FAIRFIELD INN & SUITES 2012 MARKETING PLAN

1. FAIRFIELD INN & SUITES 2012 MARKETING PLAN

2. 2012 FAIRFIELD INN & SUITES • Facing Intense Competitive Pressure: Hampton and HIX lead the moderate tier segment on Product, Service, and Value, while FIS is in the middle of the pack. • Strengthening product to improve performance: With launch of enhanced Gen 4 product, FIS has opportunity to drive distribution, increase awareness and improve consumer preference. OVERVIEW POSITIONING Travel with Confidence – FIS provides everything you need and the respect and courtesy you deserve. “Fueling Productive Stays” CORE MESSAGE “The Resourceful Achiever” – Frequent business travelers (FBTs) who strive to live efficiently and lead productive lives on the road. They overcome travel inconveniences to consistently deliver a job well done. TARGET NORTH AMERICA DISTRIBUTION North America: 670+ Pipeline: 130+ North America: $10.0M placeholder BUDGET

3. 2012 FAIRFIELD INN & SUITES KEY DRIVERS • Intense Competitive Pressure: In the moderate tier, FIS distribution is in 5th position trailing more than 1000 units behind Hampton, HIX and Comfort Inn and 120 units behind La Quinta; putting FIS at a disadvantage in awareness and marketing spend. Hampton, HIX and Comfort outspend FIS by 4-5X in marketing /advertising. Hampton and HIX lead the segment on product, service and value while FIS is in the middle of the pack. • Aging Product Pulling Down Performance: Aging FIS hotels (Gen 1 &2) represent over 30% of the FIS brand and negatively impact overall performance. • Strengthening product to improve performance: Launch of new Gen 4 (Perspectives) product design expected to drive distribution, increase awareness, shift business mix and improve brand preference. CORE MESSAGE • “Fueling Productive Stays” • Key Proof Points: • Design& Ample work space– Modern and refreshing decor. Comfortable workspace that allows the hotel to become an extension of the work place. • Value- Provide free WiFi/Internet and complimentary breakfast. • Courteous efficient staff/service – Understand the needs of business travelers and there to assist when needed. NORTH AMERICA TARGET • Primary: “The Resourceful Achiever” –FBTs who strive to live simply and lead productive lives on the road. They overcome travel inconveniences to consistently deliver a job well done. • Demographics • 75% male • 69% married • 43years old is mean age • $122k mean HH income • 80% college+ educated • 87% Caucasian • 64% are Suburbanites Secondary Target:PT: Freebird Couples (Even mix of males and females, ages 55-74, married, no children in the household.) • Psychographics • Lead productive lives on the road and at home, however, they also seek overall balance in life. • When on business travel tend to be more work focused. Less apt to focus on play. • 31% say they will always live simply no matter their income vs. 23% for CY. • Travel by air (mostly coach) and dine at casual restaurants. • Less adventurous than other FBTs and not swayed by fads. KEY COMPETITORS Hampton: maintains strong, consistent performance despite their size (1800+ hotels, 1000+ owners) HIX: IHG re-branding efforts of HI/HIX make HIX an even bigger threat to FIS. Comfort Inn/Suites: distribution leader in moderate tier, continuing prune and plant strategy and introduced consultative QA which might be contributing to improved preference. La Quinta: leads FIS in distribution(805 vs. 666 FIS), preference and awareness.

