international meeting 10 & 11 july 20061 international meeting 10th & 11th july 2006
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International meeting 10 & 11 July 2006 1
International Meeting 10th & 11th July 2006
International meeting 10 & 11 July 2006 2
Commercial results
International meeting 10 & 11 July 2006 3
Gift certificates
International meeting 10 & 11 July 2006 4
10,7 11,513,6 14,7 16,2
6,74,64
8,1
0
5
10
97-98 98-99 99-00 00-01 01-02 02-03 03-04 04-05 05-06
10,7 11,513,6 14,7 16,2
6,74,64
8,1
0
5
10
97-98 98-99 99-00 00-01 01-02 02-03 03-04 04-05 05-06
in millio
n €
Gift Certificates & Lys Offers : sustainable growth
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Gift Certificates & Lys Offers : detailed results by country
€ € € difference difference Additional businessCountry years 04/05 forecast 05/06 realised 05/06 vs 04/05 vs forecast vs last yearBelgium * 116 326 200 000 161 320 38,7% -19,3% 44 994Germany * 104 841 250 000 139 652 33,2% -44,1% 34 811Spain* 60 510 50 000 55 905 -7,6% 11,8% -4 605UK 138 479 150 000 152 135 9,9% 1,4% 13 656USA* 165 833 250 000 121 550 -26,7% -51,4% -44 283Total outside France 585 989 900 000 630 562 7,6% -29,9% 44 573France MRC 2 801 678 3 078 876 3 344 485 19,4% 8,6% 542 807France telesales 11 333 961 12 123 252 12 282 606 8,4% 1,3% 948 645France total 14 135 639 15 202 128 15 627 091 10,6% 2,8% 1 491 452Worldwide total 14 721 628 16 102 128 16 257 653 10,4% 1,0% 1 536 025
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€ 5.2mon 1 Jan 01
€ 20.7mon 1 Jan 06
In 5 years the value of vouchers in circulation has been multiplied by 4 !
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Gift certificates : sales online
Evolution des commandes internet (€ / mois)
0
100 000
200 000
300 000
400 000
500 000
600 000
JUIL
AO
ÛT
SE
PT
OC
T
NO
V
DÉ
C
JAN
V
FÉ
VR
MA
RS
AV
R
MA
I
JUIN
TOTAL 03/04
TOTAL 04/05
TOTAL 05/06
• 2005 - 2006 : +30% vs LY ; 2,7 M€ turnover
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Split by type of business (2004 - 2005)
Turnover
22,1%
63,7% 14,2%
Corporations Agencies Individuals
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Gift certificates : 25 top clients (July 05 – May 06)
COMPANIES Turnover €STIMULA 123 469 CREDIPAR CITROEN 103 082 ACCENTIV 77 551 EURO RSCG 4D 74 753 NOVARTIS PHARMA 68 500 CEGETEL 67 446 UFIFRANCE PATRIMOINE 61 235 LABORATOIRE ASTRAZENECA 61 200 AXA France 57 625 GIE AXA France 56 703 UNITEAM 55 166 SAS CARTE BLEUE 53 309 NESTLE France 52 847 SIMMONS MATELAS 48 978 BANQUE DE BAECQUE BEAU 46 777 WINES & CHATEAUX 45 941 PHB COMMUNICATION 45 267 TERRA MOTIVA GROUPE INCO 44 823 TQ3 TRAVEL SOLUTIONS 34 800 IBM France 32 192 AFFAIRES DIRECTES 31 800 TEXAS INSTRUMENTS 31 070 THOMAS COOK VOYAGES 30 386 GPA ASSURANCES 29 900
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Gift certicates : 25 top properties
PROPERTY TURNOVER €
La Ferme Saint-Siméon 128 175Domaine de Rochevilaine 121 775La Chaumière 94 675Maisons de Bricourt 88 450Le Relais Bernard Loiseau 82 850Le Richelieu 80 800Hostellerie La Cheneaudière 77 950Manoir de Lan-Kerellec 74 425
Hélène Darroze 74 050La Côte Saint-Jacques 72 725Cazaudehore "La Forestière" 65 425Château de Marçay 62 100Bas Rupts et Chalet Fleuri 59 825Georges Blanc 59 350Château de Locguénolé 58 825Auberge des Templiers 56 350Castel Marie-Louise 55 300Château de Noizay 54 175
Château de Montreuil 53 475Oustau de Baumanière 52 425l'Espérance 48 450Castel Clara 47 575Les Hautes Roches 46 875Château d'Audrieu 46 375Les Loges de l'Aubergade 45 775
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Reservations
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10 1114
16 1821
2833
43
05
1015202530354045
'97-98
'98-99
'99-00
'00-01
'01-02
'02-03
'03-04
'04-05
'05-06
Sales revenues generated (US$ million)
Sales revenues from central reservations
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Reservations : global results
TOTAL Période : Juin CUMUL Période : Juillet-Juin 2006 2005 Evol. 2006 2005 Evol.
Volume d'activité ($) $4 893 152 $3 818 756 28% $42 566 954 $33 162 382 28%Réservations (brutes) 4 765 4 247 12% 44 124 36 583 21%Nuits (brutes) 10 603 9 254 15% 98 310 79 224 24%P.V. Chambre ($) $461 $413 12% $433 $419 3%nuits / réservations 2,23 2,18 2% 2,23 2,17 3%
TOTAL
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Reservations : Internet results
Evolutions des réservations sur le site R&C
0
500
1000
1500
2000
2500
JUI AOU SEP OCT NOV DEC JAN FEV MAR AVR MAI JUN
2003-2004
2004-2005
2005-2006
• 2005 - 2006 : +37% vs LY
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Reservations through voice channel detailed results :
July 05 - June 2006 TOTALPAR PHNX TKY MRC PARIS BERLIN MRC NY ESP ITL ARG AUS BRA RUS 2005 - 2006
$ $2 771 779 $6 692 239 $350 016 $228 836 $3 428 $179 398 $1 369 717 $918 042 $229 955 $616 237 $401 855 $72 188 $13 833 690Res 5 185 5 675 497 302 3 152 1 619 701 213 455 487 115 15 404Night 9 981 14 401 774 607 9 358 3 493 1 949 492 1 169 1 025 185 34 443$/N $278 $465 $452 $377 $381 $501 $392 $471 $467 $527 $392 $390 $402LG 1,93 2,54 1,56 2,01 3 2 2,16 2,78 2,31 2,57 2,10 1,61 2,24
July 04 - June 2005 TOTALPAR PHNX TKY MRC PARIS BERLIN MRC NY ESP ITL ARG AUS BRA RUS 2005 - 2006
$ $2 137 334 $4 688 447 $340 506 $182 393 $16 062 $1 227 564 $745 852 $162 965 $599 170 $287 853 $90 106 $10 478 252Res 3 074 4 111 552 291 14 1 273 517 185 469 392 54 10 932Night 6 625 10 162 835 518 41 2 831 1 539 402 1 170 759 164 25 046$/N $323 $461 $408 $352 $392 $434 $485 $405 $512 $379 $549 $418LG 2,16 2,47 1,51 1,78 3 2,22 2,98 2,17 2,49 1,94 3,04 2,29
TREND 05/06 vs 04/05 TOTALPAR PHNX TKY MRC PARIS BERLIN MRC NY ESP ITL ARG AUS BRA RUS 2005 - 2006
$ 29,7% 42,7% 2,8% 25,5% 1016,9% 11,6% 23,1% 41,1% 2,8% 39,6% -19,9% 32,0%Res 68,7% 38,0% -10,0% 3,8% 985,7% 27,2% 35,6% 15,1% -3,0% 24,2% 113,0% 40,9%Night 50,7% 41,7% -7,3% 17,2% 773,2% 23,4% 26,6% 22,4% -0,1% 35,0% 12,8% 37,5%$/N -13,9% 0,7% 10,9% 7,1% 27,9% -9,6% -2,8% 15,3% 2,9% 3,4% -29,0% -4,0%LG -10,7% 2,7% 3,0% 12,9% -19,6% -3,0% -6,6% 6,3% 3,0% 8,7% -47,0% -2,4%
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Breakdown of reservations by distribution channel (room nights)
31,3%32,4%
36,3%
VOICE
GDS
INTERNET
31,6% 33,4%
35,0%
VOICE
GDS
INTERNET
July 05 - June 06 July 04 - June 05
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Reservations : top 2005 – 2006 properties
PROPERTY TURNOVER €Hôtel de Vigny 854 899Château de La Chèvre d’Or 433 890Le Château du Domaine St Martin 259 475Le Mas Candille 178 056Hôtel Résidence de la Pinède 237 045Oustau de Baumanière 223 524Villa Gallici 200 430Château de Noizay 185 095Domaine des Hauts de Loire 184 209Le Relais Bernard Loiseau 95 402Villa Florentine 155 750La Ferme Saint-Siméon 117 532Le Saint-Paul 181 950Château d'Audrieu 144 457Château de Marçay 120 470Royal Champagne 122 520Château Les Crayères 148 060Château de Mirambeau 61 690Le Métropole 216 420Château Cordeillan-Bages 120 287Villa Belrose 126 059Le Vieux Logis 116 285Château de la Treyne 82 000Jean Bardet - Château Belmont 133 415La Bastide Saint-Antoine 92 017
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• The example of Mas Candille
Acceleration effect of Netbooker 4
MAS CANDILLE
With NB4
May 2005 -
Jan 2006
With NB2
May 2004 -
Jan 2005
Multiplying
coefficient
Room nights293 70
4.2
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• Example of January 2006
The accelerating effect of Netbooker 4
x 2
Nights January2006
Number of properties
Nights per property
Netbooker 2 960 124 7.7
Netbooker 4 130 9 14.4
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Internet
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Internet : average number of visitors per day
Evolution comparée des visites
7500
12500
17500
22500
27500
Juil Août Sept Oct Nov Déc Janv Févr Mars Avr Mai Juin
2003-2004
2004-2005
2005-2006
• Since January 2006 the number of visitors has doubled vs LY
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Number of visitors per day on relaischateaux.com
0
5 000
10 000
15 000
20 000
25 000
30 000
January 2002
January 2003
January 2004
January 2005
January 2006
4,000,000+visitors in 2004
5,500,000visitors in 2005
10,000,000visitors in 2006
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Internet : split of traffic by language
Répartition des visites par langue Juin 2006)
45%
10%
35%
10%
FR
DE
EN
ES
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Internet : origin of visitors
France36%
Etats-Unis14%
Allemagne7%
Espagne-Portugal9%
Royaume Uni & Irlande
8% Benelux5%
Italie4%
Amérique Latine3%
Canada2%
Europe (Autres)4%
Asie & Océanie3%
Afrique & Moyen Orient
1%
Autres13%
Suisse-Liechtenstein4%
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Internet : e-brochures downloaded
0
2000
4000
6000
8000
10000
12000
14000
16000
DECEMBRE JANVIER FÉVRIER MARS AVRIL MAI JUIN
Téléchargements des e-brochures sur le site
RG
SPA
GOLF
NOUVEAUX
GUIDE
DECEMBRE JANVIER FÉVRIER MARS AVRIL MAI JUIN GUIDE 5 890 4 899 4 361 5 377 4 969 6 058 5 152 NOUVEAUX 4 424 5 742 4 712 5 418 3 297 3 597 3 202 GOLF 434 966 792 1 086 627 658 544 SPA 1 974 2 263 2 172 2 474 1 570 1 519 1 325 RG 0 411 399 434 243 196 201
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Berlin Office
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Relais & Châteaux GermanyBerlin Office
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OrganigrammRelais & Châteaux GmbHInternational and German Delegation
DirectorUlrike Reichl
Sales & MarketingAssistent
Céline ZiebarthReservation Agent
Marketing ManagerAnja Ullrich
Sekretär/inPraktikant
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Director
• Marketing Plan and Budget
• Coordination and contact with the members
• Supervision of the international marketing plan
• Supervision of the marketing plan for the German Delegation
Showcase, Publication, Magazine etc
• Press
