Renaissance Hotels The Navigator Program

Transcription

1 Renaissance Hotels The Navigator Program

2 About Renaissance Hotels St. Pancras Renaissance London Renaissance Shanghai Zhongshan Park Hotel Renaissance New York Hotel 57 La Concha Renaissance San Juan Resort Renaissance Hotels is a lifestyle brand within Marriott International s global portfolio. This extraordinary collection of over 150 hotels range from an historic icon in London, to grand luxury in China, to modern boutiques in New York, to stunning beachfront resorts in the Caribbean. 2

3 What is a lifestyle brand? A lifestyle brand is about creating an experience that represents who customers are or aspire to be Lifestyle brands are experiential They go beyond the functional They connect with consumers on an emotional level Consumers are proud to be associated with these brands 3

4 Examples of other lifestyle brands A lifestyle brand embodies the values and aspirations of their customers. These brands promote a certain way of life that customers can relate to. Customers are usually more passionate about and loyal to lifestyle brands. 4

5 The Renaissance brand positioning The idea of Discovery is at the heart of the Renaissance Hotels brand. At Renaissance, we believe that no matter where or why you travel there is always something wonderfully new to be found. In short, Renaissance guests should always Live Life to Discover 5

6 The three Renaissance brand values RENAISSANCE CORE VALUES Intriguing Indigenous Independent Renaissance is a unique experience that inspires and provokes exploration at every turn. Renaissance reflects and embraces the locale into each hotel s point of view. Like our guests, we are independently-minded and proud to be utterly original. 6

7 Our lifestyle customer the Discoverer A DEEPER UNDERSTANDING OF THE DISCOVERER the Discoverer works to live We call our Renaissance guests Discoverers they are frequent business travelers who seek out new, unique experiences wherever they travel. 7

8 Profile of the Discoverer guest DISCOVERERS ARE AFFLUENT, CURIOUS, AND OUTGOING More Affluent & Well Educated Wide Range of Interests Social and Outgoing 8

9 Discoverers avoid mainstream attractions DISCOVERS AVOID MAINSTREAM ATTRACTIONS Discoverers will go out of their way for truly authentic local experiences and generally avoid national chains. For example, even if Starbucks is next door, the Discoverer would walk a few blocks to an interesting local coffee shop. 9

10 What Discoverers seek (great discoveries!) Discovers seek to find experiences that are intriguing (unique), indigenous (local), and independent (no big chains). As you may have noticed, these are the same three core values of the Renaissance brand! 10

11 The Discoverers mission is to take it all in THE DISCOVERER S MISSION IS TO TAKE IT ALL IN Discoverers want to be in the know they want to know the best dish, the best time to see an exhibit, the best bartender, the best table to see sunset. 11

12 Discoverers love to share their experiences THEY ENJOY STORYTELLING AND SHARING DISCOVERIES Discoverers are looking for that souvenir moment that unique, memorable travel experience that they will then share with friends and family. 12

13 The Navigator helps our guests to discover HOW DO WE CONNECT DISCOVERERS TO GREAT DISCOVERIES? the Discoverer guest great local discovery 13

14 What do Navigators do? WHAT DO NAVIGATORS DO? The Navigator s role is to guide Discoverer guests to authentic local discoveries by sharing hand-picked recommendations for the best local places to savor (restaurants), sip (bars/lounges), shop (stores) and see (attractions). Their local insights will help to transform an ordinary trip into an inspiring journey of discovery. 14

15 Who are the Renaissance Navigators? WHO ARE THE NAVIGATORS? All guest-facing employees are Navigators! From the bellman to the bartender, every employee that has regular customer interaction is a Navigator and should provide local recommendations to encourage guests to go out and discover. 15

16 Hotels also have Lead Navigators THIS IS NOT JUST ANOTHER NAME FOR THE CONCIERGE DESK While all guest-facing employees are Navigators, Renaissance Hotels also have Lead Navigators (or Navigator Concierges) who usually are at a desk identified with a Navigator sign. Their role is the same to make recommendations and actively PROVOKE our Discoverer guests to go out and explore. 16

17 The Local Navigator Guide THIS IS NOT JUST ANOTHER NAME FOR THE CONCIERGE DESK All hotels should also display Local Navigator Guides which are created by the Lead Navigators and feature up-to-date local recommendations in each of the four discovery categories Savor, Sip, Shop, See. 17

18 The goal Navigators are the local experts THE GOAL IS FOR NAVIGATORS TO BE AS ICONIC AS APPLE GENIUSES In the same way people go to Apple Stores to speak with Apple Geniuses for expert tech advice, we want Renaissance Navigators to be the experts people turn to when looking for great local-area recommendations. 18

19 Thank You and Live Life to Discover!