Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Spotlight

Ten years ago a seminal blueprint for cultural and heritage tourism was adopted by the more than 1,500 dedicated political and industry leaders and practitioners as part of their national agenda for the travel industry, which they developed at the 1995 White House Conference on Travel and Tourism. Recognizing the extraordinary opportunity presented by this landmark event to expand the creative dialogue between this industry and America’s cultural and heritage institutions, a coalition representing the arts, historic preservation, humanities organizations and the federal cultural agencies—the National Endowment for the Arts, the National Endowment for the Humanities, the Institute of Museum Services, and the President’s Committee on the Arts and the Humanities— submitted a white paper, Cultural Tourism in the United States, to provide specifi c responses to the industry’s nine issue areas and outline goals for the culture and heritage tourism segment.


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COMMERCIAL TRAVEL

Manifest Expands Nationally, Adds International Trip Destinations

Manifest | January 15, 2022

Manifest, the exclusive, lifestyle and travel club that provides custom-crafted getaways to unique destinations within the U.S. and abroad with the option of pairing trips with private plane service, announced that the company will be expanding nationally, welcoming members from every corner of the country. With the expansion, Manifest will now be offering its entire collection of curated trips to members in all states – and will be expanding these trips to include international destinations such as the Caribbean and Mexico, with Central America and further abroad to be added in the future. "Travel is beginning to return and people are ready to embark upon unique journeys and begin exploring the world again,As we head into 2022, we see incredible potential for growth and are ready to bring both Manifest membership and our curated trips to every corner of the country.” -Jeff Potter, CEO of Manifest. Manifest is also adding more flexibility to membership, with the option of booking pre-curated trips directly through the website, or if members have specific needs, working with a travel specialist to customize their trip. In addition, while flying private remains a Manifest differentiator, allowing members to avoid the stress of long lines and the hassle of checking bags as well as offering less exposure to crowds and a better experience for travelers, Manifest will be adding a commercial air option for first-class and business class service in the coming months as well. We want to make both booking and experiencing travel as easy as possible for Manifest members and in some cases, private air travel is not the best option, so we plan to offer alternatives to ensure the ultimate flexibility when booking with us,said Potter. The Manifest experience is seamless for members – from private car transportation to/from the airport both at home and in-destination to the ease of private air travel; from high-touch service on the ground to pre-planned activities that reflect the soul of the destination, in addition to plenty of free time to explore members’ own interests. Examples of recently added trips include: Explore Historic New England in Newport, Rhode Island – 5 days/4 nights with accommodations at The Cliffside Inn with activities including a private helicopter tour and a two-hour cruise aboard an America’s Cup yacht. Bourbon-friendly Weekend in Louisville, Kentucky – 3 days/2 nights with accommodations at The Brown Hotel with activities including themed progressive dinner with cocktail pairings and a full-day bourbon distillery tour. Find Your Way to Paradise on the Beautiful Caribbean Island of Anguilla – 8 days/7 nights with accommodations at Belmond’s Cap Juluca Resort with plenty of beach time as well as a day on the water exploring Prickly Pear Cays. Manifest designs, curates and manages logistical components of planned activities for each experience, which range from three to seven days in length and range in price depending on the activity, location, and length of stay. A full list of Manifest experiences is available here. In celebration of national expansion and for a limited time, Manifest is allowing anyone to join its community of travelers without paying annual dues. In addition, members can save 10% on their first trip with Manifest when they book by March 31, 2022, for travel by December 31, 2022. More information on Manifest membership is available here. About Manifest Based in Denver, Colorado, and founded by Jeff Potter, the former CEO of Frontier Airlines, Exclusive Resorts and Surf Air, Manifest is an exclusive, lifestyle and travel club that provides custom-crafted getaways to unique destinations in the U.S. and abroad with the option of pairing trips with private plane service. For more information, visit www.manifestescapes.com.

