforts lead the industry. Global Sales Organization Marriott s Global Sales Organization (GSO) manages an impressive established account portfolio and grows revenue by reaching deeper into existing accounts and pursuing new accounts. With multiple distinct sales engines, in 2004, Marriott s GSO portfolio of accounts generated approximately US$6 billion in revenue. Marriott Rewards Marriott Rewards, Marriott s multibrand frequent guest program, celebrated its 20th anniversary in Today, Marriott Rewards provides more than 22 million members worldwide with extraordinary earning and redemption opportunities. Marriott Rewards was named Best Hotel Rewards Program in the World by Business Traveler for the eighth consecutive year. 16 ecommerce million Marriott.com serves as a gateway to all Marriott experiences, while offering customers an efficient way to book reservations. Marriott.com drives room nights were customer traffic and revenues through creative marketing efforts, such as generated by online advertising and promotions and direct communications with customers through opt-in . Marriott.com in 2004 Reservations Marriott s Worldwide Reservation System (MARSHA) is a powerful reservation network and demand management tool. We have 17 Worldwide Reservation Centers with over 3,000 reservation agents. In 2004, MARSHA generated over 12.8 million global distribution system (GDS) reservations, representing one out of every five GDS room nights booked. In 2004, the reservation system (MARSHA) handled: 90 million calls 66.6 million reservations 158 million gross room nights US$19.3 billion in gross room revenue, including US$248 million in cross-sales among Marriott brands Global Strategic Alliances Marriott s strategic marketing alliances include relationships with 26 airlines; financial services companies; and other strong consumer brands. In 2004, various national, regional, cluster, and local promotions were viewed more than 200 million times in multiple partner communications. Marriott Rewards membership in Europe, the Middle East and Africa has increased over three times since 1999, reflecting growing customer loyalty. The significant percentage of paid room nights by Marriott Rewards members in 2004 demonstrates the effectiveness of Marriott International s customer loyalty program.* Marketing and Advertising Excellence Marriott s global marketing resources are designed to build brand equity, generate demand, optimize revenue, and create loyalty and preference by delivering the right message to the right customer at the right time. High-impact campaigns and communications are targeted to specific customer segments with the goal of generating room nights, increasing revenue and brand awareness, and capturing demand and market share. 2,000 2,028.9 FRANCE 18% 1,500 1, , , ,698.5 GERMANY UK QATAR SAUDI ARABIA UAE 17% 19% 18% 28% 35% 40,000 30,000 Since 1989, Marriott International has increased its number of rooms in Europe, the Middle East and Africa by nearly nine times.* *Figures represent paid room nights by Marriott Rewards members as a percentage of the total annual capacity for all Marriott International lodging brands in the given geographic region. 20,000 10, The above graph is measured in 000 s *Room count as of year-end 2004.