EMBASSY SUITES BY HILTON TRANSITION FAQS

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1 EMBASSY SUITES BY HILTON TRANSITION FAQS Why is Embassy Suites adding by Hilton to the brand name? There is a great deal of equity in both the Hilton and Embassy Suites names, so we re leveraging that collective power! Adding by Hilton not only aligns us closely with our hotels around the globe, it reinforces our pride in being a part of the Hilton portfolio. In addition, studies show that adding the endorser is attractive to guests, particularly Hilton HHonors members. As an Owner/GM/Team Member, how will this impact me? It s business as usual! We re simply asking for your continued support throughout the process. Please stay tuned for more details and take note of the important updates within this document. How should I communicate the change with my team? The addition of by Hilton to the Embassy Suites name is an important step towards a bright future for the brand. Take a moment to celebrate this event and then consider areas of focus, including: Embassy Suites Hotels is now Embassy Suites by Hilton In addition to the brand name, the name of your hotel has also changed. Example: Embassy Suites by Hilton Chicago Downtown Update all on property communication touch points to include the new name ( , voic and telephone answering protocols) Share the strategy behind the decision and ways to communicate with guests regarding the change Determine ways to spark excitement with your guests EMBASSY SUITES BY HILTON TRANSITION FAQS 1

2 Is there brand training for my team? There is no brand-level training required. We ask that you update any hotelspecific training to include the use of Embassy Suites by Hilton, as appropriate. If a guest asks about the change, what should the response be? We suggest you keep it authentic and include the following key points: We re proud to be a part of the Hilton portfolio. Adding by Hilton continues to drive awareness that Embassy Suites is a Hilton brand. Guests can now confidently associate Embassy Suites with the quality and consistency of the Hilton portfolio, including opportunities to earn/redeem Hilton HHonors points and benefits. The logo used outside the United States is slightly different. Will there also be a logo change outside of the United States? The new Embassy Suites by Hilton logo and the logo used at our properties outside the U.S. varies only slightly. At this point, we do not plan to update the logo outside the United States. What is the impact to my hotel and how much will it cost? There are two key areas on-property that will be impacted by this update Exterior Signage and Graphics/Collateral. As part of our commitment to you to minimize cost during this transition, Hotels will have an extended period of time to update these items with the new name and logo. Compliance dates will be introduced once the brand has surveyed the existing assets at all properties. Exterior Signage: The brand stands firmly behind the decision to add by Hilton and will subsidize the update of one primary brand sign at each hotel over the next year. Graphics/Collateral: Hotels will have an extended period of time to update on-property items and marketing collateral with the new name and logo. When current on-property inventory has been depleted the updated collateral will be available for hotels to order. Marketing collateral and updated property logos will be available on the MORE Toolkit starting June 16 th. EMBASSY SUITES BY HILTON TRANSITION FAQS 2

3 SIGNAGE Which brand sign will be updated? This sign replacement program relates to the hotel s primary sign only. In most cases it will be a ground sign. A survey will be conducted to identify the most visible and appropriate sign in relation to the entrance of the property. This will often be a monument sign, but not in all instances. There may be some locations, particularly urban markets, where there is not a sign that can be replaced. Each site survey will be reviewed to determine which sign will be updated. Building channel letters and very large pylon signs are not considered part of this program. What is a ground sign? Ground signs range in shapes and sizes, depending on the hotel s location. The survey will determine the best one for replacement and could be any one of the following sign types: What parts of the sign will be updated? This will involve replacement of the sign cabinet (top portion). In some instances, additional framing/cabinets, anchoring, base, etc., may need to be addressed to successfully install the sign. Sign cabinets will be replaced with the same shape and size as the existing sign, unless an upgrade is planned at the hotel s expense. The sign base will also be painted to coordinate with the updated sign color. EMBASSY SUITES BY HILTON TRANSITION FAQS 3

4 When will the site surveys begin? On May 18, sign vendors will begin contacting each hotel s GM to schedule a visit to perform a site survey. If a GM is not currently employed at the hotel, the vendor will contact either the Management Company Representative or Owner. What will the vendor do during the survey? The vendor will take photographs and dimensions of existing ground signs and discuss any upgrade requests in preparation for placing an order for your hotel. The items below will be included in the survey: All ground signs All exterior building signage Canopy, entrance and door signage Large front desk signage When will installation begin? This depends on several factors, and your sign vendor will contact you to schedule installation. We anticipate that the first installation will occur in July. What if there are general questions or concerns about something related to this program, the sign vendor, the signs, etc.? Should there be additional questions or concerns, please contact program support via at signprogram@hilton.com or by phone at This inbox and voic are monitored and responses will be provided as quickly as possible My hotel has awards and plaques on display with the old Embassy Suites logo. Do I have to remove them? You have earned your recognition and we are honored for you to keep it on display in accordance with brand standard MARKETING AND PUBLIC RELATIONS When will guests begin to see updates to the marketing channels? Embassy Suites by Hilton will begin to make its way into various marketing channels very soon, starting with an announcement via a press release on May 18 th. Guests will then begin to see updates to hotel pages on brand.com, TV, print and online advertising beginning June 16 th. EMBASSY SUITES BY HILTON TRANSITION FAQS 4

5 Property Names and Logos are changing. The updated logo follows the same format as the property logos used by the other full-service brands with the brand and property name only. Most templates on the MORE Toolkit have an area for the property address and contact information so that information is not needed in the logo lock-up. Color and B&W versions will be available on the MORE Toolkit. We have marketing materials that will need to be updated. When will the logo be available and where can I download it? The new Embassy Suites by Hilton brand logo is available for your use, in compliance with brand standards, and can be downloaded by visiting the Lobby > Embassy Suites > Marketing > Brand Resources; the logos are also available for download on the MORE Toolkit. Updated property logos are currently being designed and will be available on the MORE Toolkit June 16 th. Please make sure to use the new brand and property logos and delete any old logos from your files. How long do we have to use existing inventory of marketing collateral? Marketing materials should be updated with the new logo upon depletion of current inventory. This is part of our commitment to you to minimize the costs of this transition. What will the Brand do to ensure our digital assets are updated? The digital team has taken measures to ensure a smooth transition across all property websites. This includes updates to brand and property logos across all Hilton Worldwide websites. Will there be any changes to the brand bar? The brand bar is currently under review and will be updated in the upcoming months. Until further notice, please do not replace any brand logos in the brand bar; continue to use the approved brand bar that can be located here: OnQ Insider > My Applications > The Source > Marketing Toolkit > Creative Assets > Brand Bars OnQ Insider > My Applications > One Voice > Gallery > HWW Guidelines Templates and Logos > Logos > Brand Bars EMBASSY SUITES BY HILTON TRANSITION FAQS 5

6 COMMUNICATION ABOUT WHAT S NEXT We ll keep you informed with updates along the way. As additional details become available this document will be update and posted in NOW and on the MORE Toolkit. If you have questions or need assistance, please feel free to contact your Embassy Suites by Hilton Brand Performance Support representative. He or she will be happy to help. EMBASSY SUITES BY HILTON TRANSITION FAQS 6