Shenzhen friends and international Hotel Plaza Limited
Telephone: (86) 0755-8998 8888
Fax: (86) 0755-8998 8299
Web site: www.yohohotel.cn
Address: No. 588, Jixiang Road, central city, Longgang District, Shenzhen.
Nearly two years after the acquisition of Starwood, Marriott International Group has made significant progress in its integration.
In April 17th, Marriott International Group announced that in August 2018, it will start the integration of the integration of Wan Howard appreciation, Ritz Carlton rite reward and SPG club member plan and unified membership courtesy. Under the new rules, members can be upgraded faster, easier to obtain integration and exchange points, and the mobile end will be more abundant.
Membership plan and system integration are considered to be difficult points in the integration work. Wan Hao planned to complete platform integration at the end of 2018.
Shi Kangrui (Craig S. Smith), President and managing director of the Asia Pacific International Group, said at a conference held in Shanghai on the same day that the name of the three member plans would be retained for the time being until the new permanent guest program was announced in 2019.
The news of the integration of member plans was first made public at the conference held in the United States headquarters in the evening of April 16th Beijing time. It is worth mentioning that Marriott put the Asia Pacific Conference in Shanghai of Greater China and not Hongkong in the Asia Pacific region.
It is worth noting that in 2018, the Marriott International flag will have nearly 50 hotels in the Greater China, covering various types of brands such as luxury, high-end and feature selection, as well as the layout of the middle and two or three line cities. "We will continue to develop luxury brands rapidly in China because Chinese tourists are very mature and Mita Kihiro." Shi Kangrui told the twenty-first Century economic reporter that Marriott is developing the hotel brand at all levels, but it is also necessary to realize that the consumer group at the El Luxor Hotel may be the consumer group in the high - and middle - end hotel market in the future.
Integration of membership plans
Fang Guoyu (Peggy Fang Roe), the chief marketing officer of the Asia Pacific International Group, told economic reporter on twenty-first Century that the Marriott joint venture with the Alibaba will upgrade its business, including visitors to the Marriott flagship store at the fly pig for the first time to all hotels under the 10000 flag and enjoy the discount. Membership price.
She also disclosed that in late 2018, the integral of Ali members and Marriott members will be converted to each other, that is, the members of Ali can convert their points into Marriott integral in the travel, and Marriott members can also use the integral on the Ali Taobao Tmall and other platforms to buy things.
If Fang Guoyu introduced the three major guests, members could choose accommodation in more types and more large number of hotel line-up, and could reserve 6500 hotels, including 29 hotel brands, in 127 countries and regions around the world, with all Marriott International Hotels.
In addition, after the merger, Wan rite reward, Ritz Carlton ritual reward and SPG club will be promoted to higher level of membership standard, for example, members will be able to get a silver card membership for 10 nights and be able to get gold card membership for 25 nights. It is much easier to get platinum membership for Wan Hao Li and Li Si Carlton.
The integral calculation standard will also be unified. SPG members will convert the existing integral into a new integral in accordance with the standard of 1 to 3 in August. Members will be more likely to accumulate points than they did before. The SPG club, the WAN rite reward and the Ritz Carlton offer the members to get 10 points per spend of $1 in most hotels, that is, an average of $1 per consumption will earn about 20% or more points more than before. Since August, apart from the accumulation of accommodation, all members can start to accumulate points through catering and other miscellaneous consumption during their stay.
In order to make members more convenient to exchange points, all hotels that participate in the regular guest plan will not limit the date of residence, no matter whether it is the booking season or not, members can use integral exchange free accommodation awards at all hotels. The standard of accommodation for non peak season and peak season will be launched in 2019.
In addition, the digital and mobile end experience will also be upgraded. If it is disclosed by the country, the members will be able to complete the check-in and check out procedures, the room readiness prompt and the direct communication with the hotel customer service through mobile mobile terminal. In specific hotels, members can use their smart phones instead of room cards.
Membership programs are usually viewed by hotel groups as a weapon to deal with competition from OTA (online travel agency), other hotel management companies and shared accommodation. Marriott's 2017 results show that by the end of that year, Marriott had nearly 110 million members.
At Marriott's 2017 Q4 and annual financial telephone conference, Leeny Oberg, the chief financial officer of Marriott International Group, said that in 2017, Marriott had a direct reservation of 70%, most of which came from loyal members, and a slowdown in the volume of bookings from OTA in 2017.
When OTA and other distribution channels failed to meet expectations, Marriott began to take measures to reduce distribution costs. In January 2018, Marriott International announced that from March 31st, the proportion of the Commission will be reduced from 10% to 7%, covering hotels in the United States and Canada.
"This reflects that it has the strength of active attack, and is also related to the smooth integration." "I think the progress of Marriott integration is ideal, because the workload is huge, and the integration cost is up to 100 million dollars in 2017," Zhao Huanyan, the chief knowledge officer of the hotel industry expert and Huamei advisory body, told an economic reporter in twenty-first Century.
It is noteworthy that the new membership program also strengthens the content of the local tourism experience. 1000 destinations provide more than 110 thousand travel experiences, and guests can cash in the local tour experience and tickets, and members can also use integral convertibility.