LOYALTY F+B

Reference Guide

Marriott Bonvoy F+B Roles + Responsibilities 2

Elite F+B Member Benefits 4

Closed/Unavailable Lounge Process 5

Elite Lounge Access Best Practice 6

Off Folio Earning Process 7

Best Practices 9

Drive Community and Increase Traffic 10

Marriott Bonvoy Practices for Leaders 11

Support 12

RENAISSANCE BEIJING WANGFUJING HOTEL, BEIJING CHINA

 Roles + Responsibilities Connect leadership and the loyalty strategy with daily operations at your hotel.

DELIVER MEMBER CONTRIBUTE TO CREATE MEMORABLE DRIVE NEW MEMBER

BENEFITS PRE-ARRIVAL PLANNING EXPERIENCES ENROLLMENTS

• For hotels that offer breakfast in the • Participate in pre-arrival planning and • Look for Marriott Bonvoy key packets, Marriott
• Help non-members benefit from the
Bonvoy credit cards, or the mobile app to identify
restaurant, or an F+B credit, refer to the Arrivals Report to properly Members. Marriott Bonvoy Program – and help
Members may have a paper staff venues and the lounge for your hotel meet its annual goals – by
certificate or system generated success and prepare for Elite volume. • Show Members they are a priority – welcome driving new memberships.
credit. Know your hotel’s them by name and thank them for their loyalty.
redemption process. • Elevate the arrival experience by
• Customize your service approach (e.g., a Member
• Know the enrollment process at your
reviewing the Marriott Bonvoy Member on redemption stay is likely looking for a more hotel. Make sure enrollment
• Consider offering Member-only Arrivals Report at your staff meeting or elevated experience than a business traveler). applications are entered properly in
seating at venues or develop unique stand up. Create a plan with your team to software systems.
room service options. surprise and delight Members. • Culinary, Rooms, and F+B teams can collaborate
to create unique lounge, room service, and venue
experiences.

KEY RESOURCES

• Elite Benefit At-A-Glance • Arrival Report or Empower: GXP GPS • Best Practices (page 9) • Enrollments MGS page
• Cobalt Program Training (Digital Learning Zone)
• Off Folio Earning Job Aid Screen
(page 7) • GXP Pre-Arrival Planning course

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 Deliver Member
F+B Benefits

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 Elite F+B Members Benefits Use the Benefits At-A-Glance chart to understand the details and standards for your brand.

The delivery of these benefits has a significant impact on the overall Member experience.

ELITE WELCOME GIFT ELITE LOUNGE ACCESS EARNING POINTS THROUGH F+B

• Deliver the Basics: At most brands, Platinum Elite • Deliver the Basics: Platinum Elite Members, and • Deliver the Basics: Every Member earns points or
Members, and above, have the option of receiving a above, receive Lounge Access at some hotel miles when they charge food and beverage items to
food and beverage offering as part of their Elite brands. Make note of in-house and arriving their room. At participating locations, off-folio
Welcome Gift. This might include daily breakfast in the Platinum Elite Members, and above, and earning is available for non-registered guests dining
restaurant for the Member and guest, a daily $10 Food communicate how their presence will impact staffing in our F+B outlets.
and Beverage Credit for the Member and guest, a one- and menu planning.
time $10 USD food and beverage credit, or a food and • Make it Memorable: Recognize Members for their
beverage amenity. The Front Desk will confirm the • Make it Memorable: Create unique offerings for earning efforts and thank them for their loyalty.
selection, and the Food and Beverage team will provide Members – crafting delicious drinks and meals will Surprise and delight the Member; and encourage
the execution. surprise and delight. Adapt offerings to Members them to come back to the outlet(s) for increased
tastes. Continually monitor the total experience to earning opportunities.
• Make it Memorable: The amenity is a chance to share a ensure it delivers experiences the hotel is proud of.
local specialty, or a creation the culinary team is
especially proud of.

KEY RESOURCES
• Use Elite Welcome Gift job aids to understand the pull-through • Use page 6 of this Reference Guide for Best Practices. • Use page 7 of this Reference Guide for the
of the Elite Welcome Gift, and how to execute the breakfast Off-Folio Earning Process.
• Use page 9 of this Reference Guide for ideas on
option when the lounge is closed or unavailable.
how to surprise and delight the Member.
• Job aids exist for:
OPERA | FSPMS | FOSSE | LIGHTSPEED | MANUAL

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 Closed/Unavailable Lounge Access

DELIVERY WHEN THE LOUNGE IS CLOSED/UNAVAILABLE

Depending on brand and Continent, eligible Members receive or may select a complimentary breakfast for 2 in the restaurant.

