Show simple item record

dc.contributor.authorVoorhees, Clay
dc.contributor.authorMcCall, Michael
dc.contributor.authorCarroll, Bill
dc.description.abstractTwo groups of independent hotels experienced an average 50-percent increase in annual revenue when customers joined their loyalty programs, almost entirely due to increased 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 behavior of guests after one member of the pair joined the loyalty program.
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher
dc.subjectloyalty programs
dc.subjectaverage daily rate (ADR)
dc.subjectcase study
dc.subjectrewards programs
dc.titleAssessing the Benefits of Reward Programs: A Recommended Approach and Case Study from the Lodging Industry
dc.description.legacydownloadsVorhees_202014_20Assessing_20the_20benefits.pdf: 4968 downloads, before Aug. 1, 2020.
dc.description.legacydownloads0-assessing_the_benefits_of_reward_programs_a_recommende.pdf: 170 downloads, before Aug. 1, 2020.
local.authorAffiliationMcCall, Michael: Cornell University
local.authorAffiliationCarroll, Bill: Cornell University

Files in this item


This item appears in the following Collection(s)

Show simple item record