FAIRFIELD INN

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FAIRFIELD INN SUITES 2012 MARKETING PLAN
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2012 FAIRFIELD INN SUITES

• Facing Intense Competitive Pressure Hampton and
  HIX lead the moderate tier segment on Product,
  Service, and Value, while FIS is in the middle of
  the pack.
• Strengthening product to improve performance
  With launch of enhanced Gen 4 product, FIS has
  opportunity to drive distribution, increase
  awareness and improve consumer preference.

OVERVIEW
POSITIONING
Travel with Confidence FIS provides everything
you need and the respect and courtesy you deserve.
Fueling Productive Stays
CORE MESSAGE
The Resourceful Achiever Frequent business
travelers (FBTs) who strive to live efficiently
and lead productive lives on the road. They
overcome travel inconveniences to consistently
deliver a job well done.
TARGET
NORTH AMERICA
DISTRIBUTION
North America 670 Pipeline 130
North America 10.0M placeholder
BUDGET
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2012 FAIRFIELD INN SUITES
KEY DRIVERS

• Intense Competitive Pressure In the moderate
  tier, FIS distribution is in 5th position
  trailing more than 1000 units behind Hampton, HIX
  and Comfort Inn and 120 units behind La Quinta
  putting FIS at a disadvantage in awareness and
  marketing spend. Hampton, HIX and Comfort
  outspend FIS by 4-5X in marketing /advertising.
  Hampton and HIX lead the segment on product,
  service and value while FIS is in the middle of
  the pack.
• Aging Product Pulling Down Performance Aging
  FIS hotels (Gen 1 2) represent over 30 of the
  FIS brand and negatively impact overall
  performance.
• Strengthening product to improve performance
  Launch of new Gen 4 (Perspectives) product design
  expected to drive distribution, increase
  awareness, shift business mix and improve brand
  preference.

CORE MESSAGE

• Fueling Productive Stays
• Key Proof Points
• Design Ample work space Modern and refreshing
  decor. Comfortable workspace that allows the
  hotel to become an extension of the work place.
• Value- Provide free WiFi/Internet and
  complimentary breakfast.
• Courteous efficient staff/service Understand
  the needs of business travelers and there to
  assist when needed.

NORTH AMERICA
TARGET

• Primary The Resourceful Achiever FBTs who
  strive to live simply and lead productive lives
  on the road. They overcome travel inconveniences
  to consistently deliver a job well done.
• Demographics
• 75 male
• 69 married
• 43years old is mean age
• 122k mean HH income
• 80 college educated
• 87 Caucasian
• 64 are Suburbanites
• Secondary Target PT Freebird Couples (Even mix
  of males and females, ages 55-74, married, no
  children in the household.)

• Psychographics
• Lead productive lives on the road and at home,
  however, they also seek overall balance in life.
• When on business travel tend to be more work
  focused. Less apt to focus on play.
• 31 say they will always live simply no matter
  their income vs. 23 for CY.
• Travel by air (mostly coach) and dine at casual
  restaurants.
• Less adventurous than other FBTs and not swayed
  by fads.

KEY COMPETITORS
Hampton maintains strong, consistent performance
despite their size (1800 hotels, 1000
owners) HIX IHG re-branding efforts of HI/HIX
make HIX an even bigger threat to FIS. Comfort
Inn/Suites distribution leader in moderate tier,
continuing prune and plant strategy and
introduced consultative QA which might be
contributing to improved preference. La Quinta
leads FIS in distribution(805 vs. 666 FIS),
preference and awareness.
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MACRO BUSINESS OBJECTIVE Solidify Fairfields
position within the moderate tier by increasing
intent to recommend from 39 to 45 by 2015
2012 FAIRFIELD INN SUITES
OBJECTIVES
STRATEGIES
METRICS

