1 Loyalty Beyond Reason F T P E N G

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Four Points by Sheraton

Loyalty Beyond Reason

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Loyalty Beyond Reason Brand Excellence

Service Profit ChainThe Four Points by Sheraton Guest

Human Truths

We DelightFour Points by Sheraton PositioningFour Points by Sheraton Core Values

Everything CommunicatesLasting Impressions

Associate Success Profile

The Four Points by Sheraton ExperienceCulture Program Overview

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Everything Communicates People, Place, Process

Everything CommunicatesTransaction vs. Interaction

Simply Good StaysTrip Personas

Needs, Wants, and ExpectationsPower of Consistent Behaviors

Exceeding Expectations

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Emotional Connections Emotional Intelligence

Emotional Bank AccountsEmotions and Feedback

What’s My Style?Social Styles Self-evaluation

Understand, Respect and Value DifferencesSocial Styles and Relationships


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Possibilities Service Netting

Recognizing OpportunitiesEmotions and the Guest Experience

Creating Service Heroes

Honest SolutionsCost of a Broken Promise

Service RecoveryService Solutions

The Delightful Guest Experience


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Leading The Four Points by Sheraton Brand

Culture Program Overview

Building a Culture of Performance Communication & Performance

Driving Performance and the Associate Success Profile

Reinforcing Performance Daily (Toolkit)

Building a Culture of AccountabilityAccountability Moments of Truth

Creating a Strategy for AccountabilityGiving and Receiving Feedback

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Leading The Four Points by Sheraton Brand

Culture Program Overview

Building a Culture of TrustImportance of Trust and Credibility

Building our Trust and CredibilityEmotional Intelligence

Building a Culture of CollaborationCollaboration and Service Delivery

Ingredients of CollaborationCollaboration in Practice

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Introductions

Name

Role

What brand are you emotionally connected to?

Why?

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Loyalty Beyond Reason Agenda

Brand excellence

Guest loyalty

The typical Four Points by Sheraton guest

The human truths

Reflection & call-to-action

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Our Story

Four Points by Sheraton was born in 1995 as a sister brand of Sheraton Hotels. Like most

little sisters, we do things differently than our older sister. The result? We’re a distinctly different brand. With a different level of services and amenities.

Different is good.

Possibilities: 3

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The Pinwheel

We love pinwheels. They’re simple. Fun. Playful. They remind us of freewheeling, carefree times. When simple, honest things made

our lives more fun.

Fun the way it was when you competed against your older

brother trying to get all 50 states’ license plates. Or playing "I Spy

with My Little Eye". Back when all you needed for simple, spirited fun was a simple toy and a little

breath of wind.

Possibilities: 3

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The Pinwheel

And truth is, those times are still here. That's why we use the

pinwheel in our logo.

In a glance it tells you everything you need to know about Four

Points: we’re simple, honest, fun.

And at the end of your journey, it’s proof that travel is still a source of

delight and fun.

Like a pinwheel.

Possibilities: 3

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Our Property

Possibilities: 4

Upcoming multi-million

dollar renovation

Indoor Pool, hot tub, business center

Excellent family environment

What else?

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A Brand is a Promise – A Product is PhysicalA brand is not a product,

a sign or a logo

A brand is:The feeling that you get

when you use the productThe experience it provides you

Loyalty beyond reason

Possibilities: 6

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World Class Brands

Possibilities: 6

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Why is Loyalty

Important?

Possibilities: 6

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Four Factors that Drive Brand Loyalty

Deliver product quality and consistency

Execute excellence along the entire experience

Personalize guest service

Connect emotionally to guests

Possibilities: 7

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Service Profit Chain

AssociateExcellence

HighlySatisfiedGuests

Loyalty/Long-term Profitability

The Leader In Me

Possibilities: 8

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Guest Loyalty Drives Financial Performance

Possibilities: 8

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Engaged AssociatesDrive Guest Loyalty

Possibilities: 8

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Demographics

Psychographics

Understanding our Guests

Possibilities: 10

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The Typical Four Points by Sheraton Guest

age:

gender:

household income:

% college graduates:

have children under 18 living at

home:

length of stay:

Number of stays per year

avg. spend per night:

46 years old

Male: 60% / Female: 40%

$147,200 per yr.

71%

35%

1.8 days

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Business: $142 / Leisure: $133

*2005 bwcb research data – nad/lad

Possibilities: 10

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Activity Preference

b. Watching Television

c. Exercising/Walking

d. Going Out to Eat

70%

58%

51%

74%

a. Visiting Family & Friends


Possibilities: 11

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Dining Preference

a. Asian

b. Italian

c. French

d. Seafood

32%

57%

26%

55%


Possibilities: 11

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Automobile Preference

a. Ford

b. Toyota

c. Honda

d. Mercedes

24%

20%

18%

2%


Possibilities: 11

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Shopping Preference

b. IKEA

c. Home Depot

d. Bed, Bath & Beyond

20%

29%

58%

54%

a. Ralph Lauren


Possibilities: 11

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Magazine/Reading Preference

a. Sports

b. Business

c. Travel

d. News

16%

19%

15%

24%


Possibilities: 11

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The Human Truths

we need to be understood

we want to belong

we long to feel special

we crave more control over our lives

we dream of reaching our potential

Possibilities: 12

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We Need to be Understood

“If I’m not going to spend a lot of time in the hotel,

I’m not going to spend a lot of money for that room.”

“This is my home for the evening and

I want you to address my needs.”

Possibilities: 12

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We Want to Belong

“I like the hotels that remember you, where the staff greets you. It feels good,

welcoming, and inviting.”

“Then there’s the excitement about seeing new places. Or if I’m going to New York,

it’s something about seeing old friends.”

Possibilities: 12

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We Long to Feel Special

“My first emotion is one of depression at being in yet another queue to check in

at the airport, at being in another airport lounge that looks like every airport lounge in the world, at being

cramped in airplanes.”

“I like when the guy knows you – when they know you’re coming. It’s not that

big a deal, but it’s the little extras. Glad to get the newspaper at his doorstep.”

Possibilities: 12

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We Crave More Control over our Lives

“They should try to suit me, and not make me to try and suit them.”

“Why was the business center closed on Sunday? I was working!”

“The gym was small but open 24 hours – I thought to myself,

‘Now, that makes sense.’”

Possibilities: 12

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We Dream of Reaching our Potential

“I owe it to myself.”

“When I book meetings at a Four Points by Sheraton, I know that it will go flawlessly and my boss

will look good – within budget and well done.

I can count on them.”

Possibilities: 12

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* Based on 2004 Global StarVoice Data Analysis

What our Associates are Saying

62

67

69

70

82

25

27

22

18

13

13

6

9

12

5

0% 20% 40% 60% 80% 100%

Reach Potential

Special

Control

Understood

Belong

Favorable

Mixed

Unfavorable

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The Human Truths

Possibilities: 14

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Reflection & Call-to-action

Possibilities: 16-17

Thank You

GRAZIE 谢谢XIN CAÛM ÔN MERCI OBRIGADO

DANKE SCHÖN GRACIAS 감사합니다

XIN CAÛM ÔN ありがとうございました

THANK YOU MERCI OBRIGADO

TERIMA KASIH GRACIAS ขอบคุ�ณلكم TERIMA KASIH شكرا

1 Loyalty Beyond Reason F T P E N G

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