• Contact with our partners
• New candidates and coordination with the Head Office
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Marketing ManagerAnja Ullrich
Tel 030 / 8800 18 07
. Press
. Newsletter
. Showcase
. Events
. Publications
. Partner
. Luxury Alliance
. Product Seminares
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Sales & Marketing AssistentCéline Ziebarth
Tel : 030/ 88 00 1808
. Distribution Guide
. Distribution Brochures
- Golf
- Spa & Beauté
- Reiseroute
. Database
. Administration Gift Certificates
. Club 5C
. Office Organisation
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Reservation Agent
• Reservation for all German speaking clients from Germany, Austria and Switzerland
• Reservation for Club 5C members
• Coordination between members and reservation centre
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Main Activities
• Press
• Fares and Salons
• Promotional Events
• Showcases / Salons
• Partners
• Internet pages and newsletter
• Club5C
• Publications
• Seminar with our Partners for the members
Marketing Activities
of the German Delegation
of Relais & Châteaux
2006/ 2007
Press
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General Cooperation with the Press
• Coordination of press request
• National : 185 articles covering 21,8 Mio readers
• International : 115 articles covering 17 Mio readers
• Election and Press Conferences : 18 articles covering 530.000 readers
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Invitation of Journalists
• More press journeys for international journalists in cooperation with our offices in Paris, New York and Barcelona
• Press journey by Relais & Châteaux to China ( Journalist of important medias like Welt am Sonntag, Feinschmecker und Lufthansa Magazin)
• Congress November 2006
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Press Conferences – Lunches- 2007
• Three Press lunches at the beginning of 2007:
- Hamburg
- Berlin
- München
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Presseresonanz am Beispiel „Handelsblatt“
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Promotional
Events
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Maison de Relais & Châteaux in Paris presented the German Delegation throughout January 2006
• 9. January Cocktail with about 65 journalists and VIPs from the Paris Region (Wine from VDP)
• over 650 visitors throughout the months of January
• Decoration with pictures from Germany and the German members
• Presentation of the German Members on a plasma screen
• Brochures of the members have been available during the whole months
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• Fotos MRC
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Lunch & Learn at the American Express Cardholder Travel Service
• Presentation for about 45 agents from the AMEX Cardholder Hotel Reservation Services
• Lunch by Relais Gourmand Johann Lafer´s Stromburg
• Very good feedback from the agents and strengthening of the contact to the Services
• Main subject was reservation via GDS and our reservation services in Paris
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„Salon der Deutschen Delegation“ of Relais & Châteaux in Germany
• Next date will be in September 2006 with participation of international Delegations
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Maison de Relais & Châteaux in New York
• COCKTAIL Empfang und/oder DINNER (Dezember oder Januar)
Schaukochen mit Chefs aus Deutschland
• Kosten : ca. 2000 USD
• Zwischen 50 und 150 Personen
• Zielgruppe :
Potentielle Gäste
Club 5C Mitglieder
Merrill Lynch Cardholders
Saveur Magazine Abonnenten
Kunden der offiziellen Partner
Presse
Reisebüro-Agenten
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„Ball des Sports“ February 2007 in Wiesbaden
• Stand of Relais & Châteaux in the Partners Area
• VVIP Guests of Corporate, Politics and Press
• Every of the 2200 guests receives the Guide
• about 400 Guides will be distributed in addition
• Relais Gourmand Chef is preparing the menu
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• Fotos Ball des Sports bzw. Seite aus dem Dossier
Fares and Salons
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• ITB 2007 in Berlin
• IMEX 2007 in Frankfurt
• Participation of the Delegation at the Relais & Châteaux booth in a foreign country (tba)
• Participation at the Leading Showcases in Germany
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Publications
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• TV-Program
• International Magazine with special insert for the German Delegation
10.000 Examples à 8 pages / 2350 Euro
• New edition of the German Reiseroute
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TV - Program
• The cover for the TV – Program for all members is newly printed every January for one yea
• Covered through two advertisements
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• Tv eingescannt
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„Reiseroute“ of the German Delegation
Club 5 C
in Germany
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Service for all German speaking Club 5C Members since 01.April 2006
• The complete services for the Club 5 C members is handled from the Berlin Office
– Invitation and membership
– Mailings and Newsletters
– Reservation and Information through special hotline
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Club 5C in Germany
• 1900 guests have been invited
• 776 guests have received their cards already
• Mailing of Christmas card and Guide 2006
• Only 1 of all 26 members is not participating in the program of Club 5C
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Special Programs and Events for Club 5C Members
• Exclusive Dinner with Wempe and guest speaker (Wrist Watches, Jewellery etc.)
• Cooking classes
• Exclusive events with our partners (z.B. Champagne – Wine Tasting)
• Exclusive tours and travel with the agency Culture & Travel
- different itineraries in Germany
- e.g. Pommery in Reims
- Perigord
- Côte d´Azur
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Sale of Gift Certificates
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Revenue FY 2005/ FY 2006
• July 2004-Juin 2005: 104.840,92 €
• July 2005-Juin 2006: 136.575,11 €
plus 31,1 %
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Anteile der Geschenkgutscheine und Lys-Arrangements (Juli '05-Februar '06)
Lys Arrange-ments16%
Geschenk-gutscheine
84%
Lys ArrangementsGeschenkgutscheine
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Fiscal Year Juli 2005-Juni 2006
5200,61
10 105,22
8 601,75
30 971,99
16 338,15
13 171,36
8 714,64
9 789,02
14051,7
8126,09
15174,27
9683,81
0 5000 10000 15000 20000 25000 30000 35000
Juillet '05
Aout '05
Septembre '05
Octobre '05
Novembre '05
Decembre '05
Janvier '06
Fevrier '06
Mars '06
Avril '06
Mai '06
Juin '06
Euro (TOTAL: 149.928,61€)
Partners
International meeting 10 & 11 July 2006 81
Seminar with Fish Manufacturer „ Deutsche See“
• 10 participants of the German Members
• Dinner and Overnight in Hotel Abtei in Hamburg
• One day visit at the „Deutsche See“ in Bremerhaven
• Cost covered by Deutsche See
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Seminar Grand Marnier und Nespresso20. November 2006
• Ziel
> Grand Marnier den Mitarbeitern von Relais & Châteaux Mitgliedshäusern näher zu bringen
> Grand Marnier heute
> Wie kann man Grand Marnier einsetzen
> Nespresso und seine Produkte
• Zielgruppe
> Direktoren oder Restaurant Manager der Mitgliedsbetriebe von Relais & Châteaux in Deutschland
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Seminar Grand Marnier und Nespresso20. November 2006
• Organisation
> Seminar by : Guillaume Buisson and Jean Hurstel Cocktail - Expert : Serge Sevaux
> Nespresso teaches about coffee and its products
• Timing :
> Arrival by Monday at 13.00 with Lunch and Seminar
> Teaching about the products in the afternoon
> Before Dinner : Cocktail Training
> Dinner : “Inszenierung” des Erlernten
> Tuesday Morning Departure
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Seminar with our Partners 2006/ 2007
• Possible Partners for further seminars could be :
> Champagne
> Cheese
> Chocolate
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Projekt Hotelfachschule Heidelberg und Institut Paul Bocuse
• Präsentation der Abschlussprojekte unter Einbeziehung von Relais & Châteaux
• Ausbau des Kontaktes zur Hotelfachschule Heidelberg
• Weiterführung der Kooperationen mit den beiden Instituten
International meeting 10 & 11 July 2006 89
VDP Verband Deutscher Prädikatsweine
• Participation at the Maison de Relais & Châteaux in Paris
• Relais & Châteaux offers 2 nights at a Fundraising Auction for the „Institut Masters of Wine“ at Christie´s New York in November 2006
• VDP offers wines at our events
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New York Office
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Organization RELAIS & CHATEAUX NEW YORK
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HeadquartersNorth American Board
Tamara LawrieSales Manager
Eliane KaiserExec Assistant
Nancy RoseneSales Rep
Matt RankertMgr, Distribution & Loyalty Programs
Intern
Brenda HomickDirector
North America
Summerlee Staten RoweClub 5C Concierge
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Delegation Activities2006/2007
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Regional inserts – Relais & Châteaux Magazine
• Schedule:
• Autumn 2006 - NA Relais Gourmands
• Spring 2007 - Québec/Ontario
• Autumn 2007 - Islands
• Spring 2008 - British Columbia/Alberta
• Autumn 2008 - California
• Spring 2009- Midwest
• Autumn 2009 - Southwest/Rocky Mountains/Mexico
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Website Development – NA Destination Pages
• Spring/Summer 2006
– Professionally written regional itineraries, places of interest, etc..
