Customer Retention & Loyalty Program

I developed a loyalty program to encourage guests to return to their favorite hotel property, play their favorite games, and book repeat hotel, restaurant, and activities. The program was a 4-step process which began with guests signing up for a loyalty card. Loyalty cards are used on property and track the guests' experience, location, and spending habits, and average daily worth.

This program triggered a series of automated emails which dripped content to guests during their first month of visitation. Content is dynamic, based on customer gaming amounts and hotel preferences, and offers discounts and promotions to encourage repeat visits. In addition, based on customer value and recency of spend, specific marketing messages were called out to increase potential to spend. Specifically, guests with good credit history, but lower daily spend at the property are offered an opportunity to upgrade to a higher loyalty tier by signing up for a co-branded company credit card.

Key success metrics include:

1. Improved retention rate and drop-off - 65%, 57%, 43%, 37%, 33%

2. Increased click-to-open rate: +25% Y-o-Y

3. Increased co-branded credit card sign ups: +7%