Carlson New Year Thank You Campaign

Carlson Hotels has a vast global network of hotels and several hundred thousand members of their customer loyalty programme. Carlson needed to re-engage it’s loyalty club members at the end of the year to retain those customers and minimise customer churn into the new year.

Owing to it’s loyalty programme, Carlson Hotels has a plethora of data on each of it’s members which includes the locations and dates of each hotel booking.

A personalised e-mail was sent to each member of the programme which let members know how much they appreciated their loyalty and rekindled cherished memories of the trips members had made over the year by pulling together a bespoke collage of photos and statuses posted through the member’s Facebook page from their hotel stays.

This was complemented by a trip planner tool that inspired members to redeem their loyalty points on an exciting trip.

The Results: An uplift of over 200 hotel bookings was recorded, along with an 11.4% click through rate. The campaign won the best use of communications in a loyalty campaign and the best use of data in a loyalty campaign at the Loyalty Awards, 2015.