• Fall 2006
– Emphasis on cuisine with prominence of property culinary information
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Yield Revenue Management/Maximization of Distribution Channels
• Generate enhanced revenue for the individual properties
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Sponsorship
– Develop closer relationships with corporate sponsors, generate advertising, and expand promotional opportunities
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Collateral Material
• Reprint NA Relais Gourmands Guide
Events
• James Beard Awards – Featuring NA Relais Gourmands
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Corporate Objectives
CLUB 5C
• Develop Club 5C Membership and Partnerships
- Goal of 2,000 members by June 2007
• Initiate Club 5C enewsletter
• Special Events for Club members
• Exclusive packages
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Develop GC Sales
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• Challenges:
1. Many NA properties have existing gift certificates
2. Extensive competition
3. Lack of easily accessible properties throughout much of the US
4. Cash-oriented society - not readily accepted for incentives
5. Branding
International meeting 10 & 11 July 2006 107
• Select Initiatives with Partnersie, American Express Membership Rewards
Minimum annual sales estimated at $100,000 USD
• Enhanced focus on the wedding/honeymoon market
• Select advertising/PR initiatives
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American Express- Romantic Escapes
Promoted through:AMEX website30 million impressions
Cardmember mailings25,000 – 30,000 clients
Newly launched AMEX card
Honeymoon Trade Events
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2006/2007 Promotional Events
• August 22, 2006
– R&C Virtuoso Reception – Las Vegas
• February/March 2007
February 26 - New York City Sales Calls
February 27 – New York City Trade & Press Reception
February 28 – Boston Trade & Press Reception
March 1 – Miami Trade Reception
March 2 – Miami Press Luncheon
March 5 – Houston Trade Reception
March 6 – Chicago Trade/Press Reception
March 7 – LA Trade/Press Reception
March 8 – LA Sales Calls
International meeting 10 & 11 July 2006 110
Destination Promotions• Fam Trips
Quebec - Travel agents
South Africa - Press
France – Press
• Travel Agency Promotions
July/August – Provence
September – Bordeaux
October – South Africa
November – Austria
December – Germany
April – Spain/Portugal
May - Brittany
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Internal communication
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Key Commercial objectives and actions
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Central Reservations1 REACH 47 M$ revenue (+10% after + 28%)
Club 5C devlopment BDD 50 000 €
Promote theme products (Golf , Spa, ski, cooking classes...) 10 000 €
2 RELAUNCH TRAVEL AGENT ACTIVITY
Broaden distribution net work 50 000 €
Reinforce R&C credibility (Gold list) 10 000 €
3IMPROVE ORGANISATION AND REACTION CAPACITY OF THE VOICE CHANNEL
Launch reservations in London 33 000 €
Channel overflow in Europe to a Pegasus call center 33 000 €
Dedicated person in the US office 25 000 €
4 DEVELOP SALES VIA THE INTERNET
Reach 39% of online penetration for res. 0 €
Reinforce Netbooker 4 penetration : from 140 to 180 properties 0 €
Improve e-communication and e-data base 90 000 €
Implement effective on-line tracking tools 40 000 €
Continue work on search engine ranking 15 000 €
Develop and promote special offres/SRP on-line & on e-news 0 €
Reinforce cross marketing actions with partners 0 €
Internal or outsourced training 15 000 €
International meeting 10 & 11 July 2006 114
Gift certificates
1REACH 17,2 M€ REVENUE (+ 7% after a year at + 10%)
Capitalize on new Lys products 30 000 €
Launch GC's in £ in the UK market with new dedicated packages 15 000 €
Promote a Manager in the French telesales team 0 €
2 DEVELOP ON-LINE SALES
Launch on-line sales in France (Fianet / Verisign ?) 20 000 €
Carry out a case study for the other markets (Verisign ?) 0 €
3 INCREASE SAFETY AND MAINTAIN COMPETITIVENESS
Launch a gift card :partner to identify and select 0 €
Preliminary IT work 0 €
Launch Q2 2007 95 000 €
International meeting 10 & 11 July 2006 115
Commercial offer : key objectives
• Easy to understand and buy (packages)
• Direct access to offers (on-line, e-news)
• More yield management
• Better distribution and leverage effects (partners)
International meeting 10 & 11 July 2006 116
Commercial offer : SRPs created
Spa & Relaxation Spa & Beauté 2N Spa & Beauté 6N Golf & Gastronomie Esprit Golf 1N Esprit Golf 6NFrance 7 11 9 15 17 13 59 48 3U.S.A 0 0 0 0 0 0 0 1 1SPAIN 4 4 4 2 2 2 6 2 1U.K 1 0 0 0 0 0 4 4 0GERMANY 3 4 4 1 1 1 7 5 0OTHER 22 25 18 6 7 6 36 36 14
TOTAL 37 44 35 24 27 22 112 96 19
4 for 3SPA GOLF
Discovery 3 for 2
• A total of 419 rate plans created
• Without individual rate plans created by the R&C properties
International meeting 10 & 11 July 2006 117
Reservations : quantitative objectives
July 06 - June 2007 TOTALPAR PHNX TKY MRC PARIS BERLIN MRC NY ESP ITL ARG AUS BRA RUS UK 2006 - 2007
$ $3 048 957 $7 361 463 $385 018 $251 719 $274 208 $288 000 $1 506 689 $1 009 846 $252 950 $677 860 $442 041 $79 407 $525 744 $16 103 902Res 5 704 6 243 547 332 240 240 1 781 771 234 501 536 127 595 17 849Night 10 979 15 841 851 668 720 720 3 842 2 144 541 1 286 1 128 204 1 309 40 233
International meeting 10 & 11 July 2006 118
Gift certificates : quantitative objectives
• In terms of margin, the objective is 1,2 M€
€ € differenceCountry years 05/06 forecast 06/07 vs 05/06Belgium 161 320 180 000 11,6%Germany 139 652 200 000 43,2%Spain 55 905 60 000 7,3%UK 152 135 250 000 64,3%USA 121 550 200 000 64,5%Total outside France 630 562 890 000 41,1%France MRC 3 344 485 3 578 599 7,0%France telesales 12 282 606 13 142 388 7,0%France total 15 627 091 16 720 987 7,0%Worldwide total 16 257 653 17 610 987 8,3%
International meeting 10 & 11 July 2006 119
Zoom on Club 5C
International meeting 10 & 11 July 2006 120
Club 5C status
Main figures:
- 371 participating properties
- 5 950 cardholders
- Database increase : + 25% since December 2005
Split by market
40
14
13
13
45 4
France
UK
Allemagne
USA
Espagne
Suisse
Italie
International meeting 10 & 11 July 2006 121
Marketing Operations (1)
Date
Type of action
Operation Target Results
December 2005 Club 5C mailing
Sending of the guide 2006 and a Christmas card
All Club 5C member with a specific offer for French market (a USB key for a gift certificate or Lys offers purchase)
N/A
January 2006
Club 5C EventClub 5C cocktail dedicate to the German Delegation at the Maison des Relais & Châteaux in Paris
Criteria :
- To live in Paris
-Favorite destination in Europe = Germany
Total invitation: s: 25 persons
Inscription: 8 persons (32%)
January 2006
Club 5C internal action
Club 5C charter renewal for a period of two years (2006-2008)
All Relais & Châteaux properties
371 participating properties
3 cancellations
35 new participating properties (included 16 new members)
February 2006
Club 5C Event
Club 5C cocktail dedicate to the Benelux Delegation at the Maison des Relais & Châteaux in Paris
Criteria :
- To live in Paris & surroundings
-Favorite destination in Europe = Benelux countries
Total invitations: 75 persons
Inscription:18 persons (24%)
February 2006
Club 5C mailing
Personalised mailing as part of our partnership with Silversea. Goal: promotion of theme Cruise « La Serenissima »
3 Markets: French & Belgian (2158 addresses)+ UK (730 addresses)
Privilege 5C: credit on board 100 $ per person
7 calls on the dedicated phone number
4 suites Booked
International meeting 10 & 11 July 2006 122
Marketing Operations (2)Date Type of
actionOperation Target Results
March 2006
Club 5C Event
Club 5C cocktail dedicate to the Grand Ouest Delegation at the Maison des Relais & Châteaux in Paris
Criteria :
- To live in Paris
-Favorite destination in France = Brittany, Normandy, Pas de Calais, Loire Valley
Total invitations: 141 persons
Inscription: 20 persons (14%)
April 2006
Club 5C event
Club 5C cocktail dedicate to the Côte d’Azur Corse Delegation at the Hôtel Meurice
Criteria :
- To live in Paris & surroundings
-Favorite destination in Europe = Côte d’Azur / Corse
Total invitations: 474 persons
Inscriptions: 135 persons (28%)
April 2006
Club 5C mailing
Mailing (brochure + cover letter + inscription form) concerning an event in Bordeaux organize by the UGCB.
French Club 5 C member passionate by oeunologie.
real interest for this type of operation based on guest preferences
May 2006 Club 5C mailingSending of the Italian Delegation brochure with a cover letter
Italian Club 5C member (local market)
N/A
May 2006 Club 5C E-mailing
E-card Calyon Pro’am to promote a golf competition
European Club 5C member passionate by golf (2 version: French & English)
Open rate: 41%
Click rate: 30 %
Reply to the special offer: 9
June 2006
Club 5C mailingMailing : Relais & Châteaux magazine l’Ame & l’Esprit
All Club 5C’s N/A
International meeting 10 & 11 July 2006 123
Club 5C program – next steps
• Global objectives:
- Generate more revenue
- Recognize their status and encourage them to return to our properties
• Specific actions: 3 key words….
Acquisition – Animation – CRM
- Acquisition campaigns to reach the objective of 10 000 cardholders at the end of June 2007.
- Develop more exclusive events
- Database development: : integrated data (sollicitation, fulfilment, reservations, invitations etc…)
International meeting 10 & 11 July 2006 124
Zoom on e-newsletters
International meeting 10 & 11 July 2006 125
e-newsletter data base
5%
62%
33%GERMANENGLISHFRENCH
Subscribers Unsuscribers
English 58860 2780
French 31227 2382
German 4817 429
International meeting 10 & 11 July 2006 126
Date Name Total E-mail sending Open rate Click rate Client interest Unsuscribers CommentsNovember 06 N°20 72933 24% 11% 45% N/A
December 06 N°21 90980 20% 9% 48% N/Aproblem with the object of the french version. Duplcation of the campaign
February 06 N°22 73154 24% 11% 45% N/AMarch 06 N°23 80984 22% 10% 44% N/AMay 06 N°24 77868 23% 10% 43% 70 No German version
23% 10% 45%
International e-newsletter : results
International meeting 10 & 11 July 2006 127
Date Name Total E-mail sending Open rate Click rate Client interest Unsuscribers CommentsJune 05 South Africa 1 18300 21% 6% 30% N/AJuly 05 Austria / North Europa 49533 27% 12% 47% N/AAugust 05 Great South West 1 25692 32% 17% 55% N/Amarch 06 South Africa 2 53618 19% 9% 47% N/AApril 06 Spain 50181 22% 8% 35% 45 No Delegation contactsJune 06 Great South West 2 27314 24% 9% 37% 72 No Delegation contactsJune 06 Switzerland 51555 17% 6% 36% 83
24% 11% 11% 43%
Mail are made on one segment of Relais & Châteaux database. Each Delegation have to add its contacts to increase the impact of the E-newsletter.
Fee requested for one e-newsletter sending: 900 €
Delegation e-newsletter : results
International meeting 10 & 11 July 2006 128
The Relais & Châteaux special operations
The Relais & Châteaux Club 5C E-newsletter
Date Name Total E-mail sending Open rate Click rate Client interest Unsuscribers CommentsDecember 05 N°3 504 52% 35% 67% N/AFebruary 06 N°4 552 50% 44% 88% N/AMarch 06 N°5 755 50% 45% 90% N/AJune 06 N°6 602 50% 29% 58% 0
51% 41% 82%
Date Name Total E-mail sending Open rate Click rate Client interest Unsuscribers CommentsSeptember 05 MRC letter 3287 34% 11% 32% N/ANovember 05 Gift certificate & Ly offers letter 74382 25% 6% 23% N/AMay 06 E-card Calyon 713 41% 30% 74% 11
33% 16% 43%
International meeting 10 & 11 July 2006 129
e-communication : next stepsGlobal objectives:-Increase online turnover
-Refresh our template with 3 key words: dynamism, luxury & dream.
-Increase the e-mail database
-Increase quality and maintenance of data, improve segmentation
-Rationalise production, improve internal processes
-Personalise communicationTools: collaboration with a web agency-Production, wording, reporting
-Input for specific content
-Definition of guidelines to improve e-newsletters’ campaigns
International meeting 10 & 11 July 2006 130
London Office
RELAIS & CHATEAUX
LONDON OFFICE
Nicola Liddiard
Director UK & Ireland
Regional MRC Director Meeting July 9-11, 2006
International meeting 10 & 11 July 2006 132
Office Location as of May 1st• Adam Street – The Strand
• Address: 7 Adam Street, London , WC2N 6AA
– Tel: 0207 520 9310 Fax: 0207 520 9311 Reservations:0207 520 9315
• Tube station: Charing Cross/Embankment/Covent Garden
• Near by landmarks – Trafalgar Square /Covent Garden /London Eye
• 2 stops on the underground to Waterloo for the Euro star
• Conveniently located for Heathrow Airport – 40 minutes on the Piccadilly line – Gatwick 4 stops on Circle /district to Victoria for Gatwick Express
• Nearby hotels: Savoy hotel /Hilton Waldorf/Citadine Apartotel – LCR pending
• Office fully operational and independant as of July 1st – Contract with Grapevine ended on June 30
• Estimated time at this location – approx 1 year
International meeting 10 & 11 July 2006 133
What has been done since April 1st• It’s no longer just me and a mobile phone!!
• Established 100% dedicated subsidary branch for Relais & Chateaux in central London to represent R&C on the UK & Irish market on May 1st ( it took a month to find the right location)
• IT equipment installed for 4 users
• ACT data data base installed and training undergone.including SAGE accounting
• R&C UK Bank accounts opened/ CC merchant number and terminal installed
• Office administration processes all in place - R&Cstationary etc all ordered
• Engagement of Beechams Chartered Accountants
• Various Handover meetings with Grapevine Marketing which has ensured a smooth transition.
• All collaterall and other R&C stationary delivered from Grapevine
• Meetings with Key Partners and players in the UK
• Meeting with MRC Berlin – gave an idea of established office operations
• Site visit MRC New York as benchmark for the London MRC
• International and UK marketing plans for 2006/2007submitted
• Budget 2006/ 2007 submitted
• Recruitment of 2 team members – sales manager TBA
• HR processes established
• Lawyers Farrer & Co – sorted out all legal issues
• Press releases – Official announcement of the new UK R&C office been sent to the trade and press in the & ireland – plus lots more ……….