• Statistically significant lifts in break-through,
  branding and in key message communication,
  likeability and consideration via Dynamic Logic.
• Bookings/Revenue
• Incremental revenue
• Measure lift in consideration and perception via
  brand tracker
• Media impressions.
• Unique Monthly Visitors
• Customer engagement (measures TBD) via social
  media and other channels
• Statistically significant lifts in awareness and
  consideration.
• Media impressions.
• Unique Monthly Visitors
• Sweepstakes entries
• Customer engagement (measures TBD) via social
  media

• Solidify FIS position in the moderate tier by
  driving B/T consideration and bookings
• Elevate perceptions of the brand.
• Drive consideration among profitable personal
  travel target, Freebird Couples

• Continue to build an emotional connection with
  business travelers by expanding Lets Get it
  Done campaign into new media channels.
• Continue targeting Marriott Rewards members by
  leveraging high impact MR channels.
• Continue to leverage CFRST small business
  marketing efforts.
• Act Big through innovative PR and marketing
  programs that demonstrate how FIS is evolving
• Showcase the brands rich heritage and future
  outlook via evolution to the new Gen 4 design and
  décor.
• Develop a 25th Anniversary celebration.
• Develop program highlighting halo properties in
  order to generate buzz and lift perception of the
  total portfolio.
• Continue College Tours program leveraging PR,
  social media, property level activation and
  sweepstakes.
• Continue to leverage portfolio leisure segment
  marketing efforts.
• Develop and refine partnerships with amateur
  sports, weddings, and FB programs.

NORTH AMERICA
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2012 FAIRFIELD INN SUITES
CHANNEL/ ACCOUNTABILITY
PROGRAM/ACTIVITY
METRICS

• Mobile create consumer validated mobile
  experiences and advertising campaigns to
  differentiate FIS within the larger portfolio
  mobile initiative. Test performance mobile
  display.
• M.com Add video tour to FI.com.
• Paid Search Drive B/T and L/T bookings. Expand
  mobile PPC presence. Activate/test new paid
  opportunities, where possible.
• Performance Display test acquisition campaigns
  focused on in-market travelers leverage
  site-wide retargeting campaigns
• Develop multi-city tour featuring build out of
  Gen 4 (Perspectives) design/décor. Communicate
  rich heritage of the brand and the evolution to
  new Perspectives design.
• Develop 25th Anniversary celebration activation
  with consumer and MI associate facing elements.
• Highlight halo properties with property level
  activations/events. Form story around a FIS
  Collection of signature properties with
  distinctive design reflecting local color.
• Continue College Tours program leveraging PR,
  social media, property level activation and
  sweepstakes.
• Develop new FIS partnership for Amateur sports
  (i.e. US Youth Soccer)
• Continue Marriott Rewards Bonus Points Promotion.
• Leverage promotional opportunities with AmEx
  OPEN/small business program
• Develop renovation tools reflecting Perspectives
  design.

• Mobile bookings/revenue and engagement
• M.com - site bookings/revenue and engagement
• Paid Search bookings/revenue
• Performance Display bookings/revenue
• Media impressions.
• Unique Monthly Visitors
• Customer engagement (measures TBD) via social
  media and other channels
• Statistically significant lifts in awareness and
  consideration.
• Incremental revenue

• Ecommerce
• Mobile
• M.com
• Paid Search
• Performance Display
• Public Relations
• Sponsorships

NORTH AMERICA
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2012 FAIRFIELD INN SUITES
CHANNEL/ ACCOUNTABILITY
PROGRAM/ACTIVITY
METRICS
Digital, Print Social Media

• Develop additional creative to support a more
  fully integrated campaign. Consider adding print
  and OOH to the Lets Get it Done campaign.
• Fully leverage Facebook presence to support all
  program efforts.
• Continue to leverage CFRST segment marketing
  efforts (Small Business, Leisure).
• Leverage Marriott Rewards Connect application for
  social media and mobile
• Leverage Marriott Rewards Insiders and explore
  developing Brand Loyalist community and/or FIS
  affinity group off of the Insiders community

• Statistically significant lifts in break-through,
  branding and in key message communication,
  likeability and consideration via Dynamic Logic.
• Customer engagement (measures TBD) via social
  media and other channels

NORTH AMERICA