A view from the top, gain insights into how executives from the hotel industry evaluate online media trends like mobile and social media and how they directly impact their brands. The panel moderator will facilitate a discussion where case studies from leading hotel chains are examined and discussed. Understand how companies are responding to current economic challenges and leveraging lessons learned from past recessions.

1. TRAVEL.COM/E-COMMERCE
TRAVEL COM/E-COMMERCE
PRESENTATION

2. Travel.com/E-Commerce Presentation
2009 KEY RESULTS DRIVEN BY
LOEWS HOTELS EFFORTS
Call volume paced only 15% behind 2008 as opposed to the expected 20%
Web Traffic grew 30% over 2008
Web Bookings grew 30% quarter after quarter
International RNS up 20%
GDS RN Production grew 10% year over year
Group Booking Pace and OTB in line with Industry pace

3. Travel.com/E-Commerce Presentation
LESSONS LEARNED IN 2009 TO
AGAIN IMPLEMENT IN 2010
Comprehensive plans targeting every channel are critical, since today’s
critical today s
consumer are not loyal in their buying habits
Offering the option of buying either “Value-adds” or “Room Only” meets all
consumer needs
Limiting amount of offers is important: Too many offers proved confusing to the
consumer and the travel planner
Attaching to Expedia-like offers is very effective (i.e. % of length of stay)
AAA is a good closing tool for qualified members
The government market is a great source of base occupancy and should be
available on a regular basis

4. Travel.com/E-Commerce Presentation
LESSONS LEARNED IN 2009 TO
AGAIN IMPLEMENT IN 2010 – Cont’d
Consistent and on-going messaging in the GDS coupled with consortia
marketing keeps Loews top of mind
The new international effort is a big success and will be expanded
Reservations agents were struggling in this increasingly competitive market with
how to be relevant and how to handle a “haggler”. They needed a new training
and approach
A Global Group Offer is important, giving salespeople a reason to call and stay
front f i d ith l
f t of mind with planners
Being visible in the industry at a senior level sets Loews apart from the rest.
Jon Tisch is our big differentiator as a Brand
The more creative we are the more impact we have
are,

5. Travel.com/E-Commerce Presentation
YOUFIRST/CRM
Objectives: Critical to the 2010 plan, we will increase loyalty of frequent guests,
expand our database and grow new Loews-loyal customers.
YOUFIRST/CRM – NEW TACTICS:
Develop Core Automated messaging
Preference Segmenting of guest and trimester communication base on 4 core groups:
Culinary, Pets, Family and Business
y, , y
Division of database by room-type preference and grouping regional hotels for marketing
offers to match, i.e., suite, premium deep discount
Re-Vamp YouFirst
Tweak of program benefits
p g
Automated e-marketing campaign program
Aggressive sign-up program and data collections
E-newsletter to communicate the Loews experience
Trip of a Lifetime Contest partnering with E Prize
Contest…partnering E-Prize

6. Travel.com/E-Commerce Presentation
OVERALL ELECTRONI MARKETING STRATEGY
Loews Hotels.com
Hotels com
On-Line Marketing
Search Engine Marketing and Optimization
OTA
Maximizing traffic and exposing as many consumers as possible to Loews Hotels is the
on-line marketing goal for 2010. Therefore it is critical Loews website site be consumer
Friendly, market-competitive and visually appealing.
y p y pp g
Objective:
• To increase Loewshotels.com web traffic
• To increase on-line revenue from all channels
• To increase visibility and acquire new customers
• To turn lookers into bookers

7. Travel.com/E-Commerce Presentation
OVERALL ELECTRONIC MARKETING STRATEGY
LOEWSHOTELS.COM – NEW TACTICS:
Complete new platform to improve functionality and booking tool
Plus enhancements:
Mobile Technology
Specialty pages for Weddings, Spa and Restaurants
Loews Meetings Site
Loews Vacations com
Vacations.com
Shopping Cart Feature
ON-LINE MEDIA – NEW TACTICS: RETARGETING
Site Retargeting: 60% of on-line marketing spend
Behavioral Retargeting: 30% of on-line marketing spend
Search Retargeting: 10% of on-line marketing spend

8. Travel.com/E-Commerce Presentation
ON-LINE MARKETING,
SEARCH ENGINE MARKETING AND OTA
SEM – NEW TACTICS:
• Strategic sessions with each hotel each trimester
• Ensure that all local events are incorporated
• Review key word performance
• Support trimester promotions with key words
OTA – NEW TACTIC: The 2009 OTA plan of working with multiple players will
continue;
however,
however our new initiative will allocate marketing dollars to maximize our
exposure in
Off-season value campaigns, while shrinking overall production in the opaque
OTAs