Somerston Webinar


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  • These are our regular guests whether they stay with us once per year or once per week and in 2009 they contributed $377million in Revenue to IHG UK hotels. Research shows that PCR members generate a high ADR and tend to book via our direct channels , the website and CRO which are the lowest cost booking channels.
  • Bold and underlined are the measured standard. Also mention that Member Recognition standard will be measured in the future
  • All hotels MUST accept Reward Night. Reimbursement Policy has NOT changed The 5% guest room inventory is NOT NEW – what is new is PCR is measuring whether hotels are loaded the inventory or not PCR will randomly check 3 times per quarter to see whether hotel has inventory loaded
  • How do I know what training my team needs to take? Training requirements are outlined by region in the specifications manual How often does the training need to be done? PCR training requirements need to be completed Quarterly. If I’ve already taken the training this year do I have to take it again for the standards? Yes, Since new material has been added to the training regarding PCR brand standards all hotels need to take the training and tests through the myLearning platform in Q4 to be in compliance.
  • Hotels have a monthly minimum number to reach but quarterly compliance? A hotel can enrol below the monthly minimum for 1 or 2 months in the quarter but still meet the standard. For example a hotel with a monthly minimum of 30 could enrol 20, 20, and 50 for the three months of the quarter and still be in compliance with the standard of 90 for the quarter 30 + 30+ 30 = 90 but so does 20 + 20+ 50=90 so hotel is in compliance Enrolment Numbers are based on QUALIFIED ENROLMENTS only Duplicate enrolments will be checked monthly and will be removed from the hotel enrolment total before hotels receive their monthly report What are duplicate enrolments? Hotels must ASK a guest if they would like to join PCR Duplicate enrolments are when hotels enrol already existing members into PCR. Duplicate enrolments do NOT count toward a hotels incentive goal OR toward the hotel standards minimums If hotels are shown to consistently have high duplicate enrolments they will be further reviewed by PCR My hotel can never enrol the number of enrolments you want us to – I want to argue this with someone so they will change it.
  • Somerston Webinar

    1. 1. Priority Club Rewards Somerston hotels March 5 th 2010
    2. 2. <ul><li>Agenda </li></ul><ul><li>Introduction </li></ul><ul><li>PCR Standards </li></ul><ul><li>Enrol for rewards </li></ul><ul><li>Best Practices </li></ul><ul><li>Questions </li></ul>
    3. 3. PCR Members... stay more pay more cost less! + =
    4. 4. PCR Standards Express Check-Out Complimentary Newspaper Priority Club Training Signage and Applications Guaranteed Room Availability Member Recognition at Check-In Reward Nights Verifying Point Balance Enrolment Hotel Room Upgrades for Platinum Members Extended Check-Out Priority Check-In for Gold and Platinum Members
    5. 5. Reward Night Standard – NOT A NEW STANDARD <ul><li>Standard Overview - All hotels must accept Reward Night reservations. All hotel benefits (excluding Platinum upgrades) must be honoured for Priority Club Rewards members in conjunction with their Reward Night stays. </li></ul><ul><li>Compliance of Standard </li></ul><ul><li>5% inventory availability, measured on a random basis once per month, 3 times per quarter. Threshold = 100% compliance. Measurement will be on a calendar quarter basis. </li></ul><ul><li>Compliance Fees </li></ul><ul><li>Hotels that fail the standard on consecutive quarters will be penalized US$500 on their monthly PCR invoice from IHG. </li></ul><ul><li>To meet the Reward Night Standard </li></ul><ul><li>All hotels must accept Reward Night reservations </li></ul><ul><li>Members must receive the same level or service and hotel benefits that they normally receive on paid </li></ul><ul><li>stays, excluding complimentary upgrades for Platinum members </li></ul><ul><li>Reward Night inventory equal to 5% of the hotel’s guest room inventory will be allocated in the </li></ul><ul><li>HOLIDEXPlus system for both PERFORM/HIRO and non-PERFORM/HIRO hotels </li></ul><ul><li>The recommended price point for the IVANI (Reward Night) rate code is 5% off C1. </li></ul>
    6. 6. Priority Club Training Standard <ul><li>Standard Overview - Priority Club Rewards training must be completed annually as specified by Priority Club Rewards. Approved Priority Club Rewards material must be included in hotel New Employee Orientation programme. </li></ul><ul><li>Specifications of Standard - Completion of required training by assigned period. </li></ul><ul><li>Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized US$500 on their monthly PCR invoice from IHG. </li></ul>In EMEA : Hotel GM, PCR Champion and 2 other hotel employees must review the relevant Modules in PCR Expert and pass the post test with 100% scores on each to meet the PCR Training Standard. Measurement of the Training Standard will begin effective 05 October 2009.
