A study released this month in the Cornell Hospitality Report identifies a substantial increase in spend and stay frequency after a guest enrolls in Stash Hotel Rewards, the nation’s largest points-based loyalty program for independent hotels.
The researchers found that after guests enrolled in Stash, they returned to a hotel nearly 50% more often and increased their annual spend by a similar amount. That shift translated into incremental annual per guest revenue of $405−$780.
The study, “Assessing....