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New Soft Benefits Le Club Accorhotels

Sofitel Worldwide,
July 2013

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AGENDA

Background
Objectives
New soft benefits
Implementation guidelines
Collaterals
Timelines

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LOYALTY IS A WIN-WIN STRATEGY

Loyalty is a long-term winning strategy. It is about


creating value for guests, owners, Ambassadors and for
the Sofitel brand.

GUESTS

OWNERS

LOYALTY
=
VALUE
AMBASSADORS

SOFITEL

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BACKGROUND

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BACKGROUND

More than 50% of Le Club Accorhotels members are also enrolled in


other hospitality loyalty programs.
Competitors loyalty programs are mostly mature - launched in the 80s.
They have set the standards of loyalty reward and recognition for the
industry.
Today, guests have high expectations with regards to rewards and
recognition and expect from us the same level of benefits they receive
from our competitors: free upgrades, guaranteed room availability, late
check out, free Internet, personalized welcome, just to name a few.
I am recognized
as a loyal
guest
5,5/10

A Le Club Accorhotels worldwide survey


conducted in Nov. 2012* shows that members rate
the current program benefits very low, stating they
do not feel valued for their loyalty.

* Sources : November 2012 : IPSOS satisfaction survey Le Club Accorhotels program


To 11 803 members statistically representative of the le Club Accorhotels, database in 10 countries
(France, UK, Germany, Italy, Spain, Brazil, USA, Australia, China, Indonesia)

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LE CLUB ACCORHOTELS KEY FIGURES FOR SOFITEL (YTD APRIL 2013)

35% of Sofitel revenue is generated from Le Club Accorhotels

20%

35%

of active
members

of total
revenue

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LE CLUB ACCORHOTELS KEY FIGURES FOR SOFITEL (YTD APRIL 2013)


The more guests are loyal the more they spend with us

Silver

Gold

Platinum

Weight

65%

15%

20%

Average number of nights


per active members

5,4

9,2

13,2

Average revenue
per member per night

233

257

283

Platinum status guests spend in average 10% more than Gold


status guests and 21% more than Silver status guests

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OBJECTIVES

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OBJECTIVES OF NEW LE CLUB ACCORHOTELS SOFT BENEFITS

Improve Le Club Accorhotels programs perception and value


proposition by better recognizing and rewarding our guests loyalty.
Offer a consistent member experience across all Accor brands,
delivering on the programs promise.
Increase loyalty, engagement and consequently revenue for our hotels.

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LE CLUB ACCORHOTELS
SOFT BENEFITS
Soft benefits are all about creating value
through indulgence and special treats,
exclusively for our most loyal guests

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SOFT BENEFITS SUMMARY ALL BRANDS

The new Le Club Accorhotels soft benefits enhance members


experience at each step of their journey when staying at all
Accor brands.
BOOKING BENEFITS
Guaranteed room
availability up to D-2 or D-3*

SEAMLESS JOURNEY

EXCLUSIVE
WELCOME & SERVICES

Priority check-in

Room upgrade

Free Internet

Access to Executive lounge*

Early check-in*

Welcome drink

Late check-out

SOFITEL EXCLUSIVE BENEFITS


(offered by Sofitel and some
other Accor Brands)

Complimentary newspaper
VIP treatment
In-stay satisfaction check-up

* NEW benefits for Sofitel all other benefits currently implemented


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SOFT BENEFITS AT A GLANCE SOFITEL

Classic

Silver

Gold

Platinum

Priority check-in

Priority check-in

Priority check-in

Priority check-in

Le Club Accorhotels Customer Care

Le Club Accorhotels Customer Care

Le Club Accorhotels Customer Care

Le Club Accorhotels Customer Care

Free Internet worldwide*

Free Internet worldwide*

Free Internet worldwide*

Free Internet worldwide*

Welcome Letter

Welcome Letter

Welcome Letter

Late check-out**

Late check out OR Early check in**

Late check out AND Early check in**

Welcome Drink

Guaranteed room availability up to 3


days before arrival***

Guaranteed room availability up to 2


days before arrival***

Room upgrade****

Room upgrade****

VIP treatment + Welcome Card

Access to Executive lounge *****

Welcome Drink

VIP treatment + Welcome Card

Complimentary newspaper

Welcome Drink

In-stay check-up to ensure


satisfaction

Complimentary newspaper

VIP treatment + Welcome Card


In-stay check-up to ensure
satisfaction

*
**
***
****
*****

Standard access. Wi-fi or wired Internet.