    7. 7. Enrolment Standard <ul><li>Standard Overview - All hotels must enrol a monthly minimum number of guests into Priority Club Rewards. </li></ul><ul><li>Compliance of Standard - Assigned quarterly thresholds of Qualified Enrolments per chart below. </li></ul><ul><li>Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized US$500 on their monthly PCR invoice from IHG. </li></ul><ul><li>To meet the Enrolments Standard: </li></ul><ul><li>All hotels must enrol a minimum number of guests into Priority Club Rewards. </li></ul><ul><li>Enrollment minimums will be based on both IHG brand affiliation and hotel size as shown below. </li></ul><ul><li>To ensure that your hotel receives credit for all enrolments and that your enrolments are Qualified Enrolments” – please follow these steps: </li></ul>
    8. 8. Enrolment Standard
    9. 9. Enrolment Efficiency by owner group 2009
    10. 10. Enrolment Efficiency by owner group 2009
    11. 11. Enrolment Efficiency by owner group 2009
    12. 12. 2.0% 2.8% 0.7% EXETER M5, JCT. 29 EXEUK 0.2% 2.8% 2.6% STOKE ON TRENT XWHUK 2.5% 2.8% 0.4% BATH QQZBA 1.9% 2.9% 1.0% BEDFORD XQDBF 2.3% 3.0% 0.7% WARWICK M40, JCT.15 WARUK 2.8% 3.0% 0.3% MANCHESTER-SALFORD QUAYS MCHSK 3.0% 3.2% 0.3% HEMEL HEMPSTEAD LTNSP 1.8% 3.3% 1.5% EAST MIDLANDS AIRPORT EMLAP 3.1% 3.4% 0.3% LEEDS CITY CENTRE LEECC 1.5% 3.6% 2.1% LONDON-HAMMERSMITH LONHS 2.8% 3.8% 1.0% DROITWICH M5, JCT.5 DOTWC 2.6% 4.1% 1.5% LINCOLN CITY CENTRE EAMLC 3.8% 4.2% 0.4% DERBY PRIDE PARK DBYUK 3.3% 4.3% 1.0% MILTON KEYNES MLKEP 1.2% 4.3% 3.2% NEWPORT NPTCS 3.4% 5.1% 1.6% NORTHAMPTON M1, JCT.15 ORMGP 2.2% 5.9% 3.7% SWANSEA-WEST M4, JCT.43 SWSSA 9.2% 10.0% 0.8% BIRMINGHAM OLDBURY M5, JCT.2 BHXBP +/- 2009 2008 Hotel Name Hotel Mnemonic
    13. 13. 1.1% 1.2% 0.1% GLASGOW CITY-RIVERSIDE GLWST 0.5% 1.4% 0.9% LONDON-LUTON AIRPORT LTNAP 1.5% 1.5% 0.0% STIRLING SIRUK 1.4% 1.8% 0.4% EDINBURGH-WATERFRONT EDBLH 2.1% 2.1% 0.0% GLASGOW AIRPORT GLWAP 1.9% 2.2% 0.3% LONDON-CHINGFORD-NORTH CIRCULA LONCF 2.1% 2.3% 0.2% SWINDON-WEST M4,JCT.16 SWIWE 2.0% 2.3% 0.3% BRISTOL-NORTH BRSNR 1.5% 2.3% 0.8% INVERNESS INVUK 2.0% 2.4% 0.5% TAUNTON M5, JCT.25 TNTUK 1.9% 2.4% 0.5% NEWCASTLE CITY CENTRE NCLJB 2.0% 2.5% 0.5% DARTFORD BRIDGE DFBUK 1.6% 2.7% 1.1% LONDON-GREENWICH A102 (M) LONGM 0.7% 2.7% 2.0% CAMBRIDGE CBGCC +/- 2009 2008 Hotel Name Hotel Mnemonic
    14. 14. OK OK OK Cure OK OK OK XWHUK Stoke on Trent OK OK Cure Cure OK OK OK TNTUK Taunton M5, Jct.25 OK OK OK OK OK OK OK SWSSA Swansea-West M4, Jct.43 OK Off target OK OK OK Cure OK SWIWE Swindon-West M4,Jct.16 OK OK OK OK OK OK OK QQZBA Bath OK OK OK OK OK OK OK ORMGP Northampton M1, Jct.15 OK OK OK OK OK OK OK NPTCS Newport OK OK Cure OK OK OK OK NCLJB Newcastle City Centre OK OK OK Assess OK Cure OK LTNSP Hemel Hempstead OK Off target OK OK OK OK OK LTNAP London-Luton Airport OK Off target OK OK OK OK OK LONGM