Date: Thursday, 5 May 2011
Subject: Q3 2011 Hilton HHonors™ “Double Your HHonors” Promotion
–ACTION ITEMS REQUIRED PRIOR TO 16 MAY 2011--
We are pleased to announce the 2011 Q3 Hilton HHonors™ System-wide Promotion – Double Your HHonors. This promotion has been developed based on a needs assessment conducted by the Customer Marketing team and Revenue Management team members across Hilton Worldwide. It is designed to be a global offer that can increase share/folio, while also serving the broadest possible needs for our hotels while complementing additional HHonors and DoubleTree by Hilton™ promotions.
Promotion Details: Q3 2011 HHonors “Double Your HHonors”:
Rationale: To deliver a compelling global offer whilst encouraging HHonors growth and deeper engagement with existing HHonors members, as well as new HHonors members through Hilton Worldwide channels, partner channels and external media buys. This promotion will further introduce our new HHonors identity. We are also looking to drive deeper engagement with our airline partners through cross-promotion of this campaign in their channels. Additionally, the airline component will help the HHonors program to purchase a large percentage of its contractual miles obligation (as required with some carriers) during Q3
Promo Name: Double Your HHonors
Promo URL:
Double Points Double Miles - Coming Soon
Offer: HHonors members choose Double Bonus Points or Double Miles
during the promotional period.
No limit on Bonus Points or Miles earned
Hotels will pay 2% of folio for registered HHonors members (see details below)
Valid Stay Dates: 1 July – 30 September 2011
Live Dates: 22June 2011 – Pre-Registration e-mail/link to Gold & Diamond members
28 June 2011 – Global email launch to all Blue & Silver HHonors members and Non HHonors emailable guests
1 July 2011 – Global Launch & Stay Period
Eligibility: All hotels system-wide are eligible and must opt-out to not participate.
All airlines partners are participating and marketing this promotion in their channels (American Airlines will not be marketing this in their channels). Additionally, Delta Airlines is promoting this offer with a “bonus” to their members who can receive triple Delta SkyMiles when they register for this promotion via Delta’s channels.
Cost for hotels: New Cost Structure for Fee Savings.
Participation fees are 2% of folio, capped at a maximum of US$30 per eligible stay by HHonors members registered for the promotion.
Opt- Out Process: ACTION ITEM REQUIRED PRIOR TO 16 MAY
If you have a compelling reason to opt-out, you must discuss with your Regional Director of Brand Performance to obtain approval to do so no later than 16 May 2011.
Considerations: • By capping hotels’ contribution at two percent, HHonors is providing our hotels a compelling and cost effective promotion to begin 2011.
• This promotion will be the global HHonors offering for all brands and regions. Any other HHonors or multi-brand promotions that may be offered for Q3 will be designed to overlay this promotion successfully.
• A significant marketing campaign has been designed by Customer Marketing in addition to DoubleTree by Hilton brand marketing support for this promotion.
Communication: All communications will be developed by the Customer Marketing team at no cost to hotels. Members will be directed to registration pages via the following:
• Solo email to HHonors and non-HHonors members and past guests
• MyWay e-newsletter (Global)
• HHonors.com
• DoubleTree.com and DoubleTree Sweet Deals e-newsletter
• Hotel Specials pages
• HiltonWorldwide.com
• Social media
• Press releases
• Targeted print advertising
• Paid Search and online display media
• Airline Partner Communications
ACTION ITEM REQUIRED PRIOR TO 16 MAY
If you DO NOT wish for the “Double Your HHonors” banner ad to be loaded to your property page on DoubleTree.com, please send an email to your BPS Director and Elaina Lucas (Elaina.Lucas@hilton.com) no later than 16 May 2011. If you do not contact your brand representative by this date, the banner will be loaded to be active on your site for the promotional time period.
Please note: Opting out of banner ad loading DOES NOT opt you out of participating in the promotion or from the promotion being posted to your property’s specials and packages page on DoubleTree.com. If hotels have a compelling reason to opt-out, they must discuss with their Regional Director of Brand Performance to obtain approval to do so no later than 16 May 2011.
Questions: For questions, please contact your BPS Director. Additional FAQs will be released in time for the promotion launch and will be accessible on Focus HHonors under the marketing tab.
Thank you!
