GENERAL MANAGERS MEETING Americas East 04.2017 Sheraton Jakarta Gandaria City JAKARTA, INDONESIA
Agenda OUR OPPORTUNITY WHO WE ARE WHERE WE ARE WHAT WE ARE FOCUSED ON OUR PLAN 2
ABOUT ME 3
Our Opportunity The next years are about laser-focus. We've laid the foundation for what we need to do, and now we are asking for your help in building the plan and driving focus together we re building a Sheraton that will be stronger and better than ever. This is our time. 4
WHO WE ARE S H E R A T O N H IS T O R Y B R A N D P O S IT IO N IN G SEGMENT 5
Sheraton History Our 80 th Anniversary Sheraton founders Ernest Henderson and Robert Moore acquire their first hotel in Springfield, Massachusetts Company launches Reservatron, the industry's first automatic electronic reservations system Sheraton becomes the first international hotel chain to operate a hotel in the People's Republic of China Sheraton revitalization included $6B in global capital investment and launch of new programs. RPI increased from 93 to 98 Sheraton 2020 plan launches with shortand long-term initiatives. Brand poised well for future growth 1937 1949 1958 1970 1985 1998-2006 2007-2010 2011-2014 June 2016 Nov. 2016 With the purchase of two Canadian hotel chains Sheraton expands internationally and begins rapid global growth First hotel chain with a toll-free 800-number for direct guest access (1-800-325-3535) and is still in use today Starwood acquires the brand in 1998. Converts high performing Sheratons to Westin, and defers investment in the remaining Sheraton portfolio. Starwood shifts focus to SPG and multi-brand efforts Sheraton joins the Marriott International Family
Global Portfolio: Our Most Global Brand EUROPE 17,069 62 77 NA 78,028 GREATER CHINA 33,264 203 AFRICA/ME 10,619 LA 10,475 33 38 459 HOTELS 163,398 ROOMS REST of ASIA 13,943 46 74 COUNTRIES 15
NEW OPENINGS ASIA PACIFIC Sheraton Okinawa Sunmarina Resort Sheraton Grand Hangzhou Binjiang Hotel Sheraton Seoul Palace Gangnam Hotel Sheraton Zibo Hotel Sheraton Huangdao Hotel Sheraton Taitung Hotel EUROPE + MEA Sheraton Cascais Resort Sheraton Grand Conakry Sheraton Annaba Hotel AMERICAS Sheraton Steamboat Resort Villas Sheraton Georgetown Texas Hotel & Conference Center Sheraton Bay Point Resort
Exciting Brand Growth Pipeline: 2017-2022 76 hotels in the Sheraton pipeline; 70% in Asia Pacific 25 20 15 10 23 23 14 16 13 14 14 10 2 3 3 AP MEA NoAm Europe CALA 5 0 4 2 1 2 1 2 2 2 0 0 2017 2018 2019 2020-2022 19
State of Sheraton: Size & Scale Within MI One of our most widely distributed brands in the world. The 3 rd highest fee generator within Marriott International 16
Portfolio Overview CLASSIC DISTINCTIVE LUXURY LUXURY LONGER STAY.. PREMIUM PREMIUM LONGER STAY.. LONGER STAY.. SELECT SELECT
Segment Approach for Classic Premium Category DIRECT COMPETITORS CONSUMER SEGMENT Status Reliability Straddler Reliability/Well-being TARGET The Inventive Class Today s Traveler The Streamliner CONSUMER BENEFIT Feel accomplished, successful and ready to focus on what s next They can go beyond in their professions, personal lives, and communities Ability to flow seamlessly from one mission to the next and focus on what matters 12
Target Today s Traveler Ambitious guests expect ambitious service. Collaborative, ambitious, optimistic and hyper-connected
BRAND POSITIONING At Sheraton, we go beyond through meaningful acts of service, purposeful design, and innovative programming.
Go Beyond At Sheraton, we go beyond through meaningful acts of service, purposeful design, and innovative programming CORE VALUES Ambition We are inspired by our guests and one another - and driven to make things better Empowerment We do whatever it takes to deliver a better stay. We make decisions and take action Heart We love what we do, and give all we ve got - on-property and off. Target: Today s Traveler Ambitious guests expect ambitious service. Collaborative, ambitious, optimistic and hyper-connected Associate Motto Actions Speak Louder
Core Values Ambition Empowerment Heart We are inspired by our guests and one another - and driven to make things better. We do whatever it takes to deliver a better stay. We make decisions and take action. We love what we do, and give all we ve got - onproperty and off. 16
Associate Motto Actions speak louder
Associate Credo Card 18
WHERE WE ARE B R A N D H E A L T H PERFORMANCE 19
State of Sheraton: Global Brand Health UNITED STATES CANADA MEXICO GREAT BRITAIN GERMANY UAE CHINA INDIA CLEAR WINNER WINNING UNDERPERFORMING UNDIFFERENTIATED 18
State of Sheraton: RevPar Index by Continent GLOBAL NOAM EUROPE ME&A CHINA 110 102 99 100 98 98 99 97 97 108 115 115 110 112 110 109 111 108 107 101 104 123 87 87 90 2013-2016 2016 2013-2016 2016 2013-2016 2016 2013-2016 2016 2013-2016 2016 17
WHAT WE ARE FOCUSED ON 3Ps PRODUCT PEOPLE PERFORMANCE
3P Approach BRAND POSITIONING PRODUCT PEOPLE PERFORMANCE 23
Product We have huge opportunity to elevate our product. We are learning from Marriott Hotels, that product transformation delivers results. We will share the start of this journey and how the Sheraton product comes to life through purposeful design and execution of programming that drives guest impact. 24
Design Strategy PRODUCT Simplified Design Clean House Amenities 25
People Each and every day over 100,000 associates around the world truly Go Beyond through meaningful acts of service large and small. The objective of this breakout is to give GMs practical ideas of how to inspire pride in our people and to Go Beyond for our guests. 26
PEOPLE Go Beyond Customer Proof Point Wardrobe How will you Go Beyond?
Performance Improving brand performance through operational excellence is a high priority for Sheraton. How can we collectively take a look at what s working and not working. Together, we ll set priorities for the brand and raise the bar. 28
PERFORMANCE BSA Overview GSS Workshop 29
3P Approach BRAND POSITIONING PRODUCT PEOPLE PERFORMANCE Simplified Design Clean House Amenities Go Beyond Customer Proof Point Wardrobe BSA Overview Ops Challenge 30