• In US/ CAN/ EU Members may choose an additional 750 points instead of breakfast in the restaurant.
• Points are in addition to the Arrival Gift Points to which they are entitled.

• The Front Office will ask the Member about their choice.

• Members may choose a different option each day.

HAND COUPON TO MEMBER; COMPLETE REQUIRED

OPTION 1:
EXPLAIN TERMS AND INFORMATION ON COUPON
CONTINENTAL BREAKFAST FOR 2
CONDITIONS
CLOSED LOUNGE:
BREAKFAST OPTIONS
OPTION 2:
ENTER BONUS CODE IN PMS
750 BONUS POINTS

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 Elite Lounge Access Best Practice
*Does not apply to The Ritz-Carlton

outside US/CN/EU

Platinum Elite, Titanium Elite and Ambassador Elite Members are offered Lounge Access at Participating Brands (Member +1)

WELCOME EACH GUEST PREPARE FOR TOMORROW

• Work with supervisors to ensure door coverage to greet Members. If it is not possible to • Look around at the lounge. Based on the usage from the day, can you
accommodate at all times, consider coverage for peak times. reorganize the chairs to make the lounge better meet the Member's
• Learn and use the Member’s name. When you greet the Member, welcome the Member by the needs? Ask yourself and your culinary partner if the buffet could be
appropriate time of day along with their name. For example, “Good morning Mr. Jones, thank reorganized to better accommodate the Member.
you for your loyalty!” • Let your manager know if you need assistance with operational execution
• Show the Member the lounge and the benefits. While you are doing that, make a personal or guest flow. They can call other leaders in the hotel to help with guest
connection and learn more about their preferences. interactions and assist with service needs.
• Review the next day's food options with the culinary team. Based on
LOUNGE EXPERIENCE
today’s experience, determine if you need a different amount of any
• When servicing the lounge, make eye contact, use good posture and watch the Member's body
items. Check that there are different options from today.
language for clues to anticipate their needs and make their stay more comfortable.
• Consider the weekend breakfast options and prepare the lounge for
• For example, ask if they need a beverage refill and notice when plates can be cleared.
Member visits.
• Look for opportunities to make a personal connection.
• Think about how you can surprise and delight guests with F+B
• For example, ask about their travel plans, if they have visited your hotel before, and if
preferences that you learned about today. Enter the preferences in
there is anything you can do to make this trip better. Act on the information you learn
EMPOWER/GXP.
– when it meets the privacy guidelines share it with other departments and log the
information in Empower/GXP.
FOLLOW STANDARDS WHEN THE LOUNGE IS CLOSED:
• When the Member leaves the lounge, thank them for their visit and wish them a great day. If
you know they are returning tomorrow, share that you look forward to their return.
• When the lounge is closed, offer breakfast for a Member and a guest in
the restaurant.
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 Off-Folio Earning Process

For detailed steps to credit points, use the Off-Folio Earning job aid

OVERVIEW EARNING DETAILS:

Members who dine in our restaurants and bars, but are not staying at the hotel, may
• At most hotels, Members earn 10 points for every $1 USD at participating
restaurants. At Extended Stay properties, members earn 5 points for every $1
earn Points for their qualifying food and beverage spend.
USD at participating restaurants.
If your hotel participates: • Members earn the base regardless of their tier.
1. Know the point of contact in the outlet to credit eBonus points. • Minimum spend of $10 USD to qualify for earning.
• Taxes, gratuities, and surcharges are not included in either the minimum or
2. Capture the restaurant check data on the Earn Points for Food the earn calculation.
& Beverage form.
• The Member cannot be staying in the hotel. If they are, they receive points
when they bill their F&B charges to their room.
3. The point of contact will use the eBonus tool to apply the points.
Not applicable for food and beverage charges for contracted groups or events.
• Purchases over 10,000 points require approval.
• As soon as the points are approved in the eBonus
Tool, they will appear in the Members account.

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 Create Memorable
Experiences

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 Best Practices Create A Memorable Experience for Every Guest.

Leisure guests join us for vacations, quick getaways Redemption occurs when members redeem their valuable points for stays at hotels.
and to get the most out of their personal time.
• You have an opportunity to surprise and delight Redemption Guests and thank them for being the most
• Think about their stay, and how their needs differ from that of the loyal guests.
average business traveler at your hotel.

