A leading travel company offered advanced premium loyalty status to a subset of its loyalty members and leveraged Test & Learn® to measure the impact on those guests' long-term spend with the brand.

The Company

A global multi-brand hotel company with a large loyalty program

The Challenge

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. 

The Results

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.

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