On request and upon availability (until 5pm for late c/o and from 8am for early c/i)
Except during black-out dates and at Thalassa Sea & Spa hotels
upon availability (upgrade to next room category)
If existing

GM or HOD Welcome
In-stay check-up to ensure
satisfaction
At Thalassa hotels:
10% discount on treatments
purchased at Thalassa Sea & Spa
Institutes

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SOFITEL SOFT BENEFITS


PER MEMBER STATUS
Soft benefits are all about creating value
through indulgence and special treats,
exclusively for our most loyal guests

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SOFT BENEFITS FOR SOFITEL GUESTS CLASSIC STATUS

Priority Check-in
Free Internet

A dedicated desk to members with a Le Club Accorhotels signage


Free Internet at all Sofitel hotels worldwide. Standard access

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SOFT BENEFITS FOR SOFITEL GUESTS SILVER STATUS(VIP1)

Priority Check-in

A dedicated desk to members with a Le Club Accorhotels signage

Free Internet

Free Internet at all Sofitel hotels worldwide. Standard access

Late check-out

On request and upon availability (late check-out up to 5pm)

Welcome drink

A welcome drink offered at hotel bar via a coupon given to member at check-in

VIP treatment
Welcome letter & card
In-stay satisfaction
check

VIP treatment set up in room prior to guest's arrival (according to Sofitel VIP Guidelines)
Signed by GM. Letter handed to guest at check-in and card set-up in room prior to guest
arrival
Follow-up in person during the stay by Guest Relations/Lobby PR/HODs to ensure
guest satisfaction

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SOFT BENEFITS FOR SOFITEL GUESTS GOLD STATUS(VIP2)

Guaranteed room
availability

Room guaranteed up to 3 days before arrival, except during black out dates (max.
10/year)

Priority Check-in

A dedicated desk to members with a Le Club Accorhotels signage

Free Internet
Late check-out OR
Early check-in

Free Internet at all Sofitel hotels worldwide. Standard access


On request and upon availability (late check-out up to 5pm or early check in from 8 am)

Welcome drink

A welcome drink offered at hotel bar via a coupon given to member at check-in

Room upgrade

Room upgrade to next level if existing, upon availability

Comp. newspaper
VIP treatment
Welcome letter & card
In-stay satisfaction
check

A newspaper to be chosen at check-in and delivered to guest room in the morning


VIP treatment set up in room prior to guest's arrival (according to Sofitel VIP Guidelines)
Signed by GM. Letter handed to guest at check-in and card set-up in room prior to guest
arrival
Follow-up in person during the stay by Guest Relations/Lobby PR/HODs to ensure
guest satisfaction

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SOFT BENEFITS FOR SOFITEL GUESTS PLATINUM STATUS(VIP3)

Guaranteed room
availability

Room guaranteed up to 3 days before arrival, except during black out dates (max.
10/year)

Priority Check-in

A dedicated desk to members with a Le Club Accorhotels signage

Free Internet

Free Internet at all Sofitel hotels worldwide. Standard access

Late check-out

On request and upon availability (late check-out up to 5pm)

Early check-in

On request and upon availability (early check in from 8 am)

Welcome drink

A welcome drink offered at hotel bar via a coupon given to member at check-in

Room upgrade

Room upgrade to next level if existing, upon availability

Comp. newspaper

A newspaper to be chosen at check-in and delivered to guest room in the morning

Executive lounge

Access to lounge (Club Millesime, Sofitel Club or equivalent) when existing.


VIP treatment set up in room prior to guest's arrival (according to Sofitel VIP Guidelines)

VIP treatment
GM welcome
Welcome letter & card
In-stay satisfaction
check
Thalassa hotels

Personal welcome by GM /HOD at arrival /during the stay at a convenient time for guest
Signed by GM. Letter handed to guest at check-in and card set-up in room prior to guest
arrival
Follow-up in person during the stay by Guest Relations/Lobby PR/HODs to ensure
guest satisfaction
10% discount on treatments purchased at Thalassa Sea & Spa Institutes
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IMPLEMENTATION
GUIDELINES

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CREATING VALUE FOR SOFITEL GUESTS

The perceived value of the experience delivered is more important than its
financial value.
It is important to emphasize and stage every soft benefit so that guests
feel appreciated and rewarded for their loyalty.