4. MACRO BUSINESS OBJECTIVE: Solidify Fairfield’s position within the moderate tier by increasing intent to recommend from 39% to 45% by 2015 2012 FAIRFIELD INN & SUITES OBJECTIVES STRATEGIES METRICS • Statistically significant lifts in break-through, branding and in key message communication, likeability and consideration via Dynamic Logic. • Bookings/Revenue • Incremental revenue • Measure lift in consideration and perception via brand tracker • Media impressions. • Unique Monthly Visitors • Customer engagement (measures TBD) via social media and other channels • Statistically significant lifts in awareness and consideration. • Media impressions. • Unique Monthly Visitors • Sweepstakes entries • Customer engagement (measures TBD) via social media • Measure lift in consideration and trip share via brand tracker • Incremental room nights and revenue Solidify FIS position in the moderate tier by driving B/T consideration and bookings Elevate perceptions of the brand. Drive consideration among profitable personal travel target, Freebird Couples Refine and grow segment marketing efforts to drive small group business • Continue to build an emotional connection with business travelers by expanding “Let’s Get it Done” campaign into new media channels. • Continue targeting Marriott Rewards members by leveraging high impact MR channels. • Continue to leverage CFRST small business marketing efforts. • “Act Big” through innovative PR and marketing programs that demonstrate how FIS is evolving: • Showcase the brand’s rich heritage and future outlook via evolution to the new Gen 4 design and décor. • Develop a 25th Anniversary celebration. • Develop program highlighting halo properties in order to generate buzz and lift perception of the total portfolio. • Continue College Tours program leveraging PR, social media, property level activation and sweepstakes. • Continue to leverage portfolio leisure segment marketing efforts. • Develop and refine partnerships with amateur sports, weddings, and F&B programs. NORTH AMERICA

5. 2012 FAIRFIELD INN & SUITES CHANNEL/ ACCOUNTABILITY PROGRAM/ACTIVITY METRICS • Mobile – create consumer validated mobile experiences and advertising campaigns to differentiate FIS within the larger portfolio mobile initiative. Test performance mobile display. • M.com – Add video tour to FI.com. • Paid Search – Drive B/T and L/T bookings. Expand mobile PPC presence. Activate/test new paid opportunities, where possible. • Performance Display – test acquisition campaigns focused on in-market travelers; leverage site-wide retargeting campaigns • Develop multi-city tour featuring build out of Gen 4 (Perspectives) design/décor. Communicate rich heritage of the brand and the evolution to new “Perspectives” design. • Develop 25th Anniversary celebration activation with consumer and MI associate facing elements. • Highlight halo properties with property level activations/events. Form story around a FIS “Collection” of signature properties with distinctive design reflecting local color. • Continue College Tours program leveraging PR, social media, property level activation and sweepstakes. • Develop new FIS partnership for Amateur sports (i.e. US Youth Soccer) • Continue Marriott Rewards Bonus Points Promotion. • Leverage promotional opportunities with AmEx OPEN/small business program • Develop renovation tools reflecting Perspectives design. • Update collateral on Brandworks to reflect new tagline and messaging. • Support development of marketing elements for tool similar to CY Mad About Market Share to drive RevPAR index improvement. • Mobile – bookings/revenue and engagement • M.com - site bookings/revenue and engagement • Paid Search – bookings/revenue • Performance Display – bookings/revenue • Media impressions. • Unique Monthly Visitors • Customer engagement (measures TBD) via social media and other channels • Statistically significant lifts in awareness and consideration. • Incremental revenue • Incremental weekday revenue • Incremental revenue • Brandworks utilization • Usage of “Mad About Market Share Tool.” Ecommerce • Mobile • M.com • Paid Search • Performance Display Public Relations Sponsorships Promotions Field Marketing/ Sales Support NORTH AMERICA

6. 2012 FAIRFIELD INN & SUITES CHANNEL/ ACCOUNTABILITY PROGRAM/ACTIVITY METRICS Digital, Print & Social Media • Develop additional creative to support a more fully integrated campaign. Consider adding print and OOH to the “Let’s Get it Done” campaign. • Fully leverage Facebook presence to support all program efforts. • Continue to leverage CFRST segment marketing efforts (Small Business, Leisure). • Leverage Marriott Rewards Connect application for social media and mobile • Leverage Marriott Rewards Insiders and explore developing Brand Loyalist community and/or FIS affinity group off of the Insiders community • Statistically significant lifts in break-through, branding and in key message communication, likeability and consideration via Dynamic Logic. • Customer engagement (measures TBD) via social media and other channels NORTH AMERICA