Enrollment Process

Training for International Hotel Associates

November 2008

. . . Serving our Members with Excellence

 Why We’re Here . . .

INTRODUCTION

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 What is a Loyalty Program?

 A marketing program designed to cultivate ongoing

relationships between customers & the organization
 The ultimate goal is to motivate customers to return &
to persuade others to use the company’s products or
services
 Frequent customers are rewarded with incentives,
benefits & special services to encourage continuous
brand loyalty

Increased customer loyalty drives long term

profitability more than any other strategic factor!

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 Why Is a Loyalty Program Important to Marriott?
 To maintain our leadership position over the competition
 To build the largest base of loyal, high value guests possible
 Marriott Rewards (MR) drives repeat business & increased occupancy
 Over 28 million members worldwide
 Revenue generated by MR members at International properties has nearly
doubled over the last 5 years
 In 2007 MR members spent $1.2 billion (USD) at International hotels

Member Revenues (Millions)

1300
P a id R e v e n u e ($ )

1100
900
700
500
300
100
-100
'01 '02 '03 '04 '05 '06 '07
International
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 Why is it Important to Enroll New Members?

Research shows that guests who join Marriott Rewards

nearly double their stays at Marriott hotels

 The loyalty & retention of MR members is critical to the

success of our business
 Member loyalty is demonstrated in several ways:
– Members return to Marriott, time after time
– They say positive things about us to their co-workers, friends & family
– They influence a great deal of business to Marriott
– They provide helpful suggestions for improving our business

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 Role of Front Desk Associates

On a daily basis, Front Desk associates

have the opportunity to attract &
enroll new Marriott Rewards
members at the Front Desk – to help
us meet our annual goal of enrolling
2 million new members!

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 Why We’re Here
 Objectives:
– Equip associates to enroll new members into Marriott Rewards at
the Front Desk
– Deliver a positive “Welcome to Marriott” guest experience
 Target Audience:
– Front Office associates (& other associates who enroll guests in
Marriott Rewards) at International properties
 Expectations:
– Generate enthusiasm to meet/exceed property’s enrollment goals
– Positive impact on guest satisfaction
– Expand Marriott’s base of loyal, high value guests
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 Guests are motivated to join when they learn how they can
personally benefit from the program . . .

MARRIOTT REWARDS OVERVIEW

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 Overview of Marriott Rewards
 Marriott’s award-winning frequent travel program
 Designed to reward loyal guests for stays at participating Marriott hotel brands & at
other partners
 Members earn points or air miles for dollars spent during their stays at participating
Marriott hotels worldwide
 Points can be redeemed for over 250 exciting travel rewards (free hotel stays,
worldwide vacation packages, cruises, etc.)
 Frequent travelers earn Elite membership within Marriott Rewards
– Elite members receive added recognition & benefits during their hotel stays in appreciation
for their loyalty
– Elite status is based on the number of personal night stays within a calendar year:

Silver Gold Platinum

(10-49 nights) (50-74 nights) (75+ nights)
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 Overview of Marriott Rewards (continued)
 9 participating Marriott brands
 2,900 participating Marriott hotels
 In 68 countries

Designed with genuine care, hotels expertly Redesigned to meet business travel needs to
blend style, technology & innovation ensure top performance

Discover what’s important through smart design, Delivering unexpected comfort on the road that
uncompromising beauty & intuitive service makes the stay just right

Experience is everything – discover over Spacious & innovative; inspires & enriches the
130 unique hotels around the world travel experiences

Villa-style living that offers luxurious Thoughtfully designed place to stay, better when
comforts in great resort locations the stay is longer

More than a place to stay when away from

home, a place to live

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 3 Ways Guests Can Enroll

1. At the Front Desk of any participating hotel

2. Online @ MarriottRewards.com

3. When making a reservation

. . . Membership in Marriott Rewards is free!

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 Hotel enrollment goals & incentives are designed to
motivate Front Desk associates to enroll new members

ENROLLMENT GOALS & INCENTIVES

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 Enrollment Goals/Incentives

 Hotel Goals:
– Hotels have periodic/annual enrollment goals
 2008 Enrollment Incentive:
– Incentive is the same across all brands & based on actual
performance
– Incentive based on the volume of new enrollments
– Incentive amount = $1 USD per enrollment
– Minimum requirement to qualify = 85% or more of hotel’s
quarterly enrollment goal (incentive capped at 150% of goal)
– MR provides additional incentives throughout the year
– Example: increasing enrollment bonus from $1USD to $2USD per
enrollment
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 Enrollment Goals/Incentives (continued)

Q: Where can I find my property’s yearly enrollment goals?

