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Loyalty Programs for One-of-a-Kind Hotels

The New York Times, March 24, 2014 

It’s a decision many business travelers would rather not have to make: stick with the big, predictable hotel chain and accumulate reward points, or stay at the offbeat independent hotel but give up any rewards.  Now, independent hotels are finding a way around that decision by banding together to offer loyalty programs that reward repeat customers and attract new ones.

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Hotel News Now

What’s the point of points?

Hotel News Now, April 11, 2014 

Hoteliers now have substantiated proof of a loyalty program’s impact.

So what’s the point of points? Do they create value? Yes. Do they create loyalty? That’s more difficult to say. In my mind, loyalty is more about trust and connection with a company, product or organization. A points program can be the start of that relationship, but true loyalty comes from great guest experiences. 

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Hotel News Now

Trust the foundation of loyalty

Hotel News Now, April 11, 2014 

While they might lack the marketing muscle of their branded counterparts, independent hoteliers still can foster the kind of loyalty that keeps guests coming back year after year.  “When it comes to the independents, the most important influencer of guest loyalty is a memorable positive stay,” said Michele Sarkisian, president and CEO of P3 Advisors, a consultancy specializing in customer loyalty.  

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Skift

Stash Hotel Rewards Sees Opportunity for Independents in Loyalty Program Devalutations

Skift, March 26, 2014 

Getting independent hotels that compete against one another and have various agendas to cooperate in a loyalty program such as Stash Hotel Rewards has its built-in challenges. However, despite the myriad obstacles, there is a market need for such a program.

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New York Times

Loyalty Programs for One-of-a-Kind Hotels

The New York Times, March 24, 2014 

It’s a decision many business travelers would rather not have to make: stick with the big, predictable hotel chain and accumulate reward points, or stay at the offbeat independent hotel but give up any rewards.  Now, independent hotels are finding a way around that decision by banding together to offer loyalty programs that reward repeat customers and attract new ones.

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Colloquy

Independent Hotel Rewards Program Adds Three

Colloquy, March 20, 2014 

Three hotels in Pennsylvania are being welcomed into the nation’s largest points-based rewards program. Bear Creek Mountain Resort, The Priory Hotel and Shadyside Inn All Suites Hotel are the latest additions to the stable of Stash Hotel Rewards. The trio of properties expands the Stash Rewards footprint to nearly 200 partner hotels across the United States.

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Hotel News Now

Independents work to attract group business

Hotel News Now, February 14, 2014

One thing that has helped The Caribe Royale stand out with meeting planners is a partnership with Stash Hotel Rewards.  Stash “has been a huge positive for us.  We’re not just offering points to a Courtyard or Marriott. There’s some amazing hotels. Our team has been really behind the program and they use it a lot to close business,” said Elyse Cottle, Director of Promotions, Caribe Royale.

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Hotel News Now

Solving the loyalty dilemma for independents

Hotel News Now, February 14, 2014

There are alternatives for operators of independent hotels to tap into the frequency game. Stash Hotel Rewards and other services mimic the programs offered as a matter of course by the big global hotel brand companies. A study published in the Cornell Hospitality Report showed that after joining Stash, hotel guests increased the number of nights they stayed at member hotels and increased their spend by 45% to 57%.

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Hotel News Now

Independent hotels are ripe for revolution

Hotel News Now, February 14, 2014

For the same reason more people are choosing to buy their vegetables at a farmers markets instead of the supermarket, travelers are starting to choose a hotel based on the true, local cultural experience that independent hotels offer. Fiercely independent hoteliers should no longer feel forced into the hands of a chain brand. Now is the time for them to embrace their independence.

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Overnight Success

How Your Hotel Can Use Rewards to Increase Wedding Bookings

Overnight Success, February 13, 2014 

Jason Kern, the director of sales and marketing at The Shores Resort and Spa in Daytona Beach, says offering rewards points and special anniversary packages has helped him close more weddings annually since adopting the program. He expects an increase of about 12 percent in wedding business in 2014.  “I’m anticipating about 80 weddings this year, and we’ll probably pick up an extra eight to 10 weddings using the rewards program,” he says. “At $20,000 to $25,000 a pop, that adds up pretty quickly.”

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Hotel News Now

Kent State University Hotel Joins Stash Rewards

Boutique Hotel News, February 12, 2014

The new affiliation marks the 80th independent, college-town hotel to join the program and reward families and alumni for their travel back to campus. "Our Kent State alumni community will appreciate the opportunity to earn points for their frequent trips back to campus—and it will keep our property top-of-mind each and every time they visit," said Kent State Hotel General Manager Mike Riccio.

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Hotel Business

Stash Hotel Rewards expands its national footprint  

Hotel Business, January 15, 2014

Stash currently has more partner hotels than some of the large chain programs in select markets. For example, in New York City, there are 13 Stash partner hotels but only eight Hyatt-branded hotels. With more independent hotels partnering with Stash Hotel Rewards, the company plans to expand its foothold with boutique hotels located in new states, exposing the program to new territories.

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Tnooz

Extensive Cornell analysis shows real impact of hotel loyalty program

Tnooz, January 28, 2014

Cornell’s School of Hotel Administration has released a compelling study measuring the direct impact of the Stash Rewards loyalty program on hotels, one of the first detailed studies showing how a loyalty program affects actual loyalty.  For independent hotels, these sorts of numbers are eye-opening – and can provide a solid backup for any revenue managers seeking to convince upper management of the ultimate profitability of the program.

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Lodging

Independent Hotel Loyalty Program Makes Big Revenue Difference

Lodging, January 23, 2014

A study published in the Cornell Hospitality Report found that after guests enrolled in Stash, they returned to a hotel nearly 50 percent more often and increased their annual spend by a similar amount. That shift translated into incremental annual per guest revenue of $405 – $780.

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Hotel Mangement

Cornell Study shows benefits of indy hotel loyalty program

Hotel Management, January 23, 2014

“Most hoteliers are convinced that loyalty programs are critically important, but there’s been little evidence of the value these programs deliver,” said Clay Voorhees, Professor of Marketing at Michigan State University, one the paper’s authors. “We now have that evidence. We observed significant changes in guest behavior that could be directly attributed to Stash.”

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Loyalty 360

Study Shows Stash Hotel Rewards Customers Increase Spend by Nearly 50%: Q&A with CEO Jeff Low

Loyalty 360, January 29, 2014

The impact of the program is actually much greater than what we had hoped for. And I think it underscores just how important points and other forms of recognition are to travelers.  The 50% shift is the result of travelers choosing not to stay at a chain hotel. Because they can now walk past the generic Courtyard or the Hilton Garden Inn to the great independent hotel – knowing that they’ll also earn points. 

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