Expand Loyalty Benefits — and Revenue
- Evan Crawford, Corporate Director, Field Marketing, Benchmark Hospitality
- Chad Mackay, CEO, Fire & Vine Hospitality
- Moderator: Toby Malbec, Managing Director, ConStrata Consulting
This session explored how top brands leverage artificial intelligence to drive loyalty membership through innovative marketing and reward strategies. Case studies from the travel and hospitality sector demonstrated the value of first-party data for hyper-personalization and instant rewards.
Evan Crawford, Corp Director, Field Marketing at Benchmark, Pyramid Luxury & Lifestyle, asked, "How can we think about rewards differently to create a network of partners that's not just limited to a hotel experience? If we can really understand our customer more effectively, maybe we trigger a reward for them to grab dinner in their hometown, and we sent that reward because they might be loyal to our hotel thousands of miles away."