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DESTINATION AND TOURISM

How to Plan Safe and Fun Travel Get-Aways in 2022

Worldwide Rescue & Security, Inc. | December 29, 2021

Domestic and international bookings are on the rise, especially for the second half of 2022. Hospitality vendors are welcoming guests with promises of increased cleanliness and contactless transactions. But much remains uncertain about upcoming getaways. COVID-19 is still impacting travel. Labor and supply shortages are affecting restaurants, airlines, hotels, and rental car agencies. So what's the best way to plan a trip now? Here are some tips:Be flexible and make your reservations earlier. Airlines and other travel vendors have consolidated services, so have a back-up plan in case your schedule needs to change. Also, some hotels have reduced amenities, such as daily housekeeping and in-house restaurant hours. Verify your destination's status before leaving home. Consider a trip focused on the outdoors. Popular destinations include beach and ski resorts, plus trips to national and state parks. Our prediction is national park visits will continue to stay strong for several years to come. Explore digital travel planning tools, which can offer more choices, including pet-friendly hotels, all-inclusive resorts, vacation rental homes, and enhanced options for those working remotely. And you might also want to consider purchasing a travel assistance program for longer getaways. For a reasonable fee, Emergency Assistance Plus (EA+) provides extra protection and security on every trip taken away from home during a full year, whether domestic or abroad. EA+ is part of a global network that offers customized medical, travel, and security services across six continents to ensure members get the medical care they need and are returned home safely. EA+ is offered by Worldwide Rescue & Security, Inc., a division of AGIA Affinity Services, a leading provider of emergency travel protection and rescue and security products. Each year, Worldwide Rescue & Security protects hundreds of thousands of customers in the event of medical emergencies or security situations. For more information, please visit www.emergencyassistanceplus.com.

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TRAVEL TECHNOLOGY

Leisure Hotels & Resorts Selects Stayntouch to Deploy its Flexible Cloud-Native PMS Across 4 Upscale Independent Properties

Leisure Hotels & Resorts | February 03, 2022

Stayntouch, a global leader in guest-centric cloud hotel property management systems (PMS) and contactless technology, announced a partnership with Leisure Hotels & Resorts, a leading comprehensive hospitality management company that specializes in upscale destination markets and unique independent brands. Stayntouch will now deliver their flexible PMS solution to four of Leisure Hotels' Midwest and Mountain properties, totaling 469 rooms.Representing a combined 175 years of hospitality experience, Leisure Hotels & Resorts is a proven leader in hospitality management, with 24 hotels, resorts and restaurants currently under management. Prior to Stayntouch, Leisure deployed a traditional desktop-based PMS, which was difficult to use and tied staff to the front desk. Leisure chose Stayntouch because they needed a flexible platform that delivered a digital welcome experience for guests, as well as an intuitive and mobile user interface to streamline operations and allow staff to engage guests anywhere on property. Our previous platform was constrained by a lack of flexibility and we are pleased to add Stayntouch, which provides us flexibility, ease-of-use, and mobile accessibility," said Chrissy Marz, General Manager at Leisure Hotels & Resorts. "The PMS integrated seamlessly with our CRS, and the mobile design allows our guests to check-in using their smartphone, while delivering remote access to our staff both on and off property. Stayntouch's intuitive interface is also a major asset: We have a diverse team that includes people who are new to the business, as well as veteran hoteliers who spent their entire career with older systems. The fact that we can train everyone on a new module within a few hours allows our staff to execute across the board and maintain an elevated standard of service. "Leisure Hotels & Resorts embodies a culture of impeccable service and guest focus that compliments the core values of Stayntouch and drives our offerings. We are delighted to partner with Leisure Hotels to deliver technology solutions that unburden hotel staff and reimagine the guest experience. We're happy that our PMS is able to amplify the service experience across Leisure Hotels by streamlining employee training, facilitating seamless on and off-property management and enhancing the guest welcome and departure experience." -Michael Heflin, Chief Revenue Officer at Stayntouch About Leisure Hotels & Resorts Leisure Hotels & Resorts is an all encompassing hospitality management company; from hotel and resort management to distressed assets, homeowners associations, development, and restaurant management. We offer comprehensive management services for independent resort operations, proven management success across the country for major franchised hotel operations, professional receivership and OREO management services, specialized food & beverage management strategies, and guidance surrounding sophisticated EB-5 programs. We also leverage our extensive history in working with ownership groups that fund lodging operations along with our experience with a variety of outdoor recreation options, and the latest experiences with specialized RV resorts and glamping opportunities, to bring more value and success to our managed properties. About Stayntouch Stayntouch provides a cloud-native, guest-centric, and fully mobile hotel property management system (PMS) and over 1100+ integrations, enabling hotels to raise service levels, drive revenues, reduce costs, and ultimately captivate their guests. Backed by a team of professionals with deep roots in the hospitality industry, Stayntouch is a trusted partner to many forward-thinking hotels and resorts, including the TWA Hotel, First Hotels, Conscious Hotels, Margaritaville, Valencia Hotel Group, and Modus Hotels. Stayntouch is also a preferred PMS partner to some of the leading independent hotel collections around the world including; Design Hotels, an Independent Marriott Brand, and Curator Hotel & Resort Collection.