London-Greenwich A102 (M) OK Off target OK OK OK Cure OK LONCF London-Chingford-North Circula OK Off target OK OK OK OK OK LEECC Leeds City Centre OK OK Cure OK OK OK OK INVUK Inverness OK OK OK OK OK OK OK GLWST Glasgow City-Riverside OK OK OK OK OK OK OK GLWAP Glasgow Airport OK OK OK OK OK OK OK EXEUK Exeter M5, Jct. 29 OK Off target OK OK OK Cure OK EDBLH Edinburgh-Waterfront OK OK OK OK OK OK OK EAMLC Lincoln City Centre OK OK OK OK OK OK OK DOTWC Droitwich M5, Jct.5 OK Off target OK OK OK OK OK DFBUK Dartford Bridge OK Off target OK OK OK OK OK CBGCC Cambridge OK Off target OK OK OK Cure OK BRSNR Bristol-North OK Off target OK OK OK OK OK BHXBP Birmingham Oldbury M5, Jct.2 Training Enrolments Training Enrol+ments Reward Nights Enrolments Reward Nights HOLIDEX HOTEL NAME   Q1 2010     Q4 2009   Q3 2009
    15. 15. Hotel facing assessment Cure OK Cure OK OK OK OK XQDBF Bedford Cure OK Cure Cure OK OK OK WARUK Warwick M40, Jct.15 Cure OK Cure Cure OK OK OK SIRUK Stirling Cure OK Cure OK OK OK OK MLKEP Milton Keynes Cure Off target Cure OK OK Cure OK MCHSK Manchester-Salford Quays Cure OK Cure OK OK OK OK LONHS London-Hammersmith Cure OK Cure Cure OK OK OK EMLAP East Midlands Airport Cure OK Cure OK OK OK OK DBYUK Derby Pride Park Training Enrolments Training Enrol+ments Reward Nights Enrolments Reward Nights HOLIDEX HOTEL NAME   Q1 2010     Q4 2009   Q3 2009
    16. 16. Member Recognition Standard <ul><li>Standard Overview - All hotels must recognize PCR members and recognize their elite status during check-in. </li></ul><ul><li>Compliance of Standard - Hotels in regions outside of North America will be measured for compliance as the GuestView system is incorporated> Measurement will be conducted on a calendar basis. In the Europe, Middle East and Africa region this standard is subject to the GuestView system being operational, currently expected by Q3 2010. </li></ul><ul><li>Compliance Fees - Hotels that fail the standard on consecutive quarters will be penalized US$500 on their monthly PCR invoice from IHG. </li></ul><ul><ul><li>Hotels have an initial 12 months to hit this standard once the GuestView sysem is incorporated. </li></ul></ul><ul><li>TO MEET THE MEMBER RECOGNITION STANDARD: </li></ul><ul><li>Each morning hotels must retrieve the PCR Guest Arrival List through the property PMS to identify PCR members arriving at hotel. </li></ul><ul><li>Hotels must greet members and recognise their Elite status at time of check-in. </li></ul>
    17. 17. Enrol for Rewards is our new, refreshed, global staff incentive scheme that rewards front desk teams for recruiting new members to Priority Club Rewards. The new initiative is designed to bring you an enhanced set of tools to make it easier for you and your team to achieve the new standards set for the year ahead and to earn great rewards in the process. Enrol for Rewards...
