2. Leveraging Loyalty

3. Choice Privileges had reached a crossroad in 2015\
Somewhere in Rockville, MD, 2015

4. To be competitive, we needed to position our program differently… introducing:

5. Your Extras: Weeknight Stays Just Got More Rewarding!
Members get instantly rewarded with a little something extra — right at check-in! Any point-eligible stay that includes at least one Sunday through Thursday night qualifies.
100 Airline Miles
$0.20/Gallon in Fuel Rewards Savings
$2.50 Amazon Credit
$5 Starbucks Gift Card
NEW! $2.50 Uber Trip Discount
500 Bonus Choice Privileges® Points

6. The Industry Has Noticed
Choice Privileges jumped from 11th place to 2nd place this year.

7. Guests are noticing too…and are joining the program at record pace!
We hit 28M global members in August
We enrolled more members halfway through than we did in any year prior to 2014

8. Enrolling Choice Privileges Members
And Why it Matters

9. Reminder: Third party rates are expensive
BAR Rate: $100
15%+ Commission: $15*
Net Rate: $85
* Other System and royalty fees apply, based on brand and channel of booking.

10. Enrollments = Future Profits
Point-Ineligible Rate:
+$180 revenue per year
65%
Not Enrolled
Enrolls
Source: Business Intelligence 2015 data

11. Enrollment Rate has Room to Improve!
Out of all eligible guests, 11% were signed up. Ascend hit an all-time brand high of 17% in September… which means we can do better!

12. Tools for You

13. Your Front Desk Can Get Rewarded
New Enrollment: points
Valid Address: 100 points
200 points!
Special Front Desk Incentive Until Nov. 30:
500 Points
250 each for a new enrollment and valid address
Plus guests enrolled on non-eligible rates will earn 500 points too!

14. Employees Can Redeem 5,000 Points for $25 Gift Cards
That’s just 10 enrollments for a $25 gift card!

15. Ready…Set…Enroll!
Make sure your staff are members
Get them trained
Involve the whole team
- Getting them enrolled through the link ensures that you or the GM don’t have to do anything – your staff is flagged as an employee in our system
- Training is available on both ChoiceUniversity and Choice Central
- Get everyone involved – set goals for each staff member, have a friendly staff competition (who doesn’t love competition?) – hotels that have fun with it do the best

16. “Let me click the button to make you a part of Choice Privileges
“Let me click the button to make you a part of Choice Privileges. Then you’ll earn points for free nights, gift cards or airline miles.”
A 100 room hotel in Avon, Ohio, and they routinely enroll at a clip of 400 enrollments per month. This was their secret:
Click of a button – means it’s easy. No guest wants to stand and wait at the front desk.
Emphasize the big 3 – free nights, gift cards or airline miles
Assumptive sale often results in a ‘thank you’ from the guest – make it seem like you’re doing the guest a favor by enrolling them.

17. Enroll more guests in Choice Privileges so we can:
Win their next stay
Drive return through central channels
Reduce your loyalty fee
Reward your employees