Creating Brand Loyalty from Scratch
What if you ran one the largest, most successful, loyalty programs in the hospitality industry, but many of your most loyal customers were approaching the time in their lives when they would cut back on their travel? You’d probably brainstorm: who’s next?
This well-established hospitality group based in DC knew the answer was Millennials – a generation with a thirst for travel, enormous spending power, and limited brand loyalty. Capturing this audience would require agility and a tech savvy approach to new product development – as well as the need to establish brand awareness and acceptance with a new set of customers. But what innovative strategies would generate real engagement? And what offers, at what level, would spur action?
That’s where Excella came in: the hospitality giant hired us to help implement several pilot programs focused on using mobile technology to revolutionize the way the next generation traveler earns, redeems, and engages with hotel loyalty programs.