2017 Operation Corporate Drill Down OCDD 1272020 Operation

2017 Operation Corporate Drill Down (OCDD) 12/7/2020

Operation Corporate Drill Down (OCDD) Overview What is Operation Corporate Drill Down? • During the months April through June, each Preferred Hotels & Resorts Global Sales Director together with the Revenue Account Management Team will schedule a meeting or conference call with corporate hotels within their region to conduct a strategic account assessment and assist hotels in preparing for the 2017 RFP season. Who will participate? • Preferred Hotels & Resorts Global Sales Directors and Revenue Account Management Teams • Hotel Directors of Sales & Marketing, Corporate Sales Managers, Revenue Managers. 12/7/2020

Operation Corporate Drill Down (OCDD) Purpose/Objectives What is the purpose/goal of OCDD? • Determine sales strategies to maximize business from existing corporate accounts and consortia/TMCs • Identify new business opportunities and streamline existing account base • Evaluate industry trends and RFP requirements • Discuss best practices for the preparation of the corporate survey • Improve collaboration between Sales and Revenue Management Teams in the account assessment and rate loading process • Focus on data analysis and strategy development and implementation to prepare for the upcoming RFP season • Complete the Action Plan provided by PH&R and implement the discussed strategies 12/7/2020

Operation Corporate Drill Down (OCDD) Hotel Preparation Guidelines What to prepare prior to the OCDD? Complete the attached Excel spreadsheet “Account Assessment & Action Plan” How many accounts should be reviewed/targeted? • Hotel has less than 100 rooms Ø Provide your top 15 accounts • Hotel has 100 -300 rooms Ø Provide your top 20 accounts • Hotel has over 300 rooms Ø Provide your top 25 accounts *The above number of accounts should not be exceeded when providing data via the “Account Assessment & Action Plan” spreadsheet 12/7/2020

Operation Corporate Drill Down (OCDD) Top Accounts – Definition What are my top current accounts? Accounts that are of most significance to your hotel for 2016 and 2017, and that you would like to discuss with your PH&R Sales and Revenue Team. These accounts can include the following: • Your top performing accounts • Accounts you would like to develop further • Critical accounts that show a drop in production What are my top targeted accounts? These accounts can include the following: • New accounts that show potential for your hotel • Existing accounts that you would like to develop further 12/7/2020

Operation Corporate Drill Down (OCDD) Hotel Preparation – Action Requested What is necessary to prepare the “Account Assessment & Action Plan”? Current Account List, Consortia List and Competitive Set Information • Current account list (max. 25 accounts) • • Provide a list of the corporate accounts you are currently working with both on a global and local level Provide a list of your corporate group accounts • Current consortia list • Provide a list of all consortia/TMCs you are currently working with • Competitive set information • • 12/7/2020 List your key competitors and indicate your competitive advantage Familiarize yourself with your comp sets pricing structure

Operation Corporate Drill Down (OCDD) Hotel Preparation – Action Requested What is necessary to prepare the “Account Assessment & Action Plan”? Current Account Performance (The number of top accounts provided should be in line with the guidelines on slide 4) • 2015 full year & 2016 YTD production data from Syn. Xis reports • Provide your top accounts from the following Syn. Xis reports: Ø Track>Reports>Reservations>Travel Agent Production (determine which consortia is involved in your top agencies’ bookings) Ø Track>Reports>Reservations>Consortia (determine which rate codes/ accounts are booked by your top agencies/TMCs) • 2015 full year & 2016 YTD production data from your March or April 2016 Production Workbook • Provide your top accounts by reviewing sheet 6 “Rate Plan” and sheet 8 “Travel Agency” 12/7/2020