A: Yearly enrollment goals are faxed to the property at the

beginning of each year. Goals can also be obtained by
visiting Marriott Global Source (MGS) at:
https://extranet.marriott.com/mgs/Global+Source/Comm
on/Sales+Mktg+and+Rev+Mgmt/Marriott+Rewards/Enroll
ing+New+Members/2008+Enrollment+Goals+Reports/def
ault.htm
.
New properties receive their enrollment goals via fax
from the Property Support Desk.

. . . Serving our Members with Excellence 14

 Enrollment Goals/Incentives (continued)

Example: Enrollment & Incentive Results for 3 Hotels

Period 9
Enrollment # Actual Bonus Earned
Hotel Goal Enrollments ($USD) Explanation
Hotel met minimum requirement to qualify
A 100 85 $85 (i.e., 85% of hotel’s goal of 100 = 85)

Hotel did not meet minimum requirement

B 200 150 $0 to qualify (i.e., 85% of 200 = 170)

Hotel met minimum requirement to qualify;

C 150 250 $225 bonus capped at 150% of enrollment goal
(i.e., 225)

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 Enrollment Goals/Incentives (continued)

If the goal is met incentive is sent to property . . .

 To recognize associates’ efforts & results
 Front Desk team should decide how to best use bonus $
 Incentives calculated at end of quarter (processed
quarterly during periods 1, 4, 7 & 10)
 Paid out quarterly in form of Visa gift card
– Property to receive gift card @4-5 weeks after quarter ends
– Sent directly to GM or FOM
 To find out if your hotel received an enrollment bonus, visit
Marriott Global Source (MGS) at:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt/
Marriott+Rewards/Enrolling+New+Members/2008+Enrollment+Goals+Reports/Quarterly+I
ncentives.htm

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 Enrollment Goals/Incentives (continued)

Special
Promotions to
 Periodic promotional boosts:
Re-Energize Front – Conducted throughout the year
Desk Enrollment – Example: $1 USD enrollment bonus may
Efforts increase to $2 USD enrollment during
specified time period
• Note: $2 USD is currently in effect until
12/31/08
–  Payment for promotional boosts will be
included along with quarterly payment
 Watch for announcements!

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 What is the first step to enroll new members?

STEP 1: PRE-ARRIVAL PLANNING

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 Look for Potential Members During Pre-Arrival Planning

During the pre-arrival process review incoming reservations & Arrivals Report . . .

 On the Arrivals Report look for repeat guests who are not MR members
 Examples of where to look:
– Repeat guest at your hotel
– Rate codes (e.g., corporate rate; special corporate rate; government rate; etc.)
– Length of stay
– Day of week stays
 Prepare registration cards:
– Flag non-members (who might benefit from the program) for enrolling upon
arrival
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 How do I motivate guests to join?

STEP 2: ENCOURAGE GUESTS TO

ENROLL
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 How Do I Encourage Guests to Enroll?
 Motivate guests to enroll by ‘selling’ the program
 Explain:
– How members personally benefit from stays at Marriott
• Member preferences become part of the guest’s ‘profile’ & are fulfilled during
stays at all participating hotels
• Elite members enjoy special benefits & member recognition during their stays
• “Better living while on the road”
– Point/miles earnings start with current stay (once enrolled)
• Points/miles earned every time member stays
• Points are redeemable for exciting rewards (e.g., free hotel stays,
vacation packages, cruises, etc.)

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 How Do I Encourage Guests to Enroll? (continued)
 Explain (continued):
– MR has special offers throughout the year:
• Earn double point earnings with MegaBonus/MegaMiles (Spring & Fall)
• Hotels offer point earning opportunities
– The program is free!
– Enrollment at the Front Desk is quick & easy
 Inform guests how many (#) points they will earn for current
stay

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 Enrollment Materials

Welcome to Marriott Rewards!

(3-fold Enrollment Kit)
 Use to enroll new members at the Front Desk
 Welcomes guests to Marriott’s award-winning
frequent travel program
 Outlines program highlights (e.g., key membership
elements including Elite membership, Rewarding
Events, point or miles earnings, etc.)
 Includes permanent membership card with member’s
account # (must be keyed into the system)
 Kept behind Front Desk

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 Enrollment Materials (continued)

Enroll Today at the Front Desk

(‘Take One’ Brochure)
 Contains overview of Marriott Rewards
 Located at the Front Desk & visible for guests to
“take one”
 Provide to guests if they do not have time to enroll
during check-in or check-out
 Invite guests to return completed application to
Front Desk for enrollment
Note for one-way/manual hotels: it is not necessary to have
the guest complete the Take One application – instead, use
the IMS screen to gather information to enroll the guest
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 What steps do I follow to enroll new members?

