La Quinta, a midlevel hotel chain with more than 350 properties nationwide, was looking to generate excitement and revenue around its frequent guest program, La Quinta Returns. La Quinta asked First Marketing, its agency for all loyalty program communication, to implement a seasonal promotion.
1. Drive enrollment into the La Quinta Returns program.
2. Retain new members beyond the promotional period.
3. Increase number of stays of current members.
Create a direct mail campaign and supporting materials, such as in-hotel signage, to promote the La Quinta Returns program and increase stays.

The first phase, called “Stay 3 Times, Get a Night Free,” gave guests the opportunity to earn a free night at any La Quinta property by staying three times during the promotional period.

Phase 2 of the campaign, “Double Points, Double Fun,” encouraged members who took advantage of the first promotion to return to a La Quinta and earn double points for the stay.
Phase 1 of the campaign, “Stay 3 Times, Get a Night Free,” generated 344,163 new members. Of those, 61,649 stayed at a La Quinta at least three times. This resulted in $34 million in incremental revenue.

Phase 2 of the campaign, “Double Points, Double Fun,” enjoyed a 15 percent response rate and $2.7 million in revenue.