Points drive business. Not giving points has been a drawback for independent hotels. We can now compete head to head.
Coastal Hotels is a hospitality management company specializing in distinctive luxury boutique hotels, destination resorts, inns, and lodges. Three Coastal properties offer Stash Hotel Rewards to guests: the quintessentially northwest Cedarbrook Lodge in Seattle, WA; an idyllic destination retreat The Resort at The Mountain in Welches (Mt. Hood), OR; and the historic landmark boutique Lodge on the Desert in Tucson, AZ.
Although Coastal Hotel properties are ideally suited for group business in terms of location, customer service, and the overall guest experience, the sales team realized that the chain hotels would always have a competitive advantage as they were able to award points to meeting planners. To compete in the group market, Coastal needed to quickly leverage the Stash program to their advantage.
Sales managers at Coastal created the "Points for Planners" program, a structured plan that rewards planners with 3 Stash points for every eligible dollar spent on room rental, F&B and A/V. After training the sales team how to effectively use Stash points to close negotiations, Coastal promoted the new offering through myriad of channels including the website, dedicated email blasts and marketing collateral.
Over a 2-year period of offering the "Points to Planners" program, the three participating Coastal Hotel properties collectively secured 50 group bookings, generating $500,000 in revenue at a point cost of just $4,250.