Case Study: Global Multi-Brand Hotel Company achieves 51.5% room revenue lift and nearly $70M annual value with Applied Predictive Technologies' Test & Learn®

Global Multi-Brand Hotel Company - Customer Case Study

A global, multi-brand hotel company ran an accelerated loyalty promotion—offer select members fast-tracked to higher status if they completed three stays in a 90-day window—but needed to know whether the offer produced sustained incremental business or merely pulled forward stays. The hotel also wanted to limit distribution (to the top 5% of mid-tier members) because of the cost and dilution risk, but lacked confidence in identifying which customers would respond best.

Using APT’s Test & Learn® software the company ran a controlled in-market experiment comparing test and matched control customers. The offer drove a 51.5% lift in room revenue per customer (99.9% significance), with a 61.3% lift during the promo; most lift came from incremental stays (primarily weekday), and bookings shifted to direct channels (Web +75%, Mobile +69%, OTA -4%). By targeting the top 5% of predicted responders instead of a full rollout, the hotel increased the program’s value by nearly $70M annually.