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Pattern Overview
There is a difference between someone who books hotel and spa together one time and someone who books spa along with their room reservation continually or is a regular guest. As such, we do not want to segment on just those that made a room and spa reservation, but rather those that have booked them together and have a loyal affinity that the brand has defined.
- Capture the order. This could be digitally or in-store, but it's important design trusted multi-channel experiences
- Update loyalty tiers and points based on defined programs
- Move data to Salesforce CDP (Loyalty, Contacts, Orders, etc)
- Segment on the specific hotel/spa reservations and high valued loyalty member.
Successful loyalty programs focus on increasing the value of the segmentation which enhances the customer experiences and increases your marketing ROI.
This is a Level 3 Marketing, Strategy, and Sales diagram according to the Salesforce diagram framework.
About the Contributor
Antonio Figueiredo joined Salesforce in 2015 and currently serves as Industry Senior Director, leading the Global Transportation, Travel, and Hospitality group.
He is a seasoned technologist with over 25 years of experience bringing digital transformation to customers from different industries around the world. Antonio has served as CTO and VP of Architecture for a number of technology companies bringing innovation, architecture solutions, thought leadership, and execution of complex business projects to global organizations.
He is a strategic and recognized technology and business leader, his efforts have been instrumental in driving innovations and transformational change, that produce significant and sustained outcomes.