Case: Assisted a leading hotel group in Italy to identify target customers for a co-brand card launch with a leading

bank
Data Used
Objective In order to launch a co-brand card with a leading bank, the hotel group wants to identify target segments.
HHonors Data
1
Hilton HHonors members - Italy Transactions of Italy Card holders in T&E merchant categories
HHonors Membership ID

Visanet Data

2
Italy members stay information

Analysis
Profiling of an international traveler Secondary spend analysis

3
Italy members - tier information

Solution :
Categorize customers according to their hotel stays Profile each of the segments in terms of card holding pattern, spend distribution, Analyze merchant preferences of these segments to identify potential channel partners Identification of incremental opportunity from target customers existing and new customers
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Steps involved in identifying the target segment of customers

Categorizing customers
Customers were categorized according to the number of their hotel stays into Frequent, Medium and Occasional travelers. Behavioral profile of a traveler was identified for each of these segments

Existing customers profiling

Profile of a typical Hilton customer was identified in terms of spend in the T&E categories, channels used, region-wise spend

Secondary spend analysis

Spend patterns of Hilton customers were analysed across different merchant groups Top merchants of each category were identified for different segments of the customers

Market share analysis

Market share of Hilton with respect to its peer group and other hotels was studied

Loyalty analysis
Top merchants in terms of more number of repeat customers were identified

Seasonality trend and migration

The migration tendency was analysed for Hilton customers quarterly

Quantification of opportunity
Measuring the incremental revenue from migration of customers from other hotels to Hilton and the existing Hilton customers
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