Rachael Rothman, Robert Mandelbaum, and Christine Bang
Rachael Rothman, CFA, ISHC, is head of hotels research & data analytics, Robert Mandelbaum is research director, and Christine Bang is research manager for CBRE Hotels Research.
A Lens on Loyalty: Program Membership, Contribution, Liability, and Costs Continue to Grow
Strong loyalty programs help hotel brands lower customer acquisition costs, increase direct-to-consumer access, and offset occupancy shortfalls during shoulder periods and weaker economic conditions. After analyzing publicly available data from five large hotel companies,...