Investor Presentaiton
Branding Benefits - The Role of Branding in Loyalty
ā
Brands have higher rates of customer loyalty and engagement
80% of frequent business travelers use loyalty programs as part of their
booking decision
Loyalty program members have been shown to spend 62% more room
nights with their preferred chain than non-members and spend 3.10x the
amount of non-members annually, on average
Top-tier guests have been shown to spend on average $16,800 a year at
their preferred chain vs. $470 annually for non-member guests, and $860
for entry-tier guests
Loyalty program members can contribute upwards of 60% of occupancy
on average on any given night and an even higher percentage of
revenues as tiered guests spend more
Limited overlap in highest tier loyalty members
PLAYA
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HOTELS & RESORTS"
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Source: Deloitte, Winning the Race for Guest Loyalty, 2014: Jennings, S. & Giorgio, P.
Hyatt Hotels 2016 analyst day slide deck
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