BOOKING

WELCOME

CHECK-IN

CHECK-OUT

Soft benefits are staged with French Elegance


throughout the guest journey

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PREPARE ARRIVAL ALL MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you.

GUEST PROMISE

PROMISE DELIVERY

TOOLS
WHO
WHEN

LCAH members feel valued and rewarded for their loyalty.


If guest is not identified as a LCAH member in the booking check if
he/she is a member and which is their status in order to prepare their
arrival and delivery of soft benefits. Update guest profile.
Use the customer form on RESAWEB or HOTELLINK. See next slide.
Front Office/Guest Relations Ambassadors.
Day prior to arrival.

NEVER Book-out a Le Club Accorhotels member


We never send a LCAH program member to competition. LCAH members always have an available
room at Sofitel (except during BOD). Make sure you have a walk-out procedure in place for nonLCAH guests.
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PREPARE ARRIVAL CUSTOMER FORM
TOOLS

If the customer is not identified as a LCAH member in the booking,


use the customer form on RESAWEB or HOTEL LINK to see if he/she is a member and
what are her/his preferences.

Footer

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PREPARE ARRIVAL - SILVER

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

VIP Welcome and late check-out upon availability.

PROMISE DELIVERY

Prepare VIP treatment set up in-room (VIP1) following Sofitel VIP


Guidelines.
Prepare personalized Welcome Letter and Welcome Drink voucher.
See collaterals guidelines on pages 38 - 47.

PROMISE DELIVERY

Check if late check-out is available and offer at check-in.


Ask, for example, "Would you like to keep your room a little later than
noon tomorrow? Well be happy to arrange a late check-out for you
thanks to your LCAH Silver status.

WHO
WHEN

Front-Office/Guest Relations/F&B/Housekeeping Ambassadors.


Arrival day.

+ Always adapt benefits according to status level and guests preferences in the PMS
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PREPARE ARRIVAL GOLD/PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Room Upgrade to next level, upon availability.


Check occupancy levels and whenever possible reserve upgraded
rooms for Gold/Platinum members.
If not possible reserve at a minimum the best room (high floor,
renovated, corner, larger, etc.) in the booked category.

GUEST PROMISE

PROMISE DELIVERY

GUEST PROMISE
PROMISE DELIVERY

Late check-out and/or early check-in, upon availability.


Offer at check-in whenever available: "Would you like to keep your
room a little later than noon tomorrow? Well be happy to arrange a
late check-out for you thanks to your LCAH Gold/Platinum status
VIP treatment set up in-room (Gold = VIP 2 and Platinum = VIP 3).
Prepare VIP treatment set up in-room (Gold = VIP 2 and Platinum = VIP
3) following Sofitel VIP Guidelines. Prepare amenities according to
arrival time, guest status and preferences.
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PREPARE ARRIVAL GOLD/PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

PROMISE DELIVERY

Prepare personalized Welcome Letter and Welcome Drink voucher. See


collaterals guidelines on pages 38 47.

WHAT ELSE?

Check who (GM/HOD) will be on duty to welcome Platinum guests.


Bonjour Mme. X. Bienvenue to Sofitel XX. My team and I are delighted
to welcome you to Paris !
Please let me know if there is anything we can do to make your visit
more enjoyable. I wish you a wonderful stay with us!

WHO

WHEN

Front-Office/Guest Relations/GM/HOD
On arrival day.

+ Always adapt benefits according to status level and guests preferences in the PMS
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CHECK-IN ALL MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Priority check-in.
A Le Club Accorhotels desk sign must always be visible at the front-desk.
An ambassador must always be present at the dedicated desk.
Welcome guests at the door and ask: "Are you a Le Club Accorhotels
member? Escort members to the LCAH Desk for a priority check-in.
Next time you can avoid waiting in line and can come straight to the
Priority Desk dedicated to members of Le Club Accorhotels.

WHO

Front Office/Guest Relations Ambassadors.

