Kalibri-酒店直接预订营销：忠诚度的成本和收益研究报告（英文）-2017-32页-3mb

Book Direct Campaigns: The Costs & Benefits of Loyalty Summary

Core Content

This report by Cindy Estis Green and Mark Mazzocco from Kalibri Labs evaluates the impact of Book Direct loyalty campaigns launched by hotel brands in 2016. The goal of these campaigns was to shift consumer bookings from third-party OTAs to direct channels like Brand.com, primarily through loyalty program membership incentives. The analysis is based on data from over 12,000 U.S. hotels, covering 52 million transactions from May to December 2016, and compares results to the same period in 2015.

Key Takeaways

• Consumer Behavior Shift: There was clear evidence of faster growth in Brand.com bookings compared to OTA channels, both in terms of revenue and room nights.
• Net ADR Advantage: Brand.com loyalty member rates had a 8.6% higher Net ADR than OTA rates, after accounting for all direct transaction costs.
• Net Positive Revenue Outcomes: The actual results showed a net positive revenue outcome for most hotels, with the median Net Revenue benefit ranging between $9,000 to $33,000 per hotel.
• Loyalty as a Driver of Demand: Loyalty members contributed 40-60% of room nights in upper midscale, upscale, and upper upscale segments. The growth in loyalty contribution was 30-40% in 2016 compared to the previous year.

Study Overview

The study analyzed May-December 2016 data, focusing on Transient Retail business. It included rate codes such as "Retail Plus", which encompassed various types of direct and loyalty-based bookings. The analysis was split into two main components:

1. Transactional Analysis: Examined the immediate costs and benefits of the Book Direct programs.
2. Lifetime Value Analysis: Assessed the long-term value of loyalty members and the potential for recurring guests to offset initial costs.

Transactional Analysis

• Room Night and Revenue Growth: The 12,000 hotels in the study saw a 7.8% increase in room nights and 9.3% increase in Net Revenue from May to December 2016 compared to 2015.
• Net Revenue Comparison: Brand.com had a 13.2% improvement in COPE revenue compared to OTA's 12.1% and GDS's 9.6%.
• Stress Test: A linear regression model was used to compare actual performance to a "business as usual" forecast. The results showed that Brand.com demand share was 2-3 points higher than forecast, while OTA fell 0-2 points below forecast.
• Trade Down Impact: 14-17% of Brand.com room nights had lower revenue than forecasted, likely due to rate trade-downs, but this was offset by a 28-30% shift from OTA, resulting in a net positive revenue outcome for most hotels.

Lifetime Value Analysis

• Repeat Usage and Engagement: Loyalty members are more likely to return and spend more, and they are key users of mobile apps and brand websites.
• Long-Term Benefits: The study suggests that a 35-70% increase in loyalty members could compensate for the trade-down in Brand.com due to member rate discounts.
• Strategic Value: Loyalty programs offer more than just discounts; they enable personalized guest experiences, better alignment of guest needs with hotel offerings, and referral opportunities.
• Cost Efficiency: The ROI for direct loyalty bookings was 3 times higher than OTA, with $12.50B in net revenue generated for every $1 of investment.

Main Objectives of Book Direct Campaigns

1. Shift Consumer Behavior: Encourage bookings through Brand.com rather than OTAs.
2. Grow Loyalty Membership: Increase the number of loyalty members to drive future bookings.
3. Reduce Acquisition Costs: By increasing direct bookings, hotels can reduce reliance on costly OTA channels.
4. Convey Best Value Message: Position Brand.com as the most cost-effective option for consumers.

Conclusion

The study confirms that the Book Direct campaigns were successful in shifting demand toward direct channels, with 80-85% of hotels experiencing a net positive revenue outcome. However, the long-term success of these programs depends on the sustainability of loyalty engagement, which is more valuable than short-term discounting. The report highlights the importance of optimizing loyalty programs to ensure a deeper and more engaged base of members, which can lead to lower acquisition costs and enhanced guest experiences.