STEP 3: ENROLL GUESTS

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 Steps to Enroll Guests

Enroll qualified guests Hand guest Welcome Welcome guest to

1 via hotel’s property
2 to Marriott Rewards!
3 Marriott Rewards!
management system enrollment kit
 Enter required fields (name, postal  Point out guest’s permanent
address, email address) membership card
 Pull MR account number (sticker)  Remind guest to provide MR
from a Welcome to Marriott account # when making future
Rewards! brochure & key # into reservations (to receive credit
system to activate guest’s account for stays)
 Remove sticker from membership
card & place on Daily Enrollment
Tracking Sheet

. . . Serving our Members with Excellence 26

 Steps to Enroll Guests (continued)

Example of What You Might Say to

Welcome New Members

“Congratulations on joining Marriott Rewards. Your

enrollment has been processed and is effective
immediately . . . the points [or miles] you will earn for
your stay at our hotel will be automatically entered
into your Marriott Rewards account after you check
out. And, please don’t forget to give us your
membership number when making future
reservations . . . Thank you, [use guest’s name], we
appreciate your business!”

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 How do enrollments flow through the system?

THE ENROLLMENT PROCESS

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 Enrollment Flow Process

1. Properties
2. Marketing 3. Enrollment 4. Successful
Enter MR
Systems Process Enrollment
Enrollments

Properties enter MR Marketing Systems* [If no error] [If error generated] Enrollments
enrollments via (a) or (b): Team: successfully
Marriott Rewards Error sent to Guest
a.Property’s PMS: •Receives enrollments processed into
updated with valid Services for manual
Marriott Rewards
• OPERA •Checks for duplicate enrollments resolution
• Fidelio enrollments submitted by (go to #4) •Property receives credit
property for enrollments
• MHRS
• Fosse •Checks enrollments Duplicate elimination: Enrollment error
against existing customers correction:
b.IMS screen (for manual a.Enrollment linked to existing
properties that do not transmit customer (property does not a.Enrollment deleted
enrollments via PMS) receive credit for enrollment), (property does not receive
OR credit for enrollment), OR
b.New customer (processed b.Issue is fixed/ corrected
as a successful enrollment, go (processed as a successful
to #4) enrollment, go to #4)

*Marketing Systems: department that provides technical support to the MR program

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 Required Data

4 Data Entries Required for a Successful Enrollment

1. MR account #
2. Member’s name
3. Member’s address
4. Earning preference (points or miles)
– Note: If earning preference is miles enter preferred
airline program & frequent flyer #

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 7 Ways to Prevent Invalid Enrollments

1. Ensure successful transmission of enrollment from property

to Marriott Rewards
– Fidelio v.6 properties:
• Files must be manually processed every night
• Property to send file & then check MARSHA VCB screen to verify successful transmission
of file
– OPERA properties:
• File is created during Night Audit & sent to Marriott Rewards
• Property must verify files successfully transmitted out of OPERA
• OPERA v. 4 properties: error message will print on Night Audit ‘Weather’ page alerting
property of failure to transmit file
• OPERA v. 5 properties: check within the SGI Interface log file to see if successfully
transmitted
– MHRS PMS & FOSSE properties:
• Transmit enrollment request transactions to Marriott Rewards via MRW
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 7 Ways to Prevent Invalid Enrollments (continued)

2. Duplicate enrollments: do not submit enrollments for

guests who are already members
– When targeting guests ensure they are not currently enrolled
(i.e., duplicate enrollment)
• Go to:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales
+Mktg+and+Rev+Mgmt/Marriott+Rewards/Training/SGI+Profile+E
nhancements/Fidelio+Opera+PMS.htm
– When enrollments are submitted for guests already enrolled:
• The enrollment is linked to the existing guest profile
• Properties will not receive credit for the enrollment if this occurs

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 7 Ways to Prevent Invalid Enrollments (continued)

3. Enter new member’s MR account # accurately into the

system
– Avoid transposing numbers
– Properties will not receive credit for the enrollment if this occurs
4. Enter complete/valid information
– Enter all required information
– Do not enter ‘XXXX’ in place of name, address or email address
– When incomplete/invalid data is entered:
• The data is stripped from the enrollment (leaving the enrollment
incomplete)
• Guest Services attempts to manually fix the request
• Properties will not receive credit for the enrollment if this occurs
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 7 Ways to Prevent Invalid Enrollments (continued)

5. Do not enter guest’s business name in guest’s name

field
– Ensure guest understands this is an individual earning program
• I.e., only one person is able to use an account
– If business name is entered in name field:
• Account will not be activated (due to MR terms & conditions)
• Property will not receive credit for the enrollment
6. Do not send Take One Enrollment Forms to Marriott
Rewards Property Support Desk for processing
– Enter enrollments at the Front Desk
– Receive credit for valid enrollments
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 7 Ways to Prevent Invalid Enrollments (continued)

7. Enrollment monitoring regularly occurs to ensure the

validity of property enrollments
– An enrollment without a stay connected may indicate a false
enrollment has occurred
– Hotels engaging in the unethical practice of entering false
enrollments in order to receive a higher bonus will be
penalized by losing all enrollment bonus privileges

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 How do I track my property’s enrollments?

