A global multi-brand hotel company with a large loyalty program
The company introduced an accelerated loyalty status promotion, in which it offered select members accelerated tier advancement. While the hotel chain expected the offer to drive short-term stays, it was unsure of the long-term effects. The company turned to APT to help it measure the long-term impact of the program and inform which top response customers to target with wider distribution of the offer.
With insights from Test & Learn®, the company was able to identify the top 5% of customers to target for distribution of the accelerated loyalty offer - significantly improving the program's profitability, while maintaining the integrity of the typical path to loyalty status.