Guwahati Pilot: July 2025 – January 2026
Prepared by BookingWhizz | January 2026
Piloted at Mayfair Spring Valley, Guwahati — a group-heavy property, making it a demanding stress-test for loyalty.
Loyalty drove 64.5% of direct revenue.
| Module | Description | Status |
|---|---|---|
| Loyalty Program Engine | Mayfair Moments membership with tiered rewards (Green, Silver, Gold) | Live |
| Points & Cashback | 15–30 points per ₹100 spent; 2.25%–10.8% cashback by tier | Live |
| Booking Engine | Direct booking with loyalty pricing and member recognition | Live |
| CRM Automation | Pre-arrival, in-stay, and post-stay automated guest communication | Live |
| Cart Recovery | WhatsApp + email follow-ups for abandoned bookings | Live |
| WhatsApp Engagement | Real-time guest communication channel across the stay lifecycle | Live |
| Guest Data Capture | Structured collection of profiles and preferences at check-in | Live |
| Metric | Value |
|---|---|
| Total Direct Revenue | ₹9,28,577 |
| Completed Bookings | 51 |
| Avg. Booking Value | ₹18,207 |
| From Loyalty Members | 35 bookings (₹5,98,815) |
| Loyalty % of Direct | 64.5% |
| Metric | Value |
|---|---|
| Abandoned Carts | 186 |
| Recovered | 50 |
| Recovery Rate | 27% |
| Revenue Recovered | ₹6,63,838 |
| Industry Benchmark | 10–15% |
| Area | Evidence |
|---|---|
| Loyalty drives direct revenue | 64.5% of all direct revenue came from loyalty members (industry benchmark: 40% loyalty penetration on direct bookings) |
| Cart recovery outperforms industry | 27% recovery rate vs. industry benchmark of 10–15% |
| WhatsApp engagement | High open rates; guests engage with booking confirmations and offers |
| Guest journey automation | Pre/in/post-stay flows reduced manual work for front desk |
| Guest reciprocation | Guests welcomed the program — willingly signed up, engaged with tiers and benefits |
| Front desk adoption | Staff actively enrolled guests, contributing to 5,000+ signups from one property |
| Problem | Reason | Solution |
|---|---|---|
| Data Capture Gaps | Heavy group hotel — group guests are harder to capture individually | Frontline staff to systematically capture data and enroll guests as loyalty members |
| High Cart Abandonment | Credit card payment gateway friction and Staah booking engine limitations | Strategic loyalty-discounted rates; optionally consider BookingWhizz booking engine as an alternative |
| Low Redemption of Benefits | Low repeat guests at one property; not gaining points at other properties | Offer multi-property access — earn and redeem across all 19 Mayfair properties |
| Marketing Push | No strategic discussions or dedicated ownership from the hotel side | Fractional role across Sales, Revenue, Marketing, Operations & BookingWhizz — one monthly coordination call sufficient to align campaigns and own results |
| Tier | Points / ₹100 | Cashback |
|---|---|---|
| Green Card (Entry) | 15 | 2.25% |
| Silver Card | 20 | 5.4% |
| Gold Card | 30 | 10.8% |
| Channel | Points Earned |
|---|---|
| Brand Website | 100% |
| Elixir / CRS | 80% |
| Sales Offices / Walk-in | 60% |
Black Card — Dedicated concierge, guaranteed upgrades, exclusive experiences. For high-value guests across the portfolio.
Booker Loyalty — Points for travel agents on every confirmed booking. Personal rewards incentivise agents to route bookings to Mayfair. Addresses significant demand from the trade.
| Channel | Members | Share |
|---|---|---|
| Room Guest Enrollment | 160,000 | 32% |
| Historical Guest Data | 168,000 | 33% |
| F&B / Non-Resident Visitors | 50,000 | 10% |
| Digital Campaigns | 50,000 | 10% |
| Referral & Partners | 75,000 | 15% |
| Total | 503,000 |
30 signups/day per property (24% capture rate) • 2M+ historical records at 8% conversion • Guwahati did 5,000+ in 7 months — proves the rate
Monthly enrollment: 1,500–2,500 per property • Active member rate: 30%+ within 90 days • Direct booking share from members: 12% by month 6
The hotel that owns its guest data controls its revenue.
Sources: Skift, OysterLink, Accor Press, ProStay (2025–2026)
Every interaction — from first booking to fifth anniversary as a member — is an opportunity to deepen the relationship. The right message, at the right time, through the right channel.
| Role | Responsibility |
|---|---|
| Revenue Head | Pricing strategy, loyalty rate positioning |
| Operations Head | Front desk execution, guest enrollment |
| Sales Head | Corporate & agent loyalty integration |
| Marketing Head | Campaign planning, seasonal promotions |
| Area | Scope |
|---|---|
| Technology | Loyalty platform, booking engine, CRM |
| CRM & Automation | Guest journeys, cart recovery, messaging |
| Campaign Execution | Festival campaigns, re-engagement flows |
| Account Management | Continuous account & success management |
| Training | Staff onboarding and ongoing training |
| Reporting | Dashboards, enrollment tracking, attribution |
Monthly cross-functional call: Mayfair + BookingWhizz joint review of enrollment, campaigns, revenue, and improvement areas. Quarterly board summary.
The Guwahati pilot served as both a stress test and a technology validation. The platform is proven and ready for all 19 properties.
| Item | Status |
|---|---|
| Platform & technology | Tested & ready |
| CRM & automation flows | Tested & ready |
| WhatsApp integration | Tested & ready |
| Booking engine | Tested & ready |
| Staff training model | Proven at Guwahati |
No phased rollout needed — the system is ready for full deployment across all properties.
| Metric | Value |
|---|---|
| Target per property per month | ₹5 Lakhs loyalty business share |
| 19 properties × 12 months | ₹11.4 Cr |
| Source | Value |
|---|---|
| Loyalty-driven direct bookings | ₹6.5 Cr |
| Upsell & cross-sell | ₹1.5 Cr |
| Cart recovery at scale | ₹1.5 Cr |
| OTA commission savings | ₹1.9 Cr |
| Total Incremental | ₹11.4 Cr |
Decision 1
Approve chain-wide rollout
across all 19 properties — the platform is stress-tested and ready
Decision 2
Monthly cross-functional calls
Revenue, Ops, Sales, and Marketing heads with BookingWhizz
Decision 3
Joint campaign ownership
Festival campaigns, re-engagement drives, and digital acquisition driven collaboratively
Decision 4
Initiate guest data extraction
2M+ historical records from all 19 properties to fuel enrollment campaigns
Decision 5
Endorse the 500,000-member target by December 2026 as a chain-wide KPI with monthly tracking
"Loyalty is no longer a marketing tool —
it is a revenue control system."
The question is not whether loyalty programs work. Marriott, Accor, and Hilton have answered that.
The question is whether Mayfair will own its guest relationships — or continue renting them from OTAs.