Social Media Overview

Caroline Michaud | Chicago Social Media Team Caroline Michaud | Chicago @carolinemichaud Vice President, Corporate Communications & Public Relations Megan Breehl | Chicago @megbreehl Manager, Social Media Allie Lee | Beijing Coordinator, Public Relations & Social Media – China Updated May 2016

Our Mission Create top-of-mind awareness for Preferred Hotels & Resorts as the world’s premier independent hotel brand by connecting with member hotels, industry influencers, media personalities, and passionate travelers to inspire, share, and promote the pursuit of authentic travel experiences. Updated May 2016

Daily Social Media Activities Interact and create a dialogue with travelers, hotel partners, industry influencers, and media Keep followers informed on the latest brand news and developments Inspire and inform followers of authentic travel experiences available at member hotels worldwide Provide an inside look at the Preferred Hotels & Resorts culture by sharing photos and updates from our employees, whether in the office, at a member hotel, in a unique city, or at an industry event Promote brand programs including iPrefer, Preferred Family, Preferred Pride, and Preferred Golf Drive traffic to PreferredHotels.com by sharing compelling call-to-action offers such as co-op marketing programs, flash sales, etc. Updated May 2016

It’s a big world. What do you Prefer? #ThePreferredLife It’s a big world. What do you Prefer? #ThePreferredLife represents any experience that embodies the joy, the romance, and the inspiration of travel. #ThePreferredLife is… Preferred Hotels & Resorts’ evergreen brand campaign on social media An online community of consumers, partners, media, and associates looking to engage and share memorable travel moments #ThePreferredLife should be used to describe… Any awe-inspiring program, activity, setting, view, etc. offered at a member hotel The unique qualities – personality, service, style, or culture – of a member hotel that embody genuine, authentic hospitality and provide guests with a true sense of place Any product or experience that immerses travelers in local culture, whether consumed on property or while exploring a destination Any exciting innovations or announcements that contribute to the dialogue of independent hotels Updated May 2016

How We Promote #ThePreferredLife Updated May 2016

Examples of How to Showcase #ThePreferredLife at Your Hotel Updated May 2016

Member Hotel Best Practices To optimize results with the @PreferredHotels team: Make sure your hotel is active on social media so our team can engage, gather news, share your photos, recommend you to followers, etc. Follow us and engage back! Become our fan on Facebook, chat with us via Twitter, get inspired on Instagram, and stay in the know with LinkedIn. Join the community by incorporating @PreferredHotels and/or #ThePreferredLife in posts. Share with your followers how they can earn points through iPrefer, experience #ThePreferredLife, and more. Need inspiration for posts? See our templates on PreferredNet. Participate in our Brand Ambassador Program. We recruit social media influencers to stay at member hotels and share photos and updates from their experience with their followers, using #ThePreferredLife. Co-host or participate in our bi-monthly Twitter chat #PreferredChat. Learn about upcoming chat dates and themes on PreferredNet. Stay up to date on upcoming social media promotional opportunities with Preferred Hotels by checking our PreferredNet page monthly. New programs? Renovations? Stunning photos that compel travelers to book a stay at your property right now? Submit images and timely information you would like us to consider sharing on our brand channels to SocialMedia@PreferredHotels.com. Updated May 2016

Tips & Tricks Share real photos, not professional property photography that already appears on the hotel website. Travelers look to social media to get a better idea of the real, in-the- moment experiences they could have at your property. Be the local expert. What off-the-beaten-path sites and attractions do you recommend to guests looking for “spots the locals go”? Share these tips with followers! Listen! Pay close attention to what your guests are saying and what aspects of your property they are finding Instagram-worthy. Share their photos and positive comments for other potential guests to see, and use their feedback to adapt and improve. Act Fast. Real-time interactions show personalized service and attention. If a guest posts that they are celebrating a birthday, surprise them with Champagne or cupcakes at turndown. If someone posts a complaint, have a manager reach out immediately to contain the negativity and resolve the situation quickly. Get educated on the purpose and value of each social media site (Facebook, Twitter, Instagram, etc.). The motivations, interests, and demographics of followers vary greatly by channel. Updated May 2016

Questions? Information to Share? Want to Partner with Us? Megan Breehl Manager, Social Media socialmedia@preferredhotels.com + 1 312 542 9271 Updated May 2016