Case Study
Business Issue
The hotel loyalty marketplace is highly competitive, with guests often belonging to multiple programs and actively switching between them. Our client believed that improving Net Promoter Score (NPS) would increase hotel stay behavior. However, they experienced unexplained fluctuations in NPS that did not align with actual member behavior and were difficult to justify to leadership. Traditional satisfaction metrics failed to explain why members chose competing hotels or how to meaningfully increase share of wallet. The client needed a proven measurement approach that could identify the true drivers of stay behavior and guide smarter investment decisions.
Custom Approach
We partnered with the client to implement a quarterly MaxShare™ loyalty tracking study among program members. Unlike traditional satisfaction tracking, this approach directly measures loyalty behavior and competitive share of stays using the MaxShare™ solution, certified by the Wallet Allocation Rule®.
The study integrates multiple analytical components:
- Share of wallet measurement – tracking members’ hotel stays across the client and key competitors to establish true behavioral loyalty.
- Driver analysis – identifying which program attributes most strongly influence current share and future growth potential.
- Competitive benchmarking – ranking the client’s program against competitors to uncover strengths, weaknesses, and competitive threats.
- Tactical diagnostics (MaxServ™) – evaluating specific tactics proven to influence the key drivers of stay behavior and prioritizing actions for improvement.
Using this framework, we calculated each brand’s predicted share of wallet, or MaxShare™ score, representing its fair share of hotel stays. We quantified the impact of improving specific drivers and estimated the associated revenue upside, enabling the client to clearly see where investments would deliver measurable returns.
Growth Outcome
The MaxShare™ approach shifted the client’s understanding of loyalty from satisfaction to behavior:
- The client gained clear visibility into what truly drives members’ hotel stay decisions, not just what influences satisfaction.
- Leadership received defensible, revenue-linked insights to guide prioritization and resource allocation.
- The client identified competitive vulnerabilities and developed strategies to defend against share loss.
- Quarterly tracking enabled rapid response to market shifts and clear measurement of improvement impact over time.
By focusing on behavioral loyalty and competitive share, the client established a more effective, agile loyalty strategy—one that maximizes share of wallet and delivers sustained business growth.
Stronger loyalty measurement can unlock meaningful revenue growth. Contact us to learn how MaxShare™ can work for your business.
