La Quinta Signs Multi-Year Agreement for Permissions-Based Email Marketing Services

The Dallas-based La Quinta has signed a multi-year agreement with Epsilon to provide permission-based email marketing services. Epsilon is a subsidiary of Alliance Data Systems Corporation, a provider of loyalty and marketing solutions derived from transaction-rich data. In addition, La Quinta has also agreed to renew its existing agreement for Epsilon's ongoing support and management of La Quinta Returns, its frequent guest program.

An Epsilon client since 2002, La Quinta is one of the largest operators of mid-scale hotels in the United States, with over 80,000 rooms. La Quinta operates and provides franchise services to more than 790 hotels in the United States, Canada and Mexico under La Quinta Inn and La Quinta Inn & Suites brands. The La Quinta Returns program allows its members to earn points redeemable for future reservations at La Quinta hotels as well as airline miles or credits, gift cards and more.

The loyalty marketing database platform Epsilon provides supports La Quinta's frequent guest program, La Quinta Returns. This program is geared toward increasing repeat customers, increasing the number of La Quinta Returns program members and enhancing customer service to existing La Quinta Returns members. Epsilon's email marketing platform will enable La Quinta to create and deploy permission-based targeted emails leveraging customer data that is collected through the various customer touchpoints. In addition, La Quinta will leverage Epsilon's analytics services which help them better target customers, resulting in incremental stays. In addition, these services will help identify potential attrition risks and opportunities to better communicate to those individuals.

"Over the course of our relationship with Epsilon, we've experienced significant growth and return on our marketing investment. The addition of email marketing services represents the next phase in our growing partnership," says Mike Case, vice president of loyalty marketing at La Quinta. "As our network expands and we build our brand, Epsilon provides unique and relevant opportunities to connect with our customer base."