Case Study: Leading Travel and Hospitality Service Company achieves more efficient prospect targeting with Equifax's Discretionary Spending Index (DSI)

Better Identify Consumers for Hospitality Offers Leverage Estimated Consumer Spending Capacity to Help Improve Prospecting

Equifax worked with leading travel and hospitality brands facing rising acquisition costs and stiff competition to find new prospects for upscale travel and timeshare offerings. Marketers could already identify higher-income households but struggled to tell which of those prospects actually had the discretionary funds to buy expensive packages or timeshares, making costly in-person tours and follow-up inefficient.

Equifax applied its Discretionary Spending Index (DSI) and Discretionary Spending Dollars (DS$) to score households (1–1,000) and identify a recommended spending threshold for likely buyers, then layered that score onto existing income and life-stage segments and web/phone inquirers. The result: a narrower, higher-quality target audience, better-qualified sales follow-up, lower acquisition costs, improved ROI on marketing spend, and the potential for incremental revenue from more efficient prospecting.