International meeting 10 & 11 July 2006 134
The Team
• Nicola Liddiard – Director UK & Ireland– British/German
– Started April 01, 2006
• Christelle Santos Dias – Sales & Marketing Coordinator– French
– Speaks excellent English – lived and worked in the UK for some years
– Started June 19th, 2006
• Maite Monte – International Reservations Agent & Club 5C– French
– Speaks excellent English
– Starts June 19th, 2006
• Sales Manager – final selection still in process
– British or potentially Dutch
– Should be on board by August 01, 2006
• Trainee – Alicja Likas– Polish
– Starts July 24th
International meeting 10 & 11 July 2006 135
Organisational Structure
Nicola LiddiardDirector UK & Ireland
MRC
Sales ManagerTBA
TraineeAlicja Likas
Christelle Santos DiasSales & Marketing
Coordinator
Maite MontetIntl. Reservations
Agent
International meeting 10 & 11 July 2006 136
Christelle Santos Dias – Sales & Marketing
Coordinator • General office Management and assistant to Director
• Responsible for processing of the gift Certificates and Forfait Lys including stock control and month end reporting
• Co-ordination and management of mailings
• Project Management of events from large trade shows to specialized individual client events.
• Office processes and reporting
• Database management
• Research projects
• Assist with marketing projects
• Coordination of press trips.
• Assist with reservations and travel agent requests
• Deal with client queries and rate requests on an ongoing basis
International meeting 10 & 11 July 2006 137
International meeting 10 & 11 July 2006 138
Maite Montet – International Reservations Agent
• Manage Club 5C reservations
• Direct client and travel agency reservations for UK & Ireland – maybe more countries later .
– Deal with client queries relating to reservations, rate requests, availability and information on Relais & Châteaux hotels and restaurants on an ongoing basis via phone / e mail/ FaxManage the administration for Club 5C members
• Manage and take group bookings 5 -20 pax
• CRO Reports: Daily log of calls, plus weekly and monthly reservations reports
• Administration of the Club 5C membership - UK
• Co-ordinates with all relative departments such as Central Reservations Office in Paris for hotel information or reservation issues/Club 5C Project Manager in Paris and Customer Service to assure high standards are kept constantly
• Handles travel agent commission issues in liason with Central Reservations Office in Paris
International meeting 10 & 11 July 2006 139
International meeting 10 & 11 July 2006 140
Historic Moments!
• July 01,2006 it was official!
– 0845 601 9937 – switched MRC London Ltd
– [email protected] – MRC London Ltd
– [email protected] – new gift certificate e mail went live
– Contract with Grapevine ended
• July 3 – 7, 2006 we sold over £2000 worth of gift certificates
• July 7th – Reservations toll free number from Paris transferred to London office at 11am local time
• July 7th – we took 15 calls on the 1st day live
• July 7th confirmed one booking for la Pyramide for one night Euro 230.00
• July 10th – we took 15 calls 2nd day live and made 2 bookings worth £710.00
International meeting 10 & 11 July 2006 141
Key objectives • Further develop the UK market as a source of sales for our
properties worldwide
• Enhance R&C brand awareness in the UK & Ireland through PR, sales and marketing initiatives
• Promote and increase performance of the UK & Ireland Members through active sales, Public relations and targeted marketing activities
• Achieve our financial targets as set by Paris – (hard task masters!!)
• Open a “Maison” des Relais & Châteaux in London within 1 year. – This “Maison” will be used as a reservation and information centre for consumers, a sales
office for agencies and corporations, a PR office for press, a membership services centre for the UK Relais & Châteaux properties, and the corporate office for the Director and team.
– Estimated time frame for this project - 1 year
– Preferred locations – South Kensington/Pimlico/Lower Sloane Street/Mayfair
– Meeting to be scheduled with all parties involved including potential sponsors - BADA & European country kitchens
International meeting 10 & 11 July 2006 142
Key Actions - R&C International• Distribute the Relais & Châteaux guide and collateral material–
Maison de la France,Walpole committee, BADA fair,LHW showcase, Amex workshops, charity events, R&C international showcase in London Jan/Feb – December mailing of the new guide
• Club 5C - voice reservation service for the UK & Ireland customers plus Club 5C dedicated line: organise events /promotions with partners ie silverseas venetian society/recruitment of new Club 5C –Amex top spend in the UK & ireland
• Further Develop gift certificates sales – as of July 1st, 2006 – mailing with maison de la France 350 addresses – Eurostar carte blanche holders uk and london catchment area - via press and advertizing
• Promotions – key trade events – WTM /ILTM/Luxury travel fair/R&C International showcase , BADA fair and other regional shows.
• Travel agencies, C&I agencies, corporates -:product training . Fam trips and regular sales calls, work shops
• partnership/relationship marketing – Amex / BA/virgin trains/eurostar on barter hopefully
• Work with International partnerships for sponsorship - search for the new MRC London
International meeting 10 & 11 July 2006 143
Continued
• Work with our luxury alliance partners – LHW/ orient Express/Silverseas trade shows /consumer events/ Club 5c
• Support visiting hotels from abroad with market information and appointment planning
• Create and manage local partnerships
• Public relations – press trips/conferences/press lunches. Launch of the new guide and anouncement of new members – press tour with maison de la France 2 cities in the UK, VIP press trip to a R&C new member in destination of exceptional interest,
International meeting 10 & 11 July 2006 144
Key Actions - UK & Ireland Delegation• Produce and distribute collateral material dedicated to the UK and Irish delegation
– mini map is under discussion – supported by Amex and potentially hertz?
• Promotion UK Delegation MRC New York - Oct 2006
• Sales blitz/mission east coast and Miami - Feb march 2006
• Public relations initiatives- key journalists- press trips and luncheons, assistance with media contacts - press clipping service- focus on irish members
• New letter 2 per year to promote central reservations number and gift certificates in GBP plus other key news
• website - destinations - links with visit and irish touist board
• Marketing initiatives – BA/ Virgin/Eurostar/ Flybe.
• Reservations dedicated line for the UK & Irish market
• Club 5C - 5 events around the UK - key geographic areas for membership - partner with/ moet/laurent perrier/venetian society/ amex. culinary events/ special local events - one also in ireland
• Participate in shows & exhibitions on key markets for the UK and Irish delegation members – ILTM , R&C showcase monte carlo and london- Moscow luxury travel market, RSVP, Square meal and other regional shows
• Generate local/national advertising
• Create and manage local partnerships
International meeting 10 & 11 July 2006 145
Barcelona Office
International meeting 10 & 11 July 2006 148
• Organisation and Staff
• Key Actions for the Delegation for the coming year
• Key Corporate actions for the coming year
Index
International meeting 10 & 11 July 2006 149
Organisation & Staff of the Office
Núria GaliàDirector, Spain & Portugal
Richard GuyonSales & Marketing
Julie PichonReservations
New personAssistant to reservations
& communication
PrésidentMr. Gabriel GarciaSpanish DelegationMr. Miquel Suau
Siège Paris
International meeting 10 & 11 July 2006 150
Key actions for the Delegation for the coming year (I – Goal & Strategie)
• GOAL: To reach 50.000 bookings per year in the coming four years (by June 2010)
• STRATEGIE: Concentrate all commercial efforts in the national market
International meeting 10 & 11 July 2006 151
Key actions for the Delegation for the coming year (I - Actions)
• E-newsletter to FIT and Travel Agencies (twice a year)
• Sales call in Valencia with final cocktail presentation (September 2006)
• Sales call in Bilbao with final cocktail presentation (tba)
• Sales call in Zaragoza with final cocktail presentation (tba)
• Mailing through Amex-Centurion and cocktail in Madrid (January 2007)
• Marketing action (publicity campaigne) (tba)
• EIBTM 2006 (November 2006)
• FITUR 2007 (January 2007)
International meeting 10 & 11 July 2006 152
Key actions for the Delegation for the coming year (II – Goal & Strategie)
• GOAL: To increase knowledgement and prestige of the Relais & Châteaux brand in Spain
• STRATEGIE: To increase presence in the selected media, to create some new tools for the clients and to promote the brand among the delegation members
International meeting 10 & 11 July 2006 153
Key actions for the Delegation for the coming year (II - Actions)
• Presentation of the Relais & Châteaux new Guide in Madrid (Fitur – January 2007)
• Guide in Spanish & English + distribution to: associates, sales calls, partners, Club 5C, Turespaña,… (Nov 2006)
• Spanish Road Map (Nov 2006)
• Magazine « L’Âme et l’Esprit » in Spanish (Paris tba)
• Maison R&C in Spain (Paris tba)
• Relais Gourmands in TV – Special (tba)
• Mailing to specialized press and VIP’s in occasion of the new guide and personal invitations.
International meeting 10 & 11 July 2006 154
Key corporate actions of the Delegation for the coming year (I - Goal & Strategie)
• GOAL: To promote the networking among the members of the delegation, in narrow cooperation with the Portuguese and South American delegations
• STRATEGIE: Seasonal Meetings
International meeting 10 & 11 July 2006 155
Key corporate actions of the Delegation for the coming year (I - Actions)
• National Meeting (March 2007)
• National Meeting together with Portuguese delegation (Oct, 22nd 2006)
• Dinner with the South American delegation during the International Congress (Nov 2006)
International meeting 10 & 11 July 2006 156
Key corporate actions of the Delegation for the coming year (II - Goal & Strategie)
• GOAL: To increase incomings of the Delegation through partners
• STRATEGIE: Contact to new possible partners and reinforce the cooperation with the present ones
International meeting 10 & 11 July 2006 157
Key corporate actions of the Delegation for the coming year (II - Actions)
• Create and distribute a File for the partners, with the timings for the different marketing actions (press & PR), so that they would be able to decide wether they would like to take part on them (August 2006)
• Market survey of some new possible partners (August 2006)
• Annual meeting with each partner (July – August 2006)
• Publicity in the Guide, road map and magazine
International meeting 10 & 11 July 2006 158
Key corporate actions of the Delegation for the coming year (III - Goal & Strategie)
• GOAL: Increase the engagement of the employées to the Relais & Châteaux spirit
• STRATEGIE: Courses round the year for employées
International meeting 10 & 11 July 2006 159
Key corporate actions of the Delegation for the coming year (III - Actions)
• Short focused courses in each hotel (every two years)
• Policy of benefits for employées when travelling to other Relais & Châteaux (low season, on request,…)
International meeting 10 & 11 July 2006 160
Key corporate actions of the Delegation for the coming year (IV - Goal & Strategie)
• GOAL: To increase the number of Associates
• STRATEGIE: To encourage requests for admission of new members in order to add value to the Association
International meeting 10 & 11 July 2006 161
Key corporate actions of the Delegation for the coming year (IV - Ideas)
• Annual National meeting in March to be held in a Hotêlerie School in order to increase knowledgement of the brand amongh the future professionals (March 2007)
• Chefs Conference in FITUR (January 2007)
International meeting 10 & 11 July 2006 162
Immediate actions of the Office
• Comunicate new incorporation to the media, partners, TO, … in order to follow relationship
• Mailing to data base: Secretariasplus (Sep 06)
• Mailing to data base to promote Ch & FF for Christmas: Directivosplus (Nov 06)
• Sales Call Portugal (end of July 06)
• Sales Call Barcelona (3 weeks Sep 06)
• Sales Call Madrid (Nov 06)
• Sales Call Andalucia (Nov 06)
• Mailing to data base (Spanish DMC’s) for the Italian destination (at Italian expenses)
• Study of the Golf Project for next year
Development projects
Online payment
• Volume booster
• Risk management
• Scoring facilities
• Specialised solution providers
Gift cards
• Security
• Back office
• Image
• Increased sales network
International meeting 10 & 11 July 2006 166
Gift card : different ways to move forward
Card issuedby a bank
POSsolution
Back officepayment
PrivedCard
Internet and POS salesolution
Back officepayment
Amex card
POS solution
Back officepayment
Floating with the partner
- Point of sale device to initiate
Early days
Gold list
Quality charter of the Reservation office
International meeting 10 & 11 July 2006 169
Gold List Charter
Goals
• Reinforce our credibility and our image vis-à-vis travel agencies
• Increase travel agencies bookings
Commitments
• Pay commission within 30 days of guest departure
• Pay a commission of 8% at least for room only and 5% of the total price invoiced for packages.
• Send a confirmation to the guest within 48 hours
• Communicate and up-date in NetRez the information concerning the hotel (room rates, sales policy, availability). Sales policy must match those communicated by the property.
