and expanding into the online environment
La Quinta Corporation, one of the largest operators of limited-service hotels in North America, operates and provides franchise services to more than 800 hotels in 45 states, Mexico and Canada under the La Quinta Inn® and La Quinta Inn & Suites® brands. La Quinta prides itself on customer service and consistently seeks feedback from customers on ways to improve services and amenities.
La Quinta implemented their frequent guest program, La Quinta Returns, in the 1970s and managed the program in-house. As membership grew at an unprecedented rate, La Quinta recognized the need to outsource the management of their database. Additionally, as hospitality loyalty programs became the norm, La Quinta realized it was time to expand the features of the program to stay competitive.
La Quinta chose Epsilon as their partner because of its extensive expertise in the hospitality and loyalty industries, along with the strength of their Strategic Consulting and Advanced Analytics group coupled with the technological strength of their Loyalty Solutions Database. Epsilon built a 6 million record segmented customer database that enabled La Quinta to increase stays at hotels. Using Epsilon Targeting data, La Quinta was able to deploy customer reactivation efforts, provide unique and customized offers to their tiered customer base and provide promotional offers for past guests with an incentive to return to the hotel chain.
Based on the success of the loyalty program, La Quinta expanded the program online, using Epsilon's email platform that deploys 15,000 emails per month on La Quinta's behalf.
Over a two-year timeframe, revenue for La Quinta Returns members increased by 32%, and La Quinta Returns member’s contribution to total brand revenue is up 40%. In addition to increasing revenue, La Quinta achieved internal cost savings by outsourcing their database management efforts to Epsilon.