WHEN

At arrival or if guests are queuing for check-in.

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CHECK-IN STATUS MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Tell guests about their soft benefits :


Silver
1
2

3
4

Gold

Platinum

Upgrade
Access
to Executive
lounge
Welcome drink

Share the good news!


Explain how it works
Hand coupon

Others: newspaper, Welcome Letter

GUEST PROMISE

Ask them if they need :


1

Thanks to your Le Club


Accorhotels
Gold/Platinum status
and as a reward for your
loyalty Im glad to offer
you an upgrade to a
beautiful xxx room.
I hope you will enjoy it!
In your room, you'll find...
Have a Magnifique
stay with us!

PROMISE DELIVERY

Internet access
Late check-out

As a Le Club Accorhotels member, you get free wifi


throughout the hotel at all our hotels around the world.
Explain how to use Internet : access code, etc.
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EARLY CHECK-IN GOLD/PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Early check-in, as from 8am, upon availability.


Check member status level and grant the member early check-in (as
from 8am) if eligible. Highlight you are delighted to offer an early checkin thanks to their Gold/Platinum status: Were happy to grant you an
early check-in! You will be able to enjoy the comfort of your Mybed
sooner. If It is after check-in time, tell : Next time you check in you can
get an early check-in to your room. It's one of your Le Club Accorhotels
Gold/Platinum card exclusive privileges.

WHO

Front Office Ambassadors.

WHEN

Before guest checks-in (preferably) or at check-in.

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EARLY CHECK-IN GOLD/PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Early check-in, as from 8am, upon availability.


If not available - apologize and empathize with guest: Im really sorry
we cannot grant you an early check-in this time. Last night we had very
high occupancy and guests have not checked-out yet. Unfortunately I
have no available rooms right now. Ill make sure I get a room for you
soon. Can I call you on your mobile when the room is available? It
should take approximately x hrs. In the meantime, you may"
Invite the guest to relax in the Executive lounge/at the bar/at the pool,
for example. If there is an Executive Lounge and the client is a Platinum
member, offer access so that the guest can start enjoying the benefit
right away.

WHO

Front Office and Lounge Ambassadors.

WHEN

At check-in.
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UPGRADE GOLD/PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

Room Upgrade, to next level, upon availability.


Always upgrade guests before arrival, whenever available.

PROMISE DELIVERY

WHO
WHEN

Share the good news with the member at check-in, highlighting were
delighted to offer the upgraded room : Were delighted to upgrade you
to one of our nicest rooms it is a Junior Suite. It's an exclusive privilege
for our Le Club Accorhotels Gold/Platinum members.
Front Office Ambassadors.
Upgrade before check-in and announce at check-in.

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EXECUTIVE LOUNGE - PLATINUM

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

WHO

WHEN

Access to Executive Lounge, when existing.


If you're looking for a quiet and private space to enjoy a drink and
evening hors-doeuvres please try our Club Millesime. You have access
thanks to your Le Club Accorhotels Platinum status. It is located on the
5th floor and you have access with your room key. Im sure you will love
it!
Front Office and Lounge Ambassadors.
At check-in.

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WELCOME DRINK STATUS MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY

Welcome drink.
Hand voucher to guest: "As you are a Silver/Gold/Platinum status
member at Le Club Accorhotels were delighted to offer you a Welcome
Drink at our bar!,
At the bar: As a Silver/Gold/Platinum LCAH member and to thank you
for your loyalty, I am pleased to treat you to this welcome drink.

WHO

WHEN

Front Office and Bar Ambassadors.

At check-in.

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LATE CHECK-OUT STATUS MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY
WHO

WHEN

Late check-out, up to 5pm, upon availability.


Offer guest a late check-out whenever available: "Will you need to keep
your room a little later than noon tomorrow?
Front Office Ambassadors.
At check-in if guest stays only 1 night.
If guests stays more than 1 night invite guest to check with Front Desk the
evening prior to departure :Your Le Club Accorhotels
Silver/Gold/Platinum card gets you a late check-out complimentary to
enjoy the comfort of your room for longer! Check-up with us the evening
prior to your departure and well be happy to extend your check-out
time if possible.

