Assessing the Benefits of Reward Programs – A Recommended Approach and Case Study from the Lodging Industry
Assessing the Benefits of Reward Programs – Two groups of independent hotels experienced an average 50-percent increase in annual revenue when customers joined their hotel loyalty programs, almost entirely due to an increase in patronage. These guests were already the hotels’ best customers, but the number of annual room-nights they purchased increased by an average of 50 percent after they joined the program.
On the other hand, ADR for the loyalty program guests increased modestly (1 percent for one hotel group and 5 percent for the other).
The analysis compared customer behavior of matched pairs of hotel guests, where one member of the pair had enrolled in the hotels’ loyalty program and the other had not. By identifying matched pairs of the guests before enrollment, the analysis could record the differential in behavior of guests after one member of the pair joined the loyalty program.
In addition to documenting measurable financial effects from the hotels’ reward program, the report demonstrates a logical way to evaluate program effectiveness with the paired customers approach.
As you can see from these results gained from assessing the benefits of reward programs that Hotel Loyalty Programs can create a dramatic increase in business.