International meeting 10 & 11 July 2006 170
Communication of the Gold List
• On the Web site : www.relaischateaux.com
• On the Trade show
• By Mailing or E-mailing dedicated to leaflet «Travel Agencies»
Thomas Cook
International meeting 10 & 11 July 2006 172
Partnership with Thomas Cook
Announcement of partnership in September at the Thomas Cook V.I.P and press partyOperational launch in January 2007
Goals
• Use the Thomas Cook network in France (450 travel agencies) as a distribution channel
• Put Relais & Chateaux product in contact with 260 000 Thomas Cook clients
• Increase sales with a selection of properties
International meeting 10 & 11 July 2006 173
Partnership with Thomas Cook
2 types of product will be created by Relais & Chateaux
• Rack rates Room + Breakfast
• Rack rates except breakfast, valuable from Sunday to Thursday
Commission
• 12% on the amount all taxes included for Thomas Cook
Concerted business transaction
• Co-branded Guide
• Specific brochure with a selection of properties
• Common marketing funds
Corporate partnerships
International meeting 10 & 11 July 2006 175
Summary of actions with key partners
PARTNERS STATUS KEY POINTS AMOUNT
AMERICAN EXPRESS On-going
Negotiated rates for the R&C property. Marketing operations: Romantic escapes brochures and 4X3 offer, 3X2 offer,
promotion of the golf, spa, GC and Lys offers, L'Ame & L'Esprit Magazine
$325 000
MASTERCARD On-goingChampagne offer, 3X2 offer, -20% on the Golf & Gastronomy
and the Spa & Relaxation packages. Offers dedicated to Premium masterCard card holders
$166 000
SILVERSEA On-going
Chiefs on board programme and R&C Wine Restaurant on board, 5C Club advantages are proposed to the Venetian
Society members. Cruises special pricing for R&C owners and Directors
Goodwill
CALYON On-goingAdvert on the Esprit Golf e-brochure and leaflets, 1 spot in the
R&c e-newsletter, R&C offer 5 Lys de Bronze for the Calyon golf events
17 000 €
International meeting 10 & 11 July 2006 176
Summary of actions with other partnersPARTNERS STATUS KEY POINTS AMOUNT
CONTINENTAL AIRLINES SignedContinental Airlines give free tickets and R&C offer 1 slot in the International R&C e-newsletter, in the 5C e-newsletter, rc.com
advert, 1 advert in the 2007 R&C guideBarter
CAR RENTALUnder
discussionFree cars against access to web and database Barter
THOMAS COOKUnder
discussionDistribution agreement
40 K €50 free nights
HSBC On-going3X2 offer in the Home & Away HSBC programme in France
(offer on the partner internet site)
CLUB 4X4 TOYOTA On-going3X2 offer to the Club 4X4 Toyota France members (offer on the
Club 4X4 internet site)
MAPPYUnder
discussionR&C bookings on mappy internet site 5% commission
VIA MICHELINUnder
discussionR&C bookings on viamichelin internet site 5% commission
NAVTEQUnder
discussionR&C logo on the GPS created by Navteq
OPEN TABLE / LIVE BOOKINGSUnder
discussionNegotiate special conditions to set up booking facilities for
restaurantsN/A
International meeting 10 & 11 July 2006 177
This agreement was signed on June 1st, 2001 for 5 years
Objectives
• main objective for 2006 2007 : renegotiate the contract to obtain the best financial conditions, in order to make sure that all R&C members take advantage of preferential rates. Current conditions: 2,50% in France, 2,90% in the US and 3,00% for the rest of the world
• Optimize the use of a central marketing fund that offsets all promotional expenses engaged (325k USD per year). This amount will be renegotiated
Partnership with American Express
International meeting 10 & 11 July 2006 178
Actions for 2006-2007
OPERATION TARGET CANALOFFER /
SUPPORTDESCRIPTION EXPECTED RESULTS
BUDGET ALLOCATION
Gift Certificate + Lys packages
R&C / Amex best clients mailing To be defined
Send a dedicated a offer to Amex clients to
buy GC or Lys. Market to be defined
Increase R&C GC and Lys sales with high level customers / companies
35 000
Honeymoon USA
target the Amex cardholders who will get married or the
marriage anniversariesmailing
co branded leaflets + 4X3 offer with Vip
welcome
Creation of a co-branded brochure.
Mailing of this document to targetted Amex USA
cardholders + a 4X3 offer with a dedicated VIP welcome for the Amex cardholders
Promote R&C and increase the bookings
90 000
Honeymoon EUR
target the Amex cardholders who will get married or the
marriage anniversariesmailing
co branded leaflets + 4X3 offer with Vip
welcome
Mailing of this document to targetted Amex EUR
cardholders + a 4X3 offer with a dedicated VIP welcome for the Amex cardholders
Promote R&C and increase the bookings
35 000
L'Ame & L'Esprit
Magazines
Amex (Platinum / Centurion) + R&C clients
R&C properties + mailing
Advert + special offer
Amex advert in the 2 magazines + special pakage(3X2, Island
Retreats) or Platinum special recruitment
Amex communication and increase R&C
bookings
70 000
TOTAL USD
230 000
International meeting 10 & 11 July 2006 179
Actions for 2006-2007
OPERATION TARGET CANALOFFER /
SUPPORTDESCRIPTION EXPECTED RESULTS
BUDGET ALLOCATION
Golf Platinum + Gold
statements + e-
newsletter
Golf & Gastronomy new
package
Presentation in preview of the new package on
line
Promote R&C and increase the bookings
-
Spa Platinum + Gold
statements + e-
newsletter
Spa & Relaxation new package
Presentation in preview of the new package on
line
Promote R&C and increase the bookings
-
Gift Certificate + Lys packages
All european cardholder (except France)
statements + e-
newsletter
billing statements + e-newsletter
During a define periode of validity of the offer (1 around 1 month): you
buy 2 Lys d'Argent and 1 25 euros Gift
Certificate is offered
Promote R&C and increase the bookings
-
3X2 Platinum + Gold
statements + e-
newsletter
billing statements + e-newsletter
During a define periode of validity of the offer (1 around 1 month): stay 3 nights of the price of 2
Promote R&C and increase the sales
-
International meeting 10 & 11 July 2006 180
The initial agreement was signed on May 11, 1998. We have signed a new contract on August 28, 2003 which is valid for one year with automatic renewal since this date
Objectives
• Sign the new addendum of the contract
• Obtain significant financial contribution from MasterCard to implement marketing operations: 166 000 USD (+ 3 000 USD towards last year)
• Increase the bookings via central reservations system with the MasterCard offers
Partnership with MasterCard
International meeting 10 & 11 July 2006 181
Actions for 2006-2007
OPERATION TARGET CANAL DESCRIPTION EXPECTED RESULTS BUDGET ALLOCATION
R&C guide R&C clients R&C guide 2 pages of advert in the 2007 R&C guideMastercard exposure and promotion to
R&C customers 28 000
Champagne Programme Premium MasterCard cardholdersMasterCard documents
For a booking made via R&C central reservation system with a Prmium
MasterCard card and with the promotion code "Champagne MasterCard, the client
receive a free bottle of Champagne in room. The property will be recredit for the bottle for a maximum of 30 euros or 60
euros for USA.
Increase R&C bookings and MasterCard card usage
40 000
Golf Premium MasterCard cardholdersMasterCard documents
Golf & Gastonomy package is sold with -20% credit. Promotion code: Golf
MasterCard
Increase R&C golf bookings and MasterCard card usage
Spa Premium MasterCard cardholdersMasterCard documents
Spa & Relaxation package is sold with -20% credit. Promotion code: Spa
MasterCard
Increase R&C spa bookings and MasterCard card usage
3X2 Premium MasterCard cardholdersMasterCard documents
3 nights for the price of 2. Promotion code: 3 for 2 MasterCard
Increase R&C bookings and MasterCard card usage
48 000
TOTAL USD 166 000
50 000
International meeting 10 & 11 July 2006 182
This 3-year agreement was signed on March 23rd, 2000. Valid until 31 December 2003 and was automatically renewed since then. A new contract will be signed in 2005.
Objectives• Develop marketing and commercial activities through an
exclusive partnership agreement
• Creation of new services that are in line with the R&C brand
Partnership with Silversea
Report on Travel Agencies Database
Global Overview
International meeting 10 & 11 July 2006 184
Method
• Extracted from R&C BDE worldwide (internal database)
• Statistics established on a 1 year-period (from March 2005 to March 2006)
• Are not considered:– Non-IATA companies– Internet travel agencies– « C/O » travel agencies
• 3 measures utilised:– Number of travel agencies– Number of reservations– Number of nights
• 3 indicators:– Reservations/travel agency– Length of stay (in nights/reservation)– Nights/travel agency
International meeting 10 & 11 July 2006 185
Travel agencies market worldwide - General figures
• 3 386 travel agencies worldwide
• 12 119 reservations
• 28 576 nights booked
• 3.58 reservations/travel agency
• Length of stay : 2.36 nights
• 8.44 nights/travel agency
International meeting 10 & 11 July 2006 186
TA bookings areas map (1)(size based on the number of nights booked)
International meeting 10 & 11 July 2006 187
• (North America + Europe) represent 85% of the global activity (in terms of travel agencies, reservations, and overnight stays)
• France has a reduced size compared to its similar neighbors (British Islands, Germany Countries, Iberian Peninsula); French people reserve directly their stays, actually.
• Oceania and Latin America are quite sizeable areas, though their small population (Oceania) and revenues (Latin America)
• Central and Eastern Europe, Africa and Middle East are not very implicated in this market.
TA bookings areas map (2)Comments
International meeting 10 & 11 July 2006 188
Analysis of regional performances
Performances are unstable from a country to another. In average, an American or English travel agency sells 2 times more nights than a French one (4.29 nights per agency). On the French market, clients preferred to book directly to the hotel or by the central reservation.
Travel agencies
0,00
2,00
4,00
6,00
8,00
10,00
12,00
Franc
e
Benelu
x
Ger
man
y, Switz
erlan
d & A
ustri
a
Centra
l and
Eas
tern
Eur
ope
North
ern
Europ
e
British
Isla
nds
Italy
Oth
er M
edite
rrann
ean C
ount
ries
Iber
ian
Penin
sula
North
Am
erica
Latin
Am
erica
Africa
& M
iddle
East
Oce
any
Asia
nb reservations/nb travel agencies
length of stay
nb nights/nb travel agencies
International meeting 10 & 11 July 2006 189
Split of business by country
The 9 best countries represent 90% of the global activity
US represents 55% of the TA activity.
(TOTAL = 28 576 nights)
US 54%
ES 7%
GB 6%
FR 3%
IT 4%
CA 4%
BR 4%
DE4%
AU 4%
OTHERS10%
Spa market
International meeting 10 & 11 July 2006 191
Some figures
The Worldwide beauty market is:
• USD 230 billions / year• + 7% increase in 2005• + 12% increase between 2002 and 2004 • + 51% increase in 2000
•Increase perspectives of the market for 2050: + 50%
Sources: Luxury World of spa January 21st – 23rd 2006 Monaco
International meeting 10 & 11 July 2006 192
Market trends• Increase of the manual cares and decrease of machines treatments • Increase of the men customers (30% men 70% women)
• 93% of the customers prefered hotels with spa but only 34% used it
• Well-being is a sales argument now
• Development of the « mega spa » and the « mass spas » in the shopping centers
• Cosmetics brands and spa brands developed integrated concepts (Shiseido, Givenchy, Spa mondes, …)
•Typology of spas on the market: safari, jungle, sun, ski, sport, spa suites, spiritual, medical, cuisine (new)…
•Spa success depend on the creativity and originality of the concepts (asian treatments, spa cuisine … )
Sources: Luxury World of spa January 21st – 23rd 2006 Monaco
International meeting 10 & 11 July 2006 193
Customers expectations
•Spa concept is composed of 4 elements: hospitality, hôtel, revitalizing and beauty
•For the client the spa is a place and a moment
•The 4 sens impact in the spa is important: vision (84%), hearing (12%), smelling (1,2%) and touching (0,9%)
•Requested treatments : yoga (36%), pilates or hot stones (20%), meditation (19%), nutrition (15%) and Tai Chi (10%)
Sources: Luxury World of spa January 21st – 23rd 2006 Monaco
International meeting 10 & 11 July 2006 194
Customer profile•Sexe : 70% women 30% men
•Baby boom generation
•Spa Demanding and spa experienced
•Healthy
•Travelled a lot
•Occupation rate +23% more than a non spa customer
•Spend +37% per night the a non spa client
•Length of stay +25% than a non spa client
Sources: Luxury World of spa January 21st – 23rd 2006 Monaco
International meeting 10 & 11 July 2006 195
CSA Survey on competition
International meeting 10 & 11 July 2006 196
LA MÉTHODOLOGIE
L’enquête a été menée au travers d’un omnibus on line du 23 au 26 mai 2006 pour la France et du 13 au 16 juin pour les autres pays
L’étude comporte deux questions ouvertes, aussi peu directives que possibles, afin que les interviewés puissent être libres de citer … des enseignes hôtelières (Hilton…) … des T.O.(Club Med…)… des types de logements (chambres d’hôtes)… etc..