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LATE CHECK-OUT STATUS MEMBERS

BE PROACTIVE :
Guests shall never feel they have to
beg for a soft benefit. We own it
to them, it is our promise and a
way of saying thank you!

GUEST PROMISE

PROMISE DELIVERY
WHO

WHEN

Late check-out, up to 5pm, upon availability.


Offer guest a late check-out whenever available. "Will you need to keep
your room a little later than noon today?
Front Office Ambassadors.
At check-out if guest still has his/her luggage in the room.
If guest checks-out with his/her luggage tell they can benefit from a late
check-out next time: Next time you stay with us you can get a late
check-out. It's one of your Le Club Accorhotels Gold/Platinum card
exclusive privileges.

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THANK AND INVITE TO RETURN ALL MEMBERS

WHAT ELSE?

Thank guest for his/her loyalty and for choosing Sofitel.


Invite guest to return and to visit other Sofitel hotels around the world:
Thanks for choosing Sofitel, I hope you had a magnifique stay with us!
May I ask where are your travels taking you next? Ah, we do have a
wonderful Sofitel in Montreal! I do hope my colleagues will have the
pleasure to welcome you there
If time permits, remind him/her about 1 or 2 LCAH benefits for next visits
according to their status: Do remember that next time you book any of
the Accor brands, your Le Club Accorhotels Gold/Platinum status
guarantees you room availability. You can book right up to 3/2 days
before arrival and will always find a room waiting for you.

WHO
WHEN

Front Office Ambassadors.


At check-out.

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SOFITEL TONE OF VOICE

Our tone of voice always expresses care, generosity and our Essence of
Pleasure in welcoming guests.
Guests want to be recognized for their loyalty. We will anticipate their
needs, expectations and aspirations, we will showcase our Spirit of
Openness.
We are sincere, avoid empty words and any promises that we will not be
able to keep. We say what is relevant and useful with concrete examples
that prove we value guests business and loyalty.
We use words that express feelings and sensations. We are friendly,
pleasant and light. We always fulfill our promises, even going beyond
what is expected, showing our Passion for Excellence.

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SOFITEL WORDING

Our sentences always mention the status of the member to show we


value and recognize their loyalty, for example: Because/As/Since you
are Le Club Accorhotels Platinum/Gold/Silver member
We always describe the value of the benefit for the guest using adjectives
and storytelling. We tell how delighted we are to offer these benefits for
the joy of our most loyal guests.
We never change the name of the soft benefits, for example:
o Free Internet NOT Internet offered
o VIP Treatment NOT VIP amenity
o Access to Executive Lounge NOT free Executive Lounge

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TRAINING GUIDELINES

Attached to this presentation you will find a framework document for a


quick training session. It will help you to introduce the new soft benefits to
your Ambassadors allow 45 mns.
It is critical that all Ambassadors understand the importance that loyalty
plays in our business and their role in making it happen for our most loyal
guests.
Facilitators: FO Mgr./Le Club Accorhotels Ambassadors/Training Mgr.

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COLLATERALS

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COLLATERALS

Three documents are available to support the LCAH new soft benefits:
Welcome Letter - presentation of all soft benefits guest is entitled to
during stay to be handed at check-in
Welcome Card to be displayed next to in-room VIP Treatment
Welcome Drink voucher to be handed at check-in

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COLLATERALS TO PRINT

Welcome Letter and Welcome Card to be printed at hotel on Sofitel


branded stationary as per brand ID guidelines you (available on
Sofitel Intranet brand pages).
Welcome Card template with a LCAH signature is also available for
printing (optional)
The Welcome Drink voucher with a LCAH signature template is to be
used only for LCAH members
Download all files for printing through this link:
https://sharing.oodrive.com/easyshare/fwd/link=eq5yMjBUi_FTFdN_MAttjC
Password - LCAH2013

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GRAPHIC ILLUSTRATION - WELCOME LETTER