    18. 18. Launch pack In early January a launch pack containing a cover letter to the General Manager / PCR Champion, programme tracking poster, top tip calendar and other useful elements, were sent to each property to help track results on a daily basis and provide all the useful points of contact for questions relating to Enrol for Rewards.
    19. 19. A new website A global web portal has been developed which will provide more real time communications with hotels.
    20. 20. Ongoing communications Each quarter there will be additional opportunities to earn extra Enrol for Rewards credits and PCR points, through regular promotions and mystery calls… The first of these will be our ‘New Year, Now Yours’ promotion running from January to March – more details to come on the following slides.
    21. 21. Get involved in 2010
    22. 22. How to participate in 3 easy steps… <ul><li>1. First, you must appoint a PCR Champion*. </li></ul><ul><li>The PCR Champion is required to register online through our dedicated website (we have also sent an e-mail at the beginning of January for initial sign ups). We will then direct all communications to this appointed person on a monthly basis advising them of credits awarded and how to claim on redemptions. </li></ul><ul><li>3. ENROL, ENROL, ENROL!…… The name of the game is to generate as many qualifying enrolments each month as possible! Remember, credits = rewards! </li></ul><ul><li>Teams will only be rewarded if they meet or exceed the monthly minimum incentive targets assigned to each property (Standards). Teams who achieve less than the required monthly minimum do not qualify. </li></ul><ul><li>The PCR Champion will act as the expert in your property for all issues relating to Enrol for Rewards and PCR, and will manage the redemption of credits for your front desk teams. </li></ul>
    23. 23. New enrolment standards <ul><li>Every hotel in the IHG group has now been assigned a PCR Enrolment Standard goal </li></ul><ul><li>based on brand and room count, to bring fairness across the system and continue to </li></ul><ul><li>increase our membership base. </li></ul><ul><li>If you’re unfamiliar with your new goal, take a moment to look at the Enrolment Standard </li></ul><ul><li>grid above and check your hotel's monthly Qualified Enrolment (QE) goal. </li></ul>
    24. 24. How it works <ul><li>All enrolments/prizes are transferred into credits which can then be converted into rewards – enrolments should be captured every day using the tracker poster supplied in your launch pack. </li></ul><ul><li>There are many fantastic rewards on offer and credits can be redeemed either on a monthly basis or accumulated for something special. </li></ul><ul><li>Achieve the minimum enrolment criteria and receive 20 credits for every qualifying enrolment. Start redeeming from just 200 credits. </li></ul>QUALIFYING ENROLMENTS = CREDITS = REWARDS!