Les tailles d’échantillon :
• France : 1025 personnes ont été interrogés.
• Grande Bretagne : 1021
• Allemagne : 1068
• Italie : 531
• Espagne : 520
• États Unis : 1141
Avertissement : dans la suite du document les résultats sont présentés sur certaines pages sur la « cible Relais & Châteaux » : cette cible correspond aux personnes de plus de 25 ans, de CSP supérieure. Le périmètre de cette cible se rapproche des cibles utilisées ultérieurement dans les autres phases de l’étude.
International meeting 10 & 11 July 2006 197
LE PERIMETRE CONCURRENTIEL DE RELAIS & CHATEAUX
Q 1. Imaginons qu’on vous offre un week end dans un établissement Relais & Châteaux (hôtellerie de luxe, 4 étoiles ou plus). Malheureusement, à la date où vous souhaitez séjourner, il n’y a plus de place pour séjourner dans cette chaîne…. Vers quels autres lieux ou type de séjour, ou enseignes de même catégorie… vous tourneriez vous alors ?
International meeting 10 & 11 July 2006 198
LA FRANCE
International meeting 10 & 11 July 2006 199
Sous total Gite de France 20% Gîte rural 16% Gîte de France 4%
Une thalassothérapie / balnéothérapie / cure thermale 18%
Sous total Hotel Club 18% Club Mediterranée 7% Center Parcs 5% Pierre & Vacances 3% Club de vacances SP 3% Village vacances 2% Hotel Club 1% Maéva 1%
Chambre d'hôte 17%
Sous total Accor 16% Hôtel Mercure 6% Sofitel 5% Novotel 5% Ibis 5% Hôtel du groupe Accor SP 3%
sous total luxe, Palaces 8% Hôtel de luxe SP, palace SP (Martinez, Negresco,Le Westminster, le Marriot, ..) 6% Le Ritz 1% Le Carlton 1% Le Crillon 0,4%
Hôtel 4 étoiles 6%
Croisière SP 6%Logis de France 5%Hôtel 3 étoiles 4%Hilton 4%Relais du Silence 2%Week-end, séjour à Disneyland 2%Holiday Inn 2%Hôtel de charme 1,4%Best Western 1,1%Méridien 0,9%Hôtel Lucien Barrière 0,8%Châteaux & hôtels de France 0,8%I ntercontinental 0,6%Sheraton 0,6%Hôtel 5 étoiles 0,3%Leading Hotels of the World 0,2%Crow Plaza 0,1%Hôtels et Préférence 0,1%Exclusive Hôtels 0,1%Four Seasons 0,1%
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
France
International meeting 10 & 11 July 2006 200
ZOOM SUR LA LISTE PRE ETABLIE
Four Seasons
Hyatt
Hilton
Intercontinental
Leading Hotels of the World
Small Luxury Hotels
Crown Plaza
Méridien
Sofitel
Sheraton
0.1%
5%
0.1%
4%
-
0.6%
0.2%
0.9%
-
0.6%
Hotel Lucien Barrière 0.8%
Châteaux et hôtels de France 0.8%
Hôtels et Préférence0.1%
Exclusive hôtels0.1%
Q1 : périmètre concurrentiel
2%
25%
2%
8%
3%
5%
1%
14%
1%
5%
3%
10%
2%
5%
Q3 : taux de fréquentation déclarée
57% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 43% qui en ont fréquenté au moins un, 26% sont déjà allés dans plusieurs enseignes
13% déclarent être déjà allés dans un Relais &
Châteaux
France
International meeting 10 & 11 July 2006 201
ANALYSE PAR PROFIL : LA CIBLE RELAIS & CHATEAUX
Ensemblecible Relais & Châteaux
hors cible R & C
Base 1025 399 626
Sous total Gite de France 20% 18% 22% Gîte rural 16% 15% 17% Gîte de France 4% 3% 5%
Une thalassothérapie / balnéothérapie / cure thermale 18% 17% 19%
Sous total Hotel Club 18% 18% 17% Club Mediterranée 7% 8% 7% Center Parcs 5% 5% 5% Pierre & Vacances 3% 3% 4% Club de vacances SP 3% 4% 2% Village vacances 2% 2% 1% Hotel Club 1% 2% 1% Maéva 1% 1% 1%
Chambre d'hôte 17% 16% 18%
Sous total Accor 16% 20% 13% Hôtel Mercure 6% 9% 4% Sofitel 5% 8% 3% Novotel 5% 5% 4% Ibis 5% 5% 4% Hôtel du groupe Accor SP 3% 4% 3%
sous total luxe, Palaces 8% 10% 7% Hôtel de luxe SP, palace SP (Martinez, Negresco,Le Westminster, le Marriot, ..) 6% 9% 5% Le Ritz 1% 1% 2% Le Carlton 1% 1% 1% Le Crillon 0,4% 1,0% 0,0%
France
International meeting 10 & 11 July 2006 202
CE QU’IL FAUT RETENIR
• Le nombre moyen de lieux de séjours cités (et comparables avec Relais & Châteaux) s’établit à 1.6 par personne.
• Globalement, on observe de grandes difficultés à citer des noms d’enseignes précisément et de fait, on retrouve parmi les évocations de multiples « concepts » parmi lesquels :
les gîtes ou chambres d’hôtes (une confusion entre les deux appellations semblant avoir été réalisée) les lieux de Thalassothérapie voire les croisières les palaces (sans qu’aucun nom n’émerge particulièrement) les hôtels Club (Club Med en tête).
• En termes d’enseignes hôtelières on retiendra plus particulièrement : Sofitel Hilton Relais du Silence
Sur la cible des personnes qui appartiennent plus spécifiquement à la cible Relais & Châteaux (et interrogées dans les phases d’études ultérieures), on observe une plus grande fréquentation des chaînes hôtelières de luxe (Relais & Châteaux et autres) et de facto de plus nombreuses citations de lieux inter-changeables avec Relais & Châteaux (1.7 cités en moyenne vs 1.4 parmi ceux n’appartenant pas à la cible).
A noter sur les résultats de la Q3 : très probablement des sur-déclarations de fréquentation liées à des réponses mélangeant de la notoriété et de la fréquentation effective + un peu « vantardise » (assez classique). C’est donc plus la hiérarchie des enseignes qu’il faut retenir ici que les chiffres en eux mêmes.
France
International meeting 10 & 11 July 2006 203
LA GRANDE BRETAGNE
International meeting 10 & 11 July 2006 204
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
Grande Bretagne
Au global et par profil : cible Relais & Châteaux
Base 1021 517 504Hilton 38% 41% 35%Marriott 14% 18% 10%Holiday Inn 13% 14% 13%Hôtel 4 étoiles 9% 9% 9%N'importe quel grand hôtel / hôtel de luxe 8% 9% 8%Hôtel 3 étoiles 8% 7% 9%Une thalassothérapie / balnéothérapie / cure thermale
6% 7% 5%
Best Western 5% 6% 5%Sous total Accor 5% 5% 5% Ibis 2% 1% 3% Novotel 1% 1% 2% Hôtel du groupe Accor SP / groupe Accor 1% 1% < 1% Hôtel Mercure 1% 1% < 1% Sofitel < 1% 1% < 1%Croisière SP 5% 3% 6%Radisson 4% 5% 4%The Ritz Carlton 4% 4% 4%Bed and Breakfast 4% 3% 6%Travelodge 4% 3% 5%The Thistle hotel 4% 5% 2%
Ensemblecible relais et
châteaux
non cible relais et châteaux
International meeting 10 & 11 July 2006 205
ZOOM SUR LA LISTE PRE ETABLIE
Four Seasons
Pride of Britain
Leading Hotels of the World
Small Luxury Hotels
Preferred Hotels & Resort
2%
<1%
0%
<1%
0%
Great Hotels of the World
<1%Johansens
0%
Q1 : périmètre concurrentiel
12%
6%
3%
33%
8%
2%
3%
Q3 : taux de fréquentation déclarée
59% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 41% qui en ont fréquenté au moins un, 18% sont déjà allés dans plusieurs enseignes
2% déclarent être déjà allés dans un Relais & Châteaux
Grande Bretagne
International meeting 10 & 11 July 2006 206
L’ALLEMAGNE
International meeting 10 & 11 July 2006 207
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
Au global et par profil : cible Relais & Châteaux Allemagne
Base 1068 588 480Hilton 32% 30% 34%Steigenberger Hotel 19% 22% 13%Sous total Accor 13% 14% 10% Hôtel Mercure 7% 8% 5% Ibis 4% 4% 4% Novotel 3% 3% 1% Hôtel du groupe Accor SP / groupe Accor 1% 1% 1% Sofitel 1% 1% < 1%Maritim Hotel 11% 13% 9%Holiday Inn 11% 12% 9%Marriott 9% 9% 8%Hôtel 3 étoiles 7% 4% 11%Dorint 7% 6% 8%Four Seasons 7% 7% 8%Sheraton 7% 8% 6%Best Western 7% 8% 5%Kempinsky Grand Hotel 7% 7% 6%Adlon 6% 6% 7%The Ritz Carlton 5% 4% 8%Intercontinental 5% 7% 4%Hyatt 5% 5% 5%Hôtel 4 étoiles 4% 4% 4%Wellness Hotel 4% 4% 3%Radisson 4% 4% 3%
Ensemblecible relais et
châteaux
non cible relais et châteaux
International meeting 10 & 11 July 2006 208
ZOOM SUR LA LISTE PRE ETABLIE
Allemagne
Four Seasons
Leading Hotels of the World
Romantik Hotels
Sheraton
32%
7%
1%
7%
5%
2%
Q1 : périmètre concurrentiel
14%
6%
2%
12%
7%
13%
Q3 : taux de fréquentation déclarée
52% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 48% qui en ont fréquenté au moins un, 24% sont déjà allés dans plusieurs enseignes
2% déclarent être déjà allés dans un Relais & Châteaux
Hilton
Hyatt
Kleine, exclusive Hotels 0% 31%
International meeting 10 & 11 July 2006 209
L’ITALIE
International meeting 10 & 11 July 2006 210
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
Au global et par profil : cible Relais & Châteaux Italie
Base 531 247 284Hôtel 3 étoiles 18% 16% 19%Agriturismo 17% 17% 16%Hilton 16% 19% 13%Jolly hotel 14% 14% 14%Bed and Breakfast 14% 14% 14%Holiday Inn 12% 13% 11%Sheraton 12% 14% 9%N'importe quel grand hôtel / hôtel de luxe 11% 10% 11%Best Western 9% 11% 7%Sous total Accor 9% 11% 7% Novotel 3% 3% 3% Ibis 3% 4% 3% Sofitel 3% 4% 2% Hôtel du groupe Accor SP / groupe Accor 2% 2% 1% Hôtel Mercure 1% 1% < 1%Une thalassothérapie / balnéothérapie / cure thermale
9% 9% 8%
sous total Hotel Club 8% 9% 8% Club Mediterranée 4% 5% 4% Village vacances 3% 3% 3% Club de vacances SP 1% < 1% 1%Hôtel 4 étoiles 7% 7% 7%hôtel milieu de gamme (pensione) 7% 6% 8%Croisière SP 6% 7% 5%
Ensemblecible relais et
châteaux
non cible relais et châteaux
International meeting 10 & 11 July 2006 211
ZOOM SUR LA LISTE PRE ETABLIE
Italie
Four Seasons
Leading Hotels of the World
Abitare la Storia
Piccoli Hotels di lusso
2%
1%
0%
1%
<1%
0%
Q1 : périmètre concurrentiel
3%
10%
5%
3%
4%
2%
Q3 : taux de fréquentation déclarée
56% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 44% qui en ont fréquenté au moins un, 44% sont déjà allés dans plusieurs enseignes
7% déclarent être déjà allés dans un Relais & Châteaux
Charme et Relax
0% 31%
Charming Hotels
Romantic Hotels
International meeting 10 & 11 July 2006 212
L’ESPAGNE
International meeting 10 & 11 July 2006 213
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
Au global et par profil : cible Relais & Châteaux Espagne
Base 520 176 344Casa rural 42% 37% 45%Une thalassothérapie / balnéothérapie / cure thermale
35% 31% 38%
Paradores 29% 37% 25%N'importe quel grand hôtel / hôtel de luxe 11% 9% 11%Melia Hotel 10% 14% 8%NH Hotel 9% 11% 8%Croisière SP 8% 7% 9%Hôtel 3 étoiles 8% 4% 10%Hôtel 4 étoiles 5% 5% 5%Apart Hotel 5% 5% 5%Hôtel 5 étoiles 4% 5% 3%Sol Melia hotel 4% 5% 3%Hilton 3% 4% 3%AC Hotel 2% 4% 1%Barceló Hotel 2% 3% 2%The Ritz Carlton 2% 3% 2%Sheraton 2% 3% 1%
