The YGS Group

Success Stories

The Greenbrier

Loyalty Rewards Program

THE STRATEGY
The Greenbrier Hotel & Resort was seeking an evaluation of ways to increase guest visits, their length of stay, and spending habits among returning guests. YGS determined a multi-tiered guest loyalty program could deliver the results The Greenbrier was looking to achieve.

THE EXECUTION
YGS Marketing Services conducted industry research and thoroughly analyzed Greenbrier’s guests’ habits and trends to determine the strategic components of the rewards program.

Program components included:

  • Program tiers and rules
  • Campaign marketing plan with assigned outreaches and follow-ups
  • Program branding with design and messaging

YGS also utilized our in-house offset and digital print and mail services to produce all campaign materials, including the fulfillment of new member welcome kits.

THE RESULTS
An onsite "preview" announcement of the program during the hotel’s annual golf tournament in July returned more than 1,500 responses from guests who expressed interest in joining the program. Those 1,500 respondents were then rolled into the rewards program, which launched the following spring. New members continue to join the rewards program, and the branding developed by YGS is being executed across the hotel’s various program announcements and promotions.