Travel

$30 MILLION BRAND CAMPAIGN UNDERSCORES HOW WESTIN TACKLES THE TRAVEL & WELLNESS TRENDS UNVEILED IN NEW GLOBAL SURVEY

The hotels have so much to offer to you today. For example: Westin Hotels & Resorts, part of Marriott International, Inc. (NASDAQ: MAR), today unveiled its first global brand campaign in more than five years, taking on the disruptions, distractions and unpredictability of travel and empowering travelers to embrace well-being as a way to regain control of their routines and be their best while on the road. The $30 million dollar, integrated advertising campaign – called Let's Rise – communicates Westin's commitment to its guests' well-being before, during and after their stay. Beginning today, the Let's Rise campaign will be featured in broadcast, digital, radio and out-of-home channels, with print placements to follow later this year. The Let's Rise mantra will also serve as an anchor for the wellness programs and partnerships that roll out for guests and associates throughout the year. 

Westin's Let's Rise campaign is inspired by and illustrative of the wellness and travel trends fueling the future of both industries, as articulated in a new global study conducted in partnership with StudyLogic that surveyed travelers in North America, Mexico, the United Kingdom, Germany, the United Arab Emirates and China. The results show a seismic shift in the way today's travelers prioritize their well-being. With less time and more disruptors on the road, they are reinventing business and leisure travel to put things like fitness first with new vigor to pursue mindfulness and adventure.

"Let's Rise is perfectly positioned to connect with travelers as more of a rally-cry than a brand campaign, given today's over-scheduled and always-on culture," said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts. "Around the world, we are seeing travelers realigning their priorities to put their well-being first, and Westin is proud to empower our guests to rise to the occasion and be their best selves on the road."

Brand Campaign Challenges Travelers:
"Will You Get Up, or Will You Rise?"

Westin worked with San Francisco-based Venables Bell & Partners to develop the multi-faceted campaign, consisting of multiple executions in which travelers take control of their well-being.  Illustrating guests enabled to wake up early for a run, stay on track with healthy eating goals, and find time to revitalize with an incredible night's sleep, the campaign aims to connect consumers to the signature programs inherent in Westin's DNA – from the iconic Westin Heavenly Bed to its workout Gear Lending program in partnership with New Balance® – all designed to embody the brand's Six Pillars of Well-being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well. 

Because morning is the first and best opportunity to take control of the day ahead, the campaign uses morning light as a consistent creative device to speak to the potential that the morning holds. Overall, the campaign calls consumers to answer a simple question, "Will you get up, or will you rise?"

Global Study Shows Seismic Shift in Travelers' Well-being:

1. Unpredictability of Travel Sees Stress Skyrocket in 2017:
   Guests around the Globe Turn to Wellness to Regain Control

In the last three years, rising wealth and digital connectivity have prompted a significant spike in global travel and the unpredictability that accompanies it.  It is no surprise then that nearly 3 in 4 travelers report they have trouble maintaining their routine on the road. More than 60% say they sleep less, 65% say they exercise less, and 15% report increased stress levels on vacation, a time traditionally thought of as downtime for rest and relaxation.

Westin continues to evolve its programs in lockstep with the increasing global demand for well-being and the holistic role it plays in peoples' lives.

• This year, hotels around the world will unveil updates to the signature 24/7 WestinWORKOUT^® fitness studios, reflecting how people are exercising today with more stretching, strength and core equipment.
  
  
• The brand will continue to grow its Gear Lending partnership with New Balance, giving guests access to workout gear without the hassle of packing it, and introduce additional RunWESTIN™ Concierges, who encourage runners of all levels to grab a running map and join them on scenic routes through cities, along beachfronts and amid rural landscapes.
  
  

2. High Octane or Balanced Breathing:
   Mindfulness & Adventure Travel Meet as the Next "Tribe Workout"

Once reserved for a select few, mindfulness and adventure travel have become increasingly popular as a way for guests to disconnect, reconnect and explore a destination. Globally, the number of travelers who will plan adventure excursions in the next 12 months has doubled in the last 3 years. In Mexico, it has tripled. And surprisingly, more than 50% of global respondents say they plan to seek mindfulness opportunities to clear their minds and center themselves during the chaos of travel.

Propelled by these trends, Westin continues to introduce programs, partnerships and hotel positions that cater to this growing guest demand.  

• Recently the brand saw a new crop of concierges emerge, who are experts in high-octane activities from heli-skiing to kite-surfing at hotels from The Westin Turtle Bay Resort & Spa in Mauritius to The Westin Resort & Spa in Whistler, B.C.
  
   
• Surprisingly, many Westin hotels have also seen a spike in travelers fusing meditation with more physical activities and approaching mindfulness with a similar communal or tribe workout mentality. Yoga and meditation have been incorporated into high-intensity hikes and cycling classes by popular demand at Westin hotels in cities like Atlanta and resort destinations like Bear Mountain.

Puerto Rico's Tourism Industry is Poster Child for Successful Program in Protecting and Educating Travelers

SAN JUAN, Puerto Rico - Experiencing a 96% reduction in the number of new Zika cases since the peak in October 2016, the Puerto Rico Tourism Company (PRTC) is optimistic heading into 2017. Over the past ten weeks, there has been a markedly steady decline of reported new Zika cases, with new cases of Zika infection peaking at 5,317 for the week of October 7-14 but by the week of December 19-23 reported cases had decreased to a low of 222.

The layered collaborative educational and fact- driven campaign has been successful.  "The dramatic decrease in the number of Zika cases in Puerto Rico is a testament to our integrated aggressive program to inform and disseminate the facts and allay the fears.  The PRTC worked incredibly hard with the industry and health officials to communicate accurate and precise messages about Zika to the public," says Ingrid Rivera Rocafort, Executive Director of the Puerto Rico Tourism Company (PRTC). "Ultimately, our team has been successful in not only educating our residents but protecting our visitors and our critical tourism industry."

Tourism annually contributes nearly $4 billion to Puerto Rico's economy and was the first industry to come out of the Island's five-year recession. Since the start of Zika, total hotel registrations from Jan.-Sept. in 2016 are 1.6% above 2015 and 10 million passengers are expected to be welcomed by Puerto Rico airports by the end of 2016.

Broadway star Chita Rivera, TV Host Maria Celeste, Baseball stars Carlos Correa and Ivan Rodriguez and Olympic Gold Medalist Monica Puig also helped the industry spread the word about the reality of Zika and how travelers can experience Puerto Rico worry free.  Medical influencers who also underscored the PRTC's message and educated travelers about facts over fear included the late epidemiologist Dr. D.A. Henderson, Distinguished Scholar at the UPMC Center for Health Security in Baltimore, Maryland; Dr. Jason James, Chief of Obstetrics and Gynecology at Baptist Hospital in Miami; and Dr. Joseph Rosado, a Primary Care and Emergency Care Physician in Orange City, FL. In addition, the World Health Organization declared in November that the Zika virus was no longer considered an international public health emergency.

"Our collaborative efforts to date in 2016 have been effective in allying fears, controlling Zika and the data backs it up," notes Clarisa Jimenez, President and CEO of the PRHTA. "It is imperative that we keep our foot on the gas pedal and aggressively continue all of our efforts to keep our visitors informed and our guests safe and worry free as we look forward with optimism through 2017."

For more information about the Zika virus in Puerto Rico, visit PuertoRicoNow.SeePuertoRico.com.

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