    25. 25. Teams can choose from the following rewards Priority Club Points Treat Yourself Vouchers Amazon Gift Vouchers
    26. 26. <ul><li>Ensure all POS materials are displaying correctly </li></ul><ul><li>Ensure front desk staff are encouraging guests to enrol </li></ul><ul><li>Please help promote the programme and campaigns </li></ul><ul><li>Ensure all front desk staff are aware of the programme </li></ul><ul><li>Don’t forget to register your hotel. It’s not too late to sign up! </li></ul><ul><li>Make sure PCR champion details are up to date. </li></ul><ul><li>Go to the PCR training tool available in My Learning on Merlin. This tool was created to help answer questions about PCR and provide instruction on how to sign up new members quickly and easily. </li></ul><ul><li>Any problems …let us know, as doing nothing is not an option! </li></ul>Customer Awareness Internal Awareness Help us help you
    27. 27. The Tools
    28. 28. Daily Tracking Poster <ul><ul><li>Remember to capture enrolments every day using the tracker poster supplied in your launch pack. </li></ul></ul>Daily tracking poster
    29. 29. Project Spotlight Reports Project Spotlight is a tool designed to put your hotel in charge of its Qualified Enrolment (QE) performance. Every month, your hotel is rated against last year’s QEs for a the same month and ranked against your Enrolment Standard category.   You can use Project Spotlight to monitor enrolment performance and spot trends before they become habits! This will enable you to start making necessary changes before your enrolling team slips behind. Every month your hotel will be tagged with a Project Spotlight status that will clearly communicate how your hotel is doing.   Project Spotlight Report
    30. 30. Mystery callers <ul><li>If a member of your Front Desk team answers the phone and it’s the Mystery Caller, your team can win 5,000 Priority Club points if they can answer a few simple questions about the programme. </li></ul><ul><li>All they’ll need to know to win is: </li></ul><ul><ul><li>- a fact about the current month’s Project Spotlight report </li></ul></ul><ul><ul><li>- a fact about the current quarterly overlay incentive </li></ul></ul><ul><li>  </li></ul><ul><li>Make sure your team is prepared to win by updating their Enrol for Rewards programme poster every month. You won’t know when to expect a call, but each hotel will be called once per quarter – so there are lots of points to be won. </li></ul>
    31. 31. Q1 Promotion
    32. 32. Oct Dec Nov Sep Aug Jul Jun May Apr Mar Feb Jan Year Q1 Multi Brand to 31 st March Q2 Multi Brand Q3 Multi Brand Q4 Multi Brand to 30 th June to 30 th September to 31 st December 2010 Core Activity Calendar...
    33. 33. Q1 Promotion: New Year. Now Yours! <ul><li>Campaign Details: </li></ul><ul><li>Meet your Qualifying Enrolment Standards in January, February and March 2010 and each month you’ll be entered into a prize draw to win thousands of pounds worth of Enrol for Rewards credits: </li></ul><ul><ul><li>January: 1 x £1,000, 3 x £500 & 10 x £100 </li></ul></ul><ul><ul><li>February: 1 x £1,000, 3 x £500 & 10 x £100 </li></ul></ul><ul><ul><li>March: 1 x £1,000, 3 x £500 & 10 x £100 </li></ul></ul>Q1 Promotional poster To help you kick start 2010, we’re giving every team that hits their enrolment goal the chance to win up to £1,000 worth of credits to spend on ‘new year, new you’ goodies!
    34. 34. Q1 Promotion: New Year. Now Yours! <ul><li>Campaign Details: </li></ul><ul><li>Draws will be held on a monthly basis and prizes will be awarded in credits, which in turn can be exchanged for: </li></ul><ul><ul><li>Amazon gift certificates </li></ul></ul><ul><ul><li>Treat Yourself vouchers </li></ul></ul><ul><ul><li>Priority Club points </li></ul></ul>Q1 Promotional Fact Sheet
    35. 35. Remember…
    36. 36. PCR Members... stay more pay more cost less! + =
    37. 37. Open Session <ul><li>Best Practices </li></ul><ul><li>Priority Check-In – room should be allocated and key pre-cut but not checked in until the guest arrives. </li></ul><ul><li>Priority Check-In: Priority Club members’ registration sheet, do not leave this sheet out on the counter as this is in violation of the Data Protection Law. </li></ul><ul><li>Member recognition – confirm the level of membership (I see that you are a Platinum member sir) and mention newspaper i.e. available in the morning from reception </li></ul><ul><li>Platinum member room upgrades – mention the fact that you upgraded the room so the guest knows you did it….. Or if not possible to provide an upgraded room on this occasion then also say this to the guest. </li></ul>
    38. 38. Questions
    39. 39. Thank You