An Initial Inquiry into Guest Expectations for Areas in Conflict or Transition

1. Ready, Aim,…Relax An Overview of Lodging in Regions of Perceived Unrest What calms the Guest, & strengthens Hospitality brand loyalty

2. For This Special Report We consider a situation that was recently defused to obtain a perspective from well traveled professionals Compiled by Alin Maxon – Director of Architectural Design Hospitality, Retail & Special Projects

6. May 07, 2011 News Release: Starwood Hotels & Resorts Continues To Highlight Egypt As An Attractive Tourist Destination When lodging for business or pleasure is impacted by regional perceived or real cultural unrest … Will positive promotions and messaging soothe safety concerns and expand business?

7. To tackle this question a random survey was recently taken from a pool of upper end executives to determine what these consummate professionals, (many being extensive travelers on the domestic and international arenas) would hope for in their guest experience in a volatile region. The instructions indicated that though the state department did not have warnings posted that there may be some unresolved “issues” in the region. What did we find? Listen up Starwood!!! - Some of these results may surprise you. What is presented below is a first pass at a range of options. Respondents were asked to select those actions or items from a list of items – specifically to help you (the guest) feel more secure. Did guns and de-briefings win out or are our guests looking for something else?

8. Here are the Top Three 1) Cocktails won out – at top of our guest options 2) Guest rooms on upper floors were perceived by 58% as being safer, while 25% perceived lower floors safer 3) Tours to specific “safe sites” away from conflict were favorable