• When you identify a guest is using their hard earned points for your hotel, recognize and celebrate
• Consider how you might proactively help the guest relax to elevate this in partnership with all disciplines
their overall experience. For example, how can you create an
amazing F+B experience for a family with young children? • Work with the total hotel team to create memorable redemption stays. For example, if you know that the
guest is celebrating a 50th anniversary, the Front Office can welcome them with a champagne toast
• Leisure guests give you the opportunity to host an experience, upon arrival, housekeeping can provide monogrammed pillow cases in their room, and your team can
rather than execute a transaction. The leisure guest made a choice celebrate the Member’s special day with a chef inspired dessert.
in booking your specific hotel - this gives you the chance to create
moments they will remember. Business Travelers
• These travelers may be looking for a quick meal and minimal conversation, or a warm welcome after
days on the road. Pay attention to signals that help you tailor your interactions.

• Watch for clues to needs beyond the F+B experience, and partner with other departments to deliver on
them. For example, if they are in a hurry could you ask the bellman to call a car in advance?

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 Drive Community and Increase Traffic

SOCIAL MEDIA
Food and beverage is one of the most engaged categories on
ENROLL NEW MEMBERS
social media. Every time a Member posts about your
Food and beverage is the number two spend for Members, and often Members come
restaurant or bar, they’re creating interest in your property,
back to the same hotel where they enrolled, so your hotel sees the direct benefit.
and bringing more visitors through your door!

• Be empowered and inquire: "Are you a member of our Loyalty program?"

• If they say no, as an F+B associate, you have an opportunity to educate

guests about the benefits of becoming a Marriott Bonvoy Member.

• Depending on the enrollment options at your hotel, you may be able to

enroll them on the spot or you may need to escort the guest to the Front
Desk at a convenient time for them. You could also make a note of their
name and room number and offer to have a Front Desk team member
contact them later for enrollment. Of course, Members can also enroll
themselves via the loyalty programs’ websites but remember that your
hotel won’t receive credit if Members enroll themselves.

• No matter where the conversation takes you, make sure to thank the
guest for their interest.

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 Loyalty Practices for Leaders

Use this checklist to ensure your hotel is thinking about the Marriott Bonvoy touchpoints

MARRIOTT BONVOY + F+B F+B ROLES + RESPONSIBILITIES ELITE LOUNGE SERVICE BREAKFAST EXECUTION

• Does your team know the different • Is your team fluent in the Marriott Bonvoy • Are you prepared to creatively • Are you familiar with the Benefits At-A-
needs of a Leisure Member, a benefits and can they articulate how they staff for elevated Member volume Glance Chart and the Elite Welcome
Redemption Member, and a Business are operationally pulled through? How are in the lounge? Benefits execution?
Member? you and your team being creative in the • Do you have a lounge strategy • Have you and your team reviewed the
• Are they prepared to think differently delivery so that it feels special and unique? meeting with the Chef and senior systems and control processes to
about how to surprise and delight • How are you partnering with other leaders in the hotel, to discuss ensure strong service execution?
members? Have you discussed the departments to bring the Loyalty Mindset to service execution and planning?
empowerment guidelines and does life? What is the cadence of co- • How often are you and your team
your team know how to use them? collaboration? updating the placement of
• Is executing the Loyalty mindset a total • Do you know the enrollment process at your furniture and the food offerings to
hotel effort? Is there a process in place hotel? Do you have an enrollment goal for keep the space fresh and
or a communication tool for you and your F+B area? flexible?
your discipline colleagues to learn • Have you built a relationship with your third-
about Marriott Bonvoy Members? party restaurant partners? Have you shared
• Do daily stand up meetings the Marriott Bonvoy promises you will
encompass discussions around pre- deliver as part of your brand?
arrival planning, in-stay surprise and • Are you aware of the Off-Folio earning
delighters, and process? Has an F+B supervisor or leader
redemption member preparations? in your area received training and access to
process eBonus points for your outlet?

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 MARRIOTT BONVOY OPERATIONS

For information about the on-property pull-through of Marriott Bonvoy, such as

Elite Welcome Gift delivery, prearrival planning and training resources, contact

LSS.PropertySupport@marriott.com

MARRIOTT BONVOY PROPERTY PERFORMANCE & SUPPORT

A global team designated as the first point of contact for properties to assist in program operations and delivery
(e.g., redemption certificates, benefit eligibility, and enrollments, etc.).

MGS > Sales, Marketing & Revenue Management > Loyalty > Tools & Resources > Operations Support