Ensemblecible relais et
châteaux
non cible relais et châteaux
International meeting 10 & 11 July 2006 214
ZOOM SUR LA LISTE PRE ETABLIE
Espagne
The Ritz Carlton
Leading Hotels of the World
Habitat
29%
2%
0%
1%
<1%
0%
Q1 : périmètre concurrentiel
48%
6%
3%
11%
31%
8%
Q3 : taux de fréquentation déclarée
37% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 63% qui en ont fréquenté au moins un, 36% sont déjà allés dans plusieurs enseignes
5% déclarent être déjà allés dans un Relais & Châteaux
Hesperia
0% 3%
Rusticae
Paradores
Small Luxury Hotels
International meeting 10 & 11 July 2006 215
LES ETATS UNIS
International meeting 10 & 11 July 2006 216
L’ENSEMBLE DES CITATIONS : enseignes et types de logement
Au global et par profil : cible Relais & Châteaux États Unis
Base 1141 499 642Hilton 39% 41% 38%Marriott 25% 26% 24%Holiday Inn 18% 15% 21%Hyatt 12% 14% 11%The Ritz Carlton 9% 10% 7%Sheraton 8% 8% 7%Four Seasons 6% 8% 4%Radisson 5% 6% 4%Ramada Inn 4% 3% 5%The Westin 4% 6% 2%Embassy Suites 4% 4% 5%Best Western 4% 3% 5%Motel 6 4% 3% 4%N'importe quel grand hôtel / hôtel de luxe 3% 1% 5%Double Tree 3% 2% 3%Days Inn 3% 2% 3%Comfort Inn 3% 2% 3%
Ensemblecible relais et
châteaux
non cible relais et châteaux
International meeting 10 & 11 July 2006 217
ZOOM SUR LA LISTE PRE ETABLIE
États Unis
Four Seasons
Mandarin Oriental
Leading Hotels of the World
Small Luxury Hotels
Preferred Hotels & Resort
6%
<1%
0%
0%
0%
0%
Destination Club 0%
Q1 : périmètre concurrentiel
9%
5%
1%
5%
10%
18%
1%
Q3 : taux de fréquentation déclarée
67% déclarent n’avoir fréquenté aucun de ces hôtels
Parmi les 33% qui en ont fréquenté au moins un, 12% sont déjà allés dans plusieurs enseignes
1% déclarent être déjà allés dans un Relais & Châteaux
Starwood
International meeting 10 & 11 July 2006 218
LE PERIMETRE CONCURRENTIEL DE RELAIS GOURMAND
Q 2. Imaginons qu’on vous offre un déjeuner pour 2 personnes dans un Relais Gourmand, c’est à dire une table gastronomique distinguée par les Relais & Châteaux. Malheureusement, à la date où vous souhaitez réserver, il n’y a plus de place pour déjeuner dans un Relais Gourmand. A quels autres labels, guides ou conseils culinaires, feriez-vous confiance pour choisir une autre table gastronomique d’exception ?
International meeting 10 & 11 July 2006 219
LA FRANCE
International meeting 10 & 11 July 2006 220
L’ENSEMBLE DES CITATIONS
Guide Michelin 57%
Gault et Millau 23%
Guide du routard 20%
Recherche sur Internet 13%
sous total citations de Chefs / restaurants 8% Trois Gros 3% Paul Bocuse 3% Bernard Loiseau 2% La Tour d'Argent 2% Maxim's 1% J oël Robuchon 1,0% Marc Veyrat 0,6%
Logis de France 7%
sous total office tourisme / syndicat initiative 6% Office du tourisme 5% Syndicat d'initiative 1%
sous total MEDIA (presse, TV) 5% Critiques dans la presse,les journaux SP 3% Les magazines spécialisés SP 1% Critiques à la télé / émissions de télé 1%
Guide gastronomique SP / guide culinaire SP5%
Le Petit Futé 4%Une table d'hôtes 3%Un grand restaurant SP 3%Un restaurant étoilé SP 3%Bottin Gourmand 2%Guide touristique SP / guide touristique de la région SP 2%Un restaurant 3 étoiles 2%Un restaurant 4 étoiles 2%Un restaurant gastronomique SP 2%Les Pages J aunes 2%Chez un grand chef SP 2%Guide Vert 1%Guide Bleu 1%Guide Champérard 1%Guide Hubert 1%Guide Hachette 0,8%Relais du Silence 0,5%
France
International meeting 10 & 11 July 2006 221
ANALYSE PAR PROFIL : LA CIBLE RELAIS & CHATEAUX
Ensemblecible Relais & Châteaux
hors cible R & C
Bases 1025 399 626
Guide Michelin 57% 62% 53%
Gault et Millau 23% 29% 20%
Guide du routard 20% 20% 21%
Recherche sur Internet 13% 16% 12%
sous total citations de Chefs / restaurants 8% 8% 8% Trois Gros 3% 4% 3% Paul Bocuse 3% 3% 2% Bernard Loiseau 2% 1% 2% La Tour d'Argent 2% 2% 1% Maxim's 1% 2% 1% J oël Robuchon 1,0% 0,5% 1,3% Marc Veyrat 0,6% 0,8% 0,5%
Logis de France 7% 9% 6%
sous total office tourisme / syndicat initiative 6% 6% 6% Office du tourisme 5% 5% 5% Syndicat d'initiative 1% 2% 1%
sous total MEDIA (presse, TV) 5% 6% 5% Critiques dans la presse,les journaux SP 3% 4% 3% Les magazines spécialisés SP 1% 2% 1% Critiques à la télé / émissions de télé
1% 1% 1%
France
International meeting 10 & 11 July 2006 222
CE QU’IL FAUT RETENIR
• En matière de guide ou conseils visant à choisir une table gastronomique, les réponses sont plus tranchées sur des noms de guides. On trouve en tête des citations :
le guide Michelin, cité par plus d’une personne sur deux ! le Gault et Millau Et, à la surprenante 3ème place, le guide du routard
• Les autres sources d’informations sont plus mineures.
• En moyenne, on donne 2.9 réponses pertinentes en termes de guides ou labels (rappel : 1.6 pour le marché de l’hôtellerie). Cette moyenne s’établit à 2.9 pour la « cible Relais & Châteaux » vs 2.8 pour les autres.
France
International meeting 10 & 11 July 2006 223
LA GRANDE BRETAGNE
International meeting 10 & 11 July 2006 224
L’ENSEMBLE DES CITATIONS
Grande Bretagne
Au global et par profil : cible Relais & Châteaux
Base 1021 517 504Guide Michelin 32% 36% 27%Good Food Guide 22% 27% 17%Recherche sur Internet 21% 21% 22%AA guides 14% 15% 13%Egon Roney 12% 13% 12%sous total MEDIA (presse, TV) 12% 12% 11% Critiques dans la presse,les journaux SP 9% 10% 8% Les magazines spécialisés SP 3% 2% 3% Critques à la télé / émissions de télé 2% 2% 2%Gordon Ramsay 5% 5% 6%Time Out 5% 6% 4%RAC Guide 5% 5% 4%Les routiers 3% 2% 4%Google 3% 3% 3%Tourist Information Centres (TIC) 2% 3% 2%Guides, journaux locaux (sp) 2% 3% 1%Jimmy Oliver 2% 1% 3%Les Pages Jaunes 2% 2% 1%Rough Guide 2% 2% 2%
Ensemblecible relais et
châteauxnon cible relais
et châteaux
International meeting 10 & 11 July 2006 225
L’ALLEMAGNE
International meeting 10 & 11 July 2006 226
L’ENSEMBLE DES CITATIONS
AllemagneAu global et par profil : cible Relais & Châteaux
Base 1068 588 480Guide Michelin 29% 40% 15%Recherche sur Internet 14% 12% 17%ADAC 10% 12% 8%Varta führer 7% 10% 3%Essen § Trinken 7% 9% 4%Gault et Millau 7% 10% 3%Käfer 6% 6% 5%Guía gourmet / guide gourmet 6% 6% 5%Feinschmecker 5% 6% 5%Reise führer 4% 4% 5%sous total MEDIA (presse, TV) 4% 3% 5% Critiques dans la presse,les journaux SP 3% 3% 4% Les magazines spécialisés SP 1% 1% 1%Les Pages Jaunes 4% 4% 3%Marco Polo 3% 3% 4%Guide de restaurant (sp) 3% 3% 3%Tourist Information Centres (TIC) 3% 3% 3%Restaurant führer 3% 3% 1%
Ensemblecible relais et
châteauxnon cible relais
et châteaux
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L’ITALIE
International meeting 10 & 11 July 2006 228
L’ENSEMBLE DES CITATIONS
ItalieAu global et par profil : cible Relais & Châteaux
Base 531 247 284Gambero Rosso 43% 48% 38%Recherche sur Internet 10% 9% 12%Touring Club Italiano (TCI) 9% 13% 5%Guida Veronelli 7% 8% 5%Guida dell Espresso 5% 8% 2%Slow Food 4% 5% 2%Les Pages Jaunes 3% 2% 5%Guide de restaurant (sp) 3% 5% 2%sous total MEDIA (presse, TV) 3% 1% 4% Les magazines spécialisés SP 1% 1% 2% Critques à la télé / émissions de télé 1% < 1% 2% Critiques dans la presse,les journaux SP 1% < 1% 1%Un restaurant gastronomique SP 3% 2% 3%
Ensemblecible relais et
châteauxnon cible relais
et châteaux
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L’ESPAGNE
International meeting 10 & 11 July 2006 230
L’ENSEMBLE DES CITATIONS
EspagneAu global et par profil : cible Relais & Châteaux
Base 520 176 344Guide Michelin 40% 47% 35%Guía Campsa 23% 28% 20%Recherche sur Internet 13% 11% 13%Ferran Adria / El Bulli 7% 10% 6%sous total MEDIA (presse, TV) 4% 4% 5% Critiques dans la presse,les journaux SP 2% 1% 3% Les magazines spécialisés SP 2% 3% 2% Critques à la télé / émissions de télé < 1% < 1% < 1%Un grand restaurant SP 4% 4% 4%Guide de restaurant (sp) 4% 3% 5%Tenedor de Oro 4% 1% 6%Repsol 4% 7% 2%Arzak 4% 4% 3%Karlos Arguiñano 4% 4% 3%Les Pages Jaunes 3% 2% 3%
Ensemblecible relais et
châteauxnon cible relais
et châteaux
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LES ETATS UNIS
International meeting 10 & 11 July 2006 232
L’ENSEMBLE DES CITATIONS
États UnisAu global et par profil : cible Relais & Châteaux
Base 1141 499 642Recherche sur Internet 28% 28% 29%Google 15% 15% 15%Guides, journaux locaux (sp) 8% 7% 9%Yahoo 6% 5% 7%Zagat 6% 7% 5%Les Pages Jaunes 4% 3% 5%Hotel.com 3% 4% 3%AAA guide 3% 5% 1%Red Lobster 3% 2% 3%Olive Garden 3% 2% 3%Travelocity.com 3% 2% 3%
Ensemblecible relais et
châteauxnon cible relais
et châteaux
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SUMMARY OF THE SURVEY
France U.K SPAIN GERMANY ITALY UNITED STATES
Spontaneous awarness
Logis de France 5% Hilton 38%
Paradores 29% Hilton 32% Hilton 16% Hilton 39%
Hilton 4% Mariott 14%Melia Hotels 10%
Steigenberger hotel 19%
Jolly hotel 14% Marriott 25%
Relais du silence 2% Holiday Inn 13% NH Hotel 9% Accor 13%
Holiday Inn 12% Holiday Inn 18%
Holiday Inn 2%Best Western 5% Apart hotel 5%
Maritime hotel 11%
Sheraton 12% Hyatt 12%
Best Western 1,1% Accor 5%
Sol Melia hotel 4%
Holiday inn 11% Accor 9% The Ritz Carlton 9%
Promptedusage Sofitel 25%
Small Luxury 33%
Paradores 48%
kleine exclusive hotels 31%
Piccoli hotels di lusso 31%
Small Luxury hotels 18%
Meridien 14%Four Season 12% Hesperia 31% Hilton 14%
Four Seasons 10%
Prefered hotels & Resort 10%
Châteaux et Hôtels de France 10%
Prefered Hotels and Resort 8 % Rusticae 11%
Romantik hotels 13%
Romantic hotel 5% Four seasons 9%
Hilton 8% LHW 6% Habitat 8% Sheraton 12%Charme et Relax 4% Starwood 5%
Intercontinental 5%
Great Hotels of the World 5%
The Ritz Carlton 6% Hyatt 7% LHW 3% LHW 5%
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Official partnerships
International meeting 10 & 11 July 2006 235
Partnership with Moët & Chandon :• How much ? Annual fee 68 600 €
• When ?
