The data

The study found that after guests enrolled in Stash, they returned to a hotel nearly 50% more often and spent nearly 50% more. The increase in visits among Stash members translated into incremental annual revenue of $781 per guest.

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What the experts say

Most hoteliers are convinced that loyalty programs are critically important, but there’s been little evidence of the value these programs deliver.  We now have that evidence. We observed significant changes in guest behavior that could be directly attributed to Stash.

Clay Voorhees, Professor of Marketing
Michigan State University

Case study

Learn how the staff at the 1,338-room Caribe Royale uses Stash to drive loyalty and repeat visits.


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We dug into the data and found that Stash Rewards clearly drives incremental revenue to our hotels.