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Goal: Leverage global (untargeted) promotions and targeted (lifecycle) promotions to drive member engagement and retention, increase incremental revenue and prevent share shift
Strategy: Reposition promotions from historically appealing to only frequent stay guests to an approach that also appeals to guests with fewer stays
Results:
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Achieved record results with Win! Win! Win! Free Night + Unlock more promotion: 96% above PY
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18% increase YoY incremental revenue
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In two year span, drove over $500M incremental revenue with increased room nights from newly activated members
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