• The 15-year relationships between Moet & Chandon and Relais & Châteaux confirmed by the signature of a worldwide agreement in February 2005. The contract with automatic renewal
• Who ?
– Moet & Chandon belongs to LVMH one of the most famous luxury group
– The Moet & Chandon brand leads the champagne market with 36 millions bottles sold all around the world.
– Moët & Chandon has a market share of 12% of the whole Champagne market
– Dom Perignon ( most famous brand of M&C )was created in the 7th century. It is the most elegant, luxurious and harmonious champagne brand
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SUBJECT TYPE OF ACTION OPERATION DATE DESCRIPTION EXPECTED RESULTS
Moët & Chandon Guide advertisingAdvertising page in the R&C
guideAutumn 2006 Advertising in the 2007 guide
Promotion of the partner in the R&C guide
Moët & ChandonJoint marketing
operationWelcome trophy November 2006
Presentation during the congress and on the R&C
guide. Reward 2 R&C properties for their "Best
Welcome"
Promotion of Moët & Chandon towards R&C, RG
and press
Moët & ChandonJoint marketing
operationWine listing layout 2006 - 2007
Presence on the wine list in the R&C properties
Promotion of Moët & Chandon brand
Moët & ChandonJoint marketing
operationParticipation at R&C events 2006 - 2007
According to program defined by promotion department.
Presence of Moët & Chandon at trade and clients events
Cross promotion of the 2 brands
Moët & ChandonJoint marketing
operationParticipation to R&C internal
events2006 - 2007
Participation to R&C regional meetings like international
board meetings
Promotion of Moët & Chandon towards R&C
members
Moët & ChandonJoint marketing
operationDiner Food Pairing 2006 - 2007
Invite R&C - RG chefs + Club 5C members to dedicated
events VIP invited
Moët & Chandon Quality controlQuality inspections in R&C
properties2006 - 2007
Verify through the quality inspections that the partner
products are correctly accepted and listed in the
properties
Reporting of the partner presence in R&C properties
Moët & Chandon E-marketing E- newsletter 2006 - 2007Include partner special offers
or information in 2 R&C e-newsletters
100 000 contacts
Moët & Chandon Internet R&C Internet website 2006 - 2007Implement a link to the
partner website and products information on R&C website
Visibility to customers
ACTION PLAN
International meeting 10 & 11 July 2006 237
Partnership with Pommery :
• How much ? Annual fee 68 600€
• When ?
By signing an international agreement in February 2005, Relais & Châteaux and Pommery have formalized a long-term partnership. The contract is valid with automatic renewal
• Who ?
– Created in 1976 by Paul-Francois Vranken
– The Vranken-Pommery group has realized a turnover of 350 millions euros in 2005
– The group proposes different brands of Champagne: Cuvée Louise, Brut Royal, Millesimé, Wintertime, Pop, …
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• How much ? Annual fee 68 600€
• When ?
Relais & Chateaux and Laurent-Perrier have signed an agreement in January 2002. This contract is valid with automatic renewal
• Who ?
– French company of champagne created in 1812, a forward-looking tribute to tradition and expertise.
– 60% of its turnover is made abroad France
– Laurent-Perrier is the 4th Champagne best seller around the world
Partnership with Laurent-Perrier :
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Partnership with Taittinger :• How much ? Annual fee 50 000€
• When ?
The long-term relationships between Relais & Chateaux and Taittinger have been confirmed through the signature of an international agreement in December 2004, valid with automatic renewal
• Who ?
– Founded in 1734 is one of the most reknowned Champagne producer worldwide
– With 4 424 000 bottles sold in 2004, Taittinger has reached a turnover of 87 million euros
– The company has a strong settlement in the UK, US and German markets
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Partnership with Grand-Marnier :
• How much ? Annual fee 50 000€
• When?
– Partnership started 30 years ago
• Who?
– French company of spirits created in 1827, which has an image of tradition and quality directed to a large consumer base
– 90% of its turnover is made abroad France
– Grand Marnier is rated the 3rd best brand of liquor sold on the American market
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Partnership with Cognac Hennessy :
• How much ? Annual fee 50 000€
• When?
– Hennessy has signed an agreement with Relais & Châteaux in 2004
• Who?
– Created in 1765, owned by LVMH
– 40 million of bottles sold over the world
– Some of the most famous cognacs as : VSOP, XO, Paradis extra, Richard Hennessy.
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Partnership with Sanpellegrino :• How much ? Annual fee 68 600€
• When?
– New Partner of R&C, started in 2005
– San Pellegrino has signed an agreement to commit on a shared action plan with Relais & Châteaux
• Who?
– Italian company belonging to Nestle group. Created in 1250, a perfect combination of minerals made it one of the best mineral waters
– 80% of the sales are made on foreign markets
– San Pellegrino is the most famous mineral water in the world
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Partnership with Rozès :
• How much ? Annual fee 50 000€
• When?
– Partnership started in 2005
– Rozès has signed an agreement to commit on a shared action plan with Relais & Châteaux
• Who?
– Founded in 1855
– Famous for the high quality of its port wines
– 120 million of bottles sold over the world
– Rozès is rated one of the best brand of porto worlwide
International meeting 10 & 11 July 2006 244
Partnership with Glenmorangie :
• How much ? Annual fee 50 000€
• When?
– Partnership started in 2005
– Glenmorangie has signed an agreement to commit on a shared action plan with Relais & Châteaux
• Who?
– Scottish company belonging to LVMH group
– Famous for the high quality and tradition of its malt whiskies
– Brand sold over 120 countries in the world
– Rozès is rated the first best brand malt worlwide
International meeting 10 & 11 July 2006 245
Partnership with Nespresso :
• How much ? Annual fee 100 000€
• When?
– Nespresso has signed an agreement with Relais & Châteaux in June 2005 valid with automatic renewal
• Who?
– Created in 1986, is fully owned by the Nestlé group
– In 1996, the company celebrates 10 years of success with 3500 points of sale and 180 000 affiliated club members
– The company operates in two market segments : the « in-home » and the « out-home »
– Nespresso was the official coffee partner of the 32nd America’s cup
– Nespresso SA has sustained more than 25% annual growth since 1988
– In 2006 it has a 1 billion euros turnover
– Nespresso has a market share of 25% on the portioned coffee market and is sold in more than 30 countries
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Partnership with ALL-CLAD and KRUPS :
•How much ? Annual fee 100 000€
•When?Group SEB, mother company of All-Clad and Krups has signed an agreement with Relais & Châteaux in June 2006 for 3 years, valid with automatic renewal
•Who?Seb created in 1857, owned by a french family in Burgundy. Built on the phenomenal success of the “super cocotte” pressure cooker in France in the 1950Become the world leader in Small Domestic Equipment, holds an approximately 20% of the global market. The company sold over 120 countries in the world, 6 products every second around the world All-Clad : American first cookware company for professional
chefs and passionate home cookers Krups : material for food preparation
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Activities Target Description Realisation
Delegation Meeting R&C and RG owners Delegation meeeting of owners: participation and attendance of partners Annual Summary
E-newsletter E-newsletter subscribers Partner Offers or Promotions in line with R&C themes Annual Summary
Information and Validation of referencing R&C and RG Summary and validation of partner referencing and partner text box Annual Summary
PR Club 5C Most loyal R&C and Relais
Gourmands clients
All year round:- to communicate the brand or products in the Club 5C e-newsletter
- Tastings of products at Club 5C events.- Brand Promotion, products or visits to cellars, exhibitions
Annual Summary
SALE
S
Exhibitions, showcases Events, tourism exhibitionsParticipation of Partners and their products at events or on R&C stands:
press, professional, tourism, clients and the general publicAnnual Summary
PRES
S Specialised Press, VIP, Tourism organisations, R&C and Relais
Gourmands members
Cocktail + présentation of new R&C Guide and new R&C members (number of persons to be defined)
MA
RK
ETIN
G
Annual Summary
Managers and StaffTraining of new and existing R&C members Presentation and training given by the head office and partner to R&C and
RG propertiesAnnual Summary
Organisation of a cocktail for the presentation of the Guide. Participation of partners' products appropriate to the dinner or cocktail.
MARKETING ACTION DEPARTMENT (& DELEGATIONS) FOR PARTNERS
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Crossed Marketing OperationsParticipation in events and
exhibitions organised by PartnerParticipation and presence of R&C at events or stands organised by partners
for B to B or B to CAnnual Summary
E-newsletter R&C presencePresence of R&C with information on offers or promotions in the Partners'
newsletter Annual Summary
Club 5C Partner's best clients Invitation to their best clients to join the Club 5C Annual Summary
Global Communication Presence in advertisingPresence in global communication and / or targeted advertising by the
Partner after agreement from Head OfficeAnnual Summary
PART
NER
/ R&C
International meeting 10 & 11 July 2006 249
• ObjectivesOur main objectives are to increase the awareness of the Champagne, Spirits, Mineral Water, Coffee and cooking material brands by :
LISTING them in the Relais & Chateaux properties,
DEVELOPING SALES and
ASSOCIATING their image to the Relais & Chateaux brand.
International meeting 10 & 11 July 2006 250
MERCI
THANK YOU
GRACIAS
DANKE