TOOLS TO TRACK ENROLLMENTS

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 Tools to Track Enrollments
Daily Enrollment Tracking Sheet
 Front Desk associates use the Daily Enrollment Tracking
Sheet to track enrollments
 When enrolling guests peel sticker from MR membership
card & place on Daily Enrollment Tracking Sheet
 Track enrollments per period
 Enrollments transferred to MR on the first day or last day
of the period are credited within that period (not the new
period)
 To download a copy of the Daily Enrollment Tracking Sheet
visit Marriott Global Source (MGS) at:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+
Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/2008+Enrollment
+Goals+Reports/default.htm 
 Visit the link below to find information on PMS Enrollment
Procedures:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+
Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/default.htm

. . . Serving our Members with Excellence 37

 Tools to Track Enrollments (continued)

Access period calendars to

help your property track
enrollments by period
Corporate accounting period calendars can be
found on Marriott Global Source (MGS) at:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+
Mktg+and+Rev+Mgmt/Marriott+Rewards/Enrolling+New+Members/
2008+Enrollment+Goals+Reports/default.htm

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 Tools to Track Enrollments (continued)
 Enrollment Reports are located in two areas on MGS:
– Enrollment Reports by period:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mg
mt/Marriott+Rewards/Enrolling+New+Members/2008+Enrollment+Goals+Reports/defa
ult.htm

– MR Stay Error Correction Report (located in the MRDW application):

https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mg
mt/Marriott+Rewards/Tools+Resources/Reports.htm

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 Future State

Beginning in Q1 2009 a new Property Enrollment Report will

provide properties an easier way to audit their enrollments . . .

 Report will provide the following (per property MARSHA code):

– Date enrollment received by Marriott Rewards
– MR account #
– Member’s first & last name
– Status of the enrollment – examples:
• Was enrollment successful & credited to property
• Linked to MR customer account # (indicating customer was already a
member)
• In queue for processing
– Date record was processed at corporate & credit provided property
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 Frequently asked questions . . .

FAQs

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 Enrollment FAQ’s

1. Q: Why should associates give a brief overview of Marriott Rewards when

enrolling new members?
A: By briefly explaining the program new members will see the benefits of
Marriott Rewards & be motivated to choose Marriott over the competition for
future hotel stays

2. Q: Why is it important to remind new members to provide their Marriott

Rewards account # when making future reservations?
A: To ensure members receive credit for their point/miles earnings for every stay

3. Q: Can a member who chooses point earnings at enrollment change to miles

earnings later?
A: Yes, by going online at MarriottRewards.com members can change their
earnings preference for future stays from points to miles or vice versa (guest’s
MR profile is updated in the system immediately)

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 Enrollment FAQ’s (continued)

4. Q: What can associates do when enrolling guests to express appreciation for their
business & loyalty to Marriott?
A: There are many ways to make new members feel welcomed & let them know
we value their business and loyalty . . . for example, send a handwritten card to
the guest’s room, welcoming the guest to Marriott Rewards & always
remember to use the guest’s name!

5. Q: We are a new property & cannot locate our property enrollment numbers on
the Period Enrollment Report. Why?
A: New properties are not assigned a goal for @3 months. After this time a goal is
assigned to the property (hotel will be informed of the goal via a fax).

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 Need assistance?

WHERE TO GO FOR HELP

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 Where To Go For Help

For answers to questions about enrollment:

 Talk with your manager
 Contact the MR Property Support Desk within your region

Cork, Ireland +353 21 4213595

[email protected] Fax: +44 207 0127319

Kuala Lumpur, Malaysia +603 2688 8085

[email protected] Fax: +603 2688 8090

Mexico City, Mexico +52 55 11022120

[email protected] Fax: +52 55 11022122

Tokyo, Japan +81 3 54051506

[email protected] Fax: +81 3 54723

Salt Lake City, Utah, U.S. +1 (801) 468-4032

[email protected] Fax: +1 (801) 468-4144

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 Where To Go For Help (continued)
 For additional information (i.e., enrollment training materials; program
news; to track your enrollment performance & incentives; etc.) click on:
https://extranet.marriott.com/mgs/Global+Source/Common/Sales+Mktg+and+Rev+Mgmt
/Marriott+Rewards/Enrolling+New+Members/default.htm

 Associates can also visit Site MR Page

global websites: Australia www.marriottrewards.com.au 
China marriottRewards.cn   
Japan MarriottRewards.jp 
South Korea marriottrewards.co.kr 
Brazil marriottrewards.com.br
French MarriottRewards.fr   
German MarriottRewards.de  
Ireland MarriottRewards.co.uk 
UK MarriottRewards.co.uk 

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