“The eStandby program is like found money for us. I absolutely recommend it – there’s no risk for the hotel and it’s all upside.”

- Brian Christensen
Revenue and Distribution Manager
Stratosphere, Las Vegas

Increasing Revenue Through Innovation

eStandby Upgrade® is Nor1’s signature upsell solution created to increase wallet share for hotels while giving their guests a better stay. Embraced by hotels as a brand-standard, mission-critical tool, eStandby Upgrade is currently generating revenue for international mega-chains, regional hotel groups and independent hotels and resorts of all sizes.

eStandby Upgrade employs the industry’s most sophisticated pricing and merchandising engine, PRiME™, to make dynamic, guest-centric, individually customized, upsell offers. eStandby Upgrade is a post-reservation solution which means guests are willing to pay for an upgrade on top of the reservation they already confirmed. Every eStandby Upgrade request fulfilled by a property is additional revenue.

The innovation behind the patented eStandby Upgrade solution is that uncertainty is mixed in with the upgrade offer. eStandby Upgrades are confirmed at check-in only if the hotel has inventory available, making the eStandby Upgrade non-guaranteed. This uncertainty prevents guests from reducing their willingness to pay for guaranteed room reservations. Statistics from six years of eStandby Upgrade purchases show that neither requesting nor being awarded an eStandby Upgrade cause guests to reduce their willingness to pay for guaranteed room reservations.

PRiME takes into account all the important factors for the hotel and the guest in order to return the optimal upsell offer for each individual reservation. Our data shows that guests find eStandby Upgrade offers extremely relevant and compelling; contributing to their overall guest satisfaction. Because we are intelligently selecting and ordering the offers, the potential revenue capture is significant.

Because there are no up-front or on-going maintenance costs to our hotel partners, Nor1′s patented eStandby® technology delivers a “no risk” opportunity for them to increase profitability, as much as 40 percent in some cases, all while improving customer satisfaction. Our ability to combine data-driven customer insights with advanced and flexible technology is the potent combination that delivers those outstanding results.

eStandby Upgrade empowers hoteliers to monetize premium inventory and services that may otherwise go unused and undervalued; while freeing base-level inventory available for booking at the last minute or to relieve an oversold situation. More importantly, hotels can begin to shift guest demand toward their premium inventory with an expectation and willingness to pay for it.

eStandby Upgrade for the Guest:

• After making a reservation with your hotel, the guest is presented an upsell offer either on the brand.com booking confirmation page or through your property’s confirmation email for which they can commit to pay only if that upgrade is available at check-in.
• Guests view an easy-to-use web page, complete with high-quality photos and detailed descriptions. Upon check-in, if the hotel was able to fulfill the eStandby Upgrade, the guest is notified and the eStandby fee is added to the guest’s bill. If not, the original reservation stands and the guest pays nothing extra.
• Upsell offers built by PRiME, our data-driven pricing and merchandising engine, are the key to generating additional revenue from existing guests and fostering loyalty that assures
  long term revenue.

That’s the power of eStandby Upgrade.

Establishing Value for Perishable Premium Inventory

According to our data consisting of more than 30 million eStandby® transactions, guests that are exposed to a higher level of service are not only willing to pay for it in the future but will also “trade-up” on any future offers on other premium services.

eStandby eliminates the upsell pressure on front desk personnel by identifying a guest’s willingness to pay in advance. All they have to do is award the upgrade upon the guest’s check-in.

It’s All Upside with the eStandby Upgrade!

• Grow Your Revenue:
  Every eStandby Upgrade that is fulfilled by your property is found money. Revenue results from eStandby are solid from the start and only get better over time as the solution gets “smarter” with each guest interaction.
• Create Demand for Premium Inventory:
  Gone are the days of watching premium rooms sit empty and undervalued. With eStandby, upgrades can be awarded to customers eager to have a better experience while establishing demand and a willingness to pay for those once overlooked premium offerings.
• No Risk:
  eStandby Upgrade is a cost-free solution. There are no out-of-pocket upfront costs or any ongoing maintenance cost. Nor1 is only paid a share of the incremental revenue your property collects after eStandby upgrades are fulfilled.
• Consistent Branding:
  eStandby Upgrade includes enticing photos, compelling room descrip­tions, and website and email designs consistent with hotel branding, color schemes, and messaging.
• Easy to Implement and Manage:
  eStandby is integrated with your brand booking engines and guest communications.  Nor1’s account team is available to assist your property with all ongoing content management and provides on-demand analysis and recommendations to help hotels maximize revenue. With certified two-way integration between eStandby and your PMS, the process for the local property staff is even more efficient.
• Supports Existing Loyalty Programs:
  The eStandby system can identify guests who have requested an eStandby Upgrade and are also a member of the property’s loyalty program. All communication with the guest is professional and appears to come directly from the hotel to enhance the guest’s experience and increase loyalty.