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WELCOME LETTER TEXT
TEXT TO BE ADAPTED AND PERSONALIZED PRINTED ON SOFITEL STATIONARY
TEMPLATE AVAILABLE THROUGH LINK ON PAGE 40
Bonjour Madame Larose,
It is with great pleasure that my team and I welcome you back to exciting New York City.
At Sofitel New York Central Park, as a Platinum member of Le Club Accorhotels loyalty program, you will experience privileges exclusively designed to
thank you for your loyalty:
Welcome drink we are delighted to treat you to a glass of champagne at our Parkview Bar, where you will enjoy spring colors and amazing views of
Central Park.
- Room upgrade - we have upgraded you to one of our premium Junior Suites with views over the big apple. We hope you will be pleased!
- VIP treatment a special gourmet delicacy is waiting in your room. Bon apptit.
- Complimentary Internet we understand being connected matters to you. At Sofitel connect everywhere, anytime, for free.
- Complimentary newspaper your choice of newspaper will be delivered every morning to keep up with the latest news from around the world.
- Access to Executive Lounge well be pleased to welcome you to our Club Millsime on the 35th floor for French breakfast, afternoon tea and a
relaxing happy-hour with evening hors-doeuvres.
- Late Check-out we are happy to do our best to grant you a late check-out on the day of departure. Just check with Front Desk the evening
before and we will confirm with you so that you can enjoy your MyBed and all the comforts of your beautiful Junior Suite for longer.
As a reminder, for any upcoming visits to Accor hotels participating in the program - more than 2700 hotels around the world - you will continue to
enjoy all of your Le Club Accorhotels Platinum status benefits.
All my team is dedicated to making your experience with us memorable.
We are delighted you have chosen Sofitel New York Central Park and wish you a Magnifique stay.

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GRAPHIC ILLUSTRATION - WELCOME CARD

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WELCOME CARD TEXT
TEXT TO BE ADAPTED AND PERSONALIZED HANDWRITTEN/PRINTED ON SOFITEL STATIONARY
TEMPLATE WITH LCAH SIGNATURE AVAILABLE THROUGH LINK ON PAGE 40
Dear Monsieur Cheng,
We are delighted to welcome you to Sofitel Hong Kong Bay. As a Silver member of Le Club Accorhotels we invite
you to start enjoying your special status privileges straight away by savoring this delicious small cake named
Madeleine after a famous 18th century pastry cook from the Lorraine region in France. A matcha green tea
madeleine cake is our Pastry Chefs Chinese twist to this French delicacy.
Enjoy and bon apptit!

(Signature)
Tony Dupont,
General Manager

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GRAPHIC ILLUSTRATION - WELCOME DRINK VOUCHER

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WELCOME DRINK VOUCHER TEXT
CAN BE ADAPTED AND PERSONALIZED TO HOTEL OR CAN USE GENERIC VERSION BELOW
TEMPLATE WITH LCAH SIGNATURE AVAILABLE THROUGH LINK ON PAGE 40
GENERIC VERSION
ENGLISH
Sofitel is delighted to treat you to a welcome drink at the bar.
NAME:
ROOM:
DATE OF STAY:
FRENCH
Sofitel est heureux de vous convier un verre de bienvenue au Bar.
NOM:
CHAMBRE
DATE DU SEJOUR :

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GOLDEN RULES WHEN ADAPTING TEXTS ON COLLATERALS

Personalize the Welcome Letter and Welcome Card according to guest


status, preferences, hotel location and specific benefits offered.
Use titles - Mr/Mrs/M/Mme, etc. - according to local usage. Blend French
and local language in opening and closing greetings.
Always use descriptive words and storytelling in the Welcome Letter and
Welcome Card. Names of soft benefits shall never be modified.
Sofitel LCAH soft benefits and VIP level benefits are the minimum benefits
and services required for status members.
Do not overuse magnifique or Life is Magnifique in your text.

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PLANNING

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SOFT BENEFITS ROLL OUT TIMELINES

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

Jul 23d 2013


Communication of NEW soft benefits
guidelines to Regions and Hotels

Jul 23d Aug 31st


SOFT-LAUNCH

NEW Le Club
Accorhotels

Sept 25th 2013


GLOBAL LAUNCH - website
new soft benefits
to status members

You are key in


building loyalty for Sofitel.
Thanks for playing your part!

Modification of the Sales


Conditions linked to Guarantee
limit (D-3 & D-2) will be done on
Sept 25th by Central.

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HOME PAGE LE CLUB ACCORHOTELS.COM SEPT 25TH 2013

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PAGE LE CLUB ACCORHOTELS ON SOFITEL.COM SEPT 25TH 2013

All brands
soft benefits

Sofitel brand
soft benefits

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NOW ITS YOUR TURN

Ensure communication and training to all Ambassadors.