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HOSPITALITY TRENDS

Chatham Lodging Trust Acquires Beachside Hilton Garden Inn

chatham lodging trust | March 10, 2022

Chatham Lodging Trust (NYSE: CLDT), a hotel real estate investment trust (REIT) focused on investing in upscale, extended-stay hotels and premium-branded, select-service hotels, announced that the company has acquired the beachside 111-room Hilton Garden Inn Destin Miramar Beach, Fla., in an off-market transaction for $31 million, or approximately $279,000 per room. Recently opened in 2020, the hotel is within walking distance of the pristine white sands of the Gulf of Mexico. The hotel’s location in Miramar Beach is well situated in relation to the thriving Santa Rosa Beach and Destin markets. The acquisition should generate an estimated stabilized NOI yield of 8.0% to 8.5%. “As discussed on our 2021 year-end conference call, we emerged from the pandemic with a stronger balance sheet, as well as the capacity to make accretive acquisitions in terms of both earnings and asset value This hotel will generate strong cash flow from the outset, represent our third youngest hotel and generate a 2022 RevPAR premium of approximately 50 percent over our current portfolio. Additionally, the hotel diversifies further Chatham’s portfolio by adding a predominantly leisure hotel and also expands our presence in the Sunbelt, which we believe will continue to benefit from population growth. In fact, three out of every four travelers to the Destin area come from the Sunbelt, and many of Destin’s feeder markets, such as Atlanta, Dallas, Nashville and Houston, are experiencing strong population growth.” -Jeffrey H. Fisher, Chatham’s chief executive officer and president. The Hilton Garden Inn Destin Miramar Beach is a high-quality hotel with rooms that include a microwave and small refrigerator, 27 of which are enhanced with Gulf-view balconies. The hotel also features an expansive public space that includes a state-of-the-art meeting room and/or event space with approximately 900 square feet, a modern fitness center and a gorgeous bar that uniquely offers over 60 different whiskies and other premium spirits. Although the hotel will primarily serve leisure travelers, the property sits across the street from the Silver Sands Outlet stores and benefits from corporate demand. The Hilton Garden Inn also receives a strong amount of military demand related to Eglin Air Force Base, the country’s largest air force base and home to 38,000 personnel, as well Hurlburt Field, which employs 8,000 and is home to the Air Force Special Operations Command Center. We are excited to add this great hotel to our portfolio, and we will continue to recycle capital out of older assets into newer hotels with higher growth prospects, Fisher concluded. Chatham funded the purchase using available cash and borrowings under its credit facility. The hotel will be managed by Island Hospitality Management, which is owned by Fisher. About Chatham Lodging Trust Chatham Lodging Trust is a self-advised, publicly traded real estate investment trust focused primarily on investing in upscale, extended-stay hotels and premium-branded, select-service hotels. The company owns 43 hotels with 6,451 rooms/suites in 16 states and the District of Columbia. Additional information about Chatham may be found at chathamlodgingtrust.com. Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995 Statements about the company's business that are not historical facts are "forward-looking statements." Forward-looking statements are based on current expectations. You should not rely on our forward-looking statements because the matters they describe are subject to known and unknown risks and uncertainties that could cause the company's future results, performance, or achievements to differ significantly from the results, performance, or achievements expressed or implied by such statements. Such risks are set forth under the captions "Item 1A. Risk Factors" and "Forward-Looking Statements" in our annual report on Form 10-K and under the caption "Item 2. Management's Discussion and Analysis of Financial Condition and Results of Operations" (or similar captions) in our quarterly reports on Form 10-Q, and as described in our other filings with the Securities and Exchange Commission. Forward-looking statements speak only as of the dates on which they are made, and the company undertakes no obligation to update publicly or revise any guidance or other forward-looking statement, whether as a result of new information, future developments, or otherwise, unless required by law.

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Spotlight

Ten years ago a seminal blueprint for cultural and heritage tourism was adopted by the more than 1,500 dedicated political and industry leaders and practitioners as part of their national agenda for the travel industry, which they developed at the 1995 White House Conference on Travel and Tourism. Recognizing the extraordinary opportunity presented by this landmark event to expand the creative dialogue between this industry and America’s cultural and heritage institutions, a coalition representing the arts, historic preservation, humanities organizations and the federal cultural agencies—the National Endowment for the Arts, the National Endowment for the Humanities, the Institute of Museum Services, and the President’s Committee on the Arts and the Humanities— submitted a white paper, Cultural Tourism in the United States, to provide specifi c responses to the industry’s nine issue areas and outline goals for the culture and heritage tourism segment.

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