Flu Free Guarantee

Opportunity
Restore confidence in travel to Mexico amid widespread H1N1 “swine-flu” concerns
Objective
  • Recuperate short and long-term occupancy levels
  • Double the number of bookings within weeks of the World Health Organization announcement
  • Secure 100M positive media impressions
Breakout Strategy
Give travelers confidence that their valuable vacation investment will be highly protected
The Program
  • Guarantee x3: Promise any guest contracting H1N1 will get the cost of their vacation back x3
  • Power In Numbers: Create unified outreach effort among 85 competitor hotels, including travel package promotion and a joint Web site (flufreeguarantee.com)
  • New Health Practices: Introduce new health practices, revise cleaning policies and health evaluations and training for all employees, including consistent internal communication programs