Ensure new soft benefits are fully implemented in your hotel
and guests are already enjoying new soft benefits by August
31st 2013.
Be ready for official global launch of the new soft benefits
Le Club Accorhotels to all members by September 25th 2013.
Here is your link to download all supporting documents:
https://sharing.oodrive.com/easyshare/fwd/link=UK3C8dRn5xG_K_yoxU2aaD
Password - LCAH2013

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APPENDIX

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HOW DO WE COMPARE TO COMPETITORS LOYALTY PROGRAMS?
BENEFITS

LCAH TODAY

LCAH From July 2013

IHG

Marriott

Hilton

Starwood

Hyatt

Best
Western

Classic & Silver


No blackout dates
Guaranteed room availability

5pm

Late check out


Upgrade
Complimentary newspaper
Welcome drink

*
*

Dedicated customer care

silver only

Priority check in
Free internet worldwide
Welcome drink
Complimentary access to fitness club and health
club

Two complimentary bottle of water per stay


Absolute guaranteed room availability

Call back

SOFITEL
SOFITEL / PUllMAN
NOVOTEL

In Stay check-up to ensure satisfaction

SOFITEL

VIP Treatment
Welcome card

Source: Webflyer, Company reports, Websites


(1)
Only available at Sofitel, Pullman and MGallery
Note : Partnerships may depend on loyalty members geographic area

Accor in line or above competition


At least one competitor offering the service, not Accor
Most competitors offering the service, not Accor

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HOW DO WE COMPARE TO COMPETITORS LOYALTY PROGRAMS?
BENEFITS

LCAH TODAY

LCAH From July 2013

IHG

Marriot
t

Hilton

*
*

D-3 / D-2
5pm
8am

D-2 diamond

D-3

D-2

Starwood

Hyatt

4pm

D-3 / D-2
2pm/4pm

Best
Western

Gold & Platinum


No blackout dates
Guaranteed room availability
Late check out
Early ckeck in
Upgrade
Upgrade to best room of next category if available
Upgrade to Best room in the hotel
Complimentary newspaper
Welcome drink
Access to Executive Lounge if existing
Dedicated customer care
Priority check in
Free internet worldwide
4 hours free "city car" use
GM or HOD Welcome
10% off in restaurant / Bar
Welcome card
Call back
In Stay check-up to ensure satisfaction
Access to Le Club Accorhotels Executive floor
Ironing service
No request for holding deposit at check in
GM organize one diner to invite 10 gold members
Invitation to events held in the hotel for gold members
VP Zone organize one diner to invite 10 platinum
Invitation to brands event for platinum members
VIP Treatment
10% off in Thalassa center and beauty treatment.
Welcome Gift

Source: Webflyer, Company reports, Websites


(1)
Only available at Sofitel, Pullman and MGallery
Note : Partnerships may depend on loyalty members geographic area

MGallery
MERCURE / THE SEBEL
*
!

SUITE NOVOTEL
!
GRAND MERCURE/ MERCURE

SOFITEL / PULLMAN
NOVOTEL
SOFITEL
PULLMAN
PULLMAN
NOVOTEL
NOVOTEL
NOVOTEL
NOVOTEL
NOVOTEL
!
!
!

Platinum

Accor in line or above competition


At least one competitor offering the service, not Accor
Most competitors offering the service, not Accor

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ACCOR FAVORITE GUEST BUSINESS - ADVANTAGES

Last room available guaranteed for all


reservations made at least 3 days before
arrival*
Room can be kept until 4.00 pm upon
availability.
Customized welcome in the hotels

*Cannot be combined with ACCOR FAVORITE GUEST


BUSINESS discount

Discount on Room :
- 15% on RA1
- 15% on RA2
- 15% on RA3

Reminder
Please note that Soft benefits for Accor
Favorite Guest Business members do not
change and remain the same as current.

- 15% on RA4*

* For hotels roll-out with the new


pricing

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CUSTOMER
CARE
HOW TO CONTACT LCAH CUSTOMER CARE E-MAIL OR PHONE

FAQs
Webform CS

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Accorhotels

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THANK YOU