Embassy Suites, a hotel chain in the Hilton Worldwide
family, tested a customer-loyalty marketing campaign with 10 different communications methods, including direct mail, e-mail, and an e-mail that asked its most loyal guests to play a game. The game drew the best response, with almost half of 5,000 targeted customers opening the e-mail, says Christian Kuhn, director of brand marketing for Embassy Suites. Game players went on to spend an additional $200,000 with the hotel, he says.
Hilton Hospitality, Inc.