Helping Your Hotel Increase Revenue Per Exposed Guest

Hotels can leverage Nor1’s eStandby Upgrade® solution to:

• Capitalize on an incremental revenue opportunity.
• Establish a relevant value on perishable premium inventory and services.
• Fill premium suites, restaurants, spas, entertainment venues, the golf course, the casino and more.

eStandby Upgrade	Hotel Benefit	How It Works
Room	Nor1’s signature solution, eStandby Room Generate offers that are relevant to the guest at pricing that fits their wallet (willingness to pay) Make your awarding decision ONLY if you have distressed inventory Gain immediate insight into Guest’s buying behavior	Maintain control of your rates and inventory Incremental revenue Easy to manage Seamless PMS integration Optimized allocation of inventory available on the day of arrival
Dine	Award rates are higher Generate more covers - during off peak periods - for “high sunk cost” meal periods Improve guest satisfaction and loyalty Increase profit margin by 30%	Requests are made on a standby basis Property parameters include blackout dates
Relax	Creates spa awareness Generates demand for spa services Encourages guest interaction before stay Fill known schedule “gap times” Up to 20% in upsell revenue Increased customer satisfaction	Facility controls upgrade offer parameters including dates and times Control prices and blackout dates
Play	Drive more guest traffic to your low periods for: -Tee times -Show tickets Or any other venue that could benefit from increased consumer traffic at certain times	Facility controls upgrade offer parameters including dates and times Control prices and blackout dates

Nor1 At Your Service

Nor1 is not only high-tech but high-touch, too. We work along side our hotel partners to train their staff on our solutions and to maximize the property’s revenue potential. In the beginning, our team of Implementation and Account Revenue Managers works with each hotel to ensure a simple and successful integration. And later, our ARMs provide ongoing content management, reporting, on-demand analysis, and recommendations to help hotels maximize revenue.

Our team of Account Revenue Managers works with each of our customers to ensure a simple and successful solution integration.

Steps for eStandby Integration:

1. Gather descriptive data (rooms list, floor plan, images, amount of rooms, room type codes in the PMS, Room type codes in the CRS, room descriptions, exact address of the
   hotel, e-mail addresses of Front Desk, Revenue Manager, Accounting team etc.)
2. Gather rate information (Rate grids, rate codes used, room rate combinations)
3. Nor1 reviews data and sets up hotel (Creation of upsell metrices)
4. Call with hotel to agree on offer sets and prices
5. Nor1 to implement agreed offer sets and prices
6. Nor1 communicates with CRS and other Technology provider for turning on the feature for the respective hotel.
7. Go live!

Awarding Upgrades = Bottom-line Lift

With eStandby Upgrade, every upsell offer awarded by a property is additional revenue. Nor1’s SmartQ® is the eStandby Upgrade® front-desk system that provides hotels with real-time access to guests’ upsell offers. Hotel managers log into the SmartQ system to review and confidently award requests. They can do this because PRiME, Nor1’s pricing and merchandising engine, has strategically crafted each upsell offer that is made to a guest in order to generate bonus income eliminating any concern over price degradation.

In SmartQ, property revenue managers also have access to reports and trends that help revenue managers make the most of eStandby Upgrade’s unique ability to generate additional revenue from existing customers.

Each day participating eStandby hotels receive a SmartQ Reminder email, the timing of which is set by the property. SmartQ requires less than 10 minutes a day from personnel to boost a property’s revenue and give guests a better stay.

Each property has login credentials to go into the SmartQ and “Action” all of the guest upgrade requests on a daily basis, as well as access reports, change passwords, view training documents, and leave feedback. Access the SmartQ 24/7 with this address: www.nor1upgrades.com/admin.

eStandby Upgrade Training and Support

Our Hospitality Operations team is never but a click or a phone call away. Nor1 will provide prompt support, guidance and decisive action on any issue or problem reported by a hotel property.

The Account Management Center is open Monday through Friday 8:00 a.m. to 5:00 p.m. PST, and can be reached at +1 408-852-9255 or via e-mail at support@nor1.com. Requests received outside of these hours will be answered by the next business day.

Nor1 has numerous training resources available to our partner properties. We provide training from integration to the front desk for each of our solutions. Hotels can access online tutorials and training information at this address: http://www.nor1.com/training/Home.html.

Our hospitality blog, At Your Service, is full of relevant and helpful tips, facts, and articles. It also gives the Nor1 team a chance to brag on our customers and share in their successes. Want to contribute to our blog? Email marketing@nor1.com

Sign Up your Hotel for Success with eStandby Upgrade

Everything about Nor1 is structured to give you complete flexibility. Nor1 enables you to increase revenue with a trusted technology partner.

Nor1 seeks to be your partner of choice, so we are making a long-term commitment to deliver innovative solutions with outstanding service. Nor1’s commitment to our customers is to help them establish the value of their premium inventory and maximize revenue opportunities at every turn

Just follow these easy steps to get started:

We are here to listen and respond – as a company and as individuals – so you’ll want to keep partnering with us.