Operation Corporate Drill Down (OCDD) Hotel Preparation – Action Requested What is necessary to prepare the “Account Assessment & Action Plan”? Targeted Account List (The number of top accounts provided should be in line with the guidelines on slide 4) • Industry reports (Hotelligence, TMC reports) • Provide your top priority accounts from the Hotelligence report for April 2016 YTD “DS Agencies – Top 50 By Comp Set Revenue for All Rate Types” • Provide your top priority accounts based on the American Express Report “Q 4 2015 Top 50 Cities” (sort by your 3 -letter airport code) • Take into consideration room night production, average daily rate and length of stay • 2016 RFP Rejections / 2015 RFP Acceptances lost in 2016 • Determine why RFPs have been rejected/lost and re-target accounts if applicable • Review the account profiles on the Member Portal • Review the RFP criteria, city volume reports and office locations in order to ensure the targeted account is the right fit for your hotel and vice versa 12/7/2020

Operation Corporate Drill Down (OCDD) Next Steps What’s next? • Upon completion of the “Account Assessment & Action Plan” spreadsheet please send it to your PH&R Global Sales Director so a date for the OCDD meeting can be set. • Your PH&R Sales Director and dedicated Revenue Account Management Team Member will either meet with you in person or set up a Web. Ex conference call to go over your accounts and establish an action plan for 2017. • After the Operation Corporate Drill Down meeting/conference call please make sure to complete the Corporate Survey for your targeted accounts by May 31 st, 2016. 12/7/2020

2017 RFP Process Timeline q April, May & June Operation Corporate Drill Down q April 19 th Preferred Hotels & Resorts 2017 Corporate q May - October Survey launch to hotels Corporate client pre-bid meetings q June 2017 i. Bid Lanyon registration launches q May 31 st Corporate Survey Submittal Deadline for Hotels q July – November RFP’s are launched (peak Sept & Oct) q September – December Renegotiation process q November – December Acceptance/Rejection notifications q December – January Final Notifications and rate audits 12/7/2020

Corporate Account Survey Overview What’s the purpose of the Corporate Transient Account (Pre. Qualification) Survey? • This information will supply our PH&R Sales Team critical information/insight that are required by the Travel Decision Makers in order for your hotel to be considered in the solicitation process for our key managed accounts. What does the PHG team do with this information? • The PH&R Sales Team utilizes the information as one of their key tools when nominating hotels for RFP bid inclusion. They present this information to the Travel Decision Makers during Pre-RFP one-on-one meetings/conference calls. What happens if I don’t submit the survey? • Your property will miss out on target account opportunities to be reviewed by Corporate Travel Decision Makers that may be accepting unsolicited bids. 12/7/2020

Preferred Hotels & Resorts Global Sales Contacts Region Area Office Location Global Sales Contact United States America East New York City, NY Daniel Reid Jamie Brown America Southeast Miami, FL Danielle Haar America Central Chicago, IL Laura Mori Mary. Ann Rodriguez America Southwest Houston, TX Kimberly Harris America West Newport Beach, CA Emily Reynolds Michelle Minassian Canada Toronto Vanessa Gromer Latin America Mexico City Karina Blanchet Jose Luis Galindo South America Sao Paulo, Brazil Simone Mariote Camilla Juliao Felipe Bueno Africa Cape Town Johannesburg Caroline Daniel Angela Van Staden Africa 12/7/2020

Preferred Hotels & Resorts Global Sales Contacts Region Country Office Location Global Sales Contact Asia Pacific China Beijing Lewis Gui China Hong Kong Sherona Chan & Benjamin Banh China Shanghai Amy Pang Japan Tokyo Kaori Yamaguchi Singapore Nicole Foo Sydney Australia Carolyn Holmes New Delhi India TBD United Kingdom London Wendie Esposito, Niklas Hoff and Pia Ametsbichler France Paris Stephane Marcet Germany Munich Stephan Brauer Italy Milan Silvia Lavazza Spain Barcelona Eva Oller Russia Moscow Elvira Tarasenko United Arab Emirates Dubai Nabil Hassanieh Europe Middle East 12/7/2020