Starwood Vacation Ownership operates resort hotels and timeshares throughout the United States, Mexico and the Caribbean. The complexity of timeshare ownerships, coupled with numerous channels for rental inventory, required a fresh look at how revenue could be optimized.
Integrated Insight was engaged to develop scoring algorithms to segment Starwood owner and rental databases to optimize distribution of limited capacity. The project entailed developing a simplified method of looking at owner activity over time, and evaluating several factors such as time between purchases, type of units owned, number of weeks, resort location, time of year, etc. In addition, renters were profiled based on channel, length of stay, propensity to tour and/or buy, and other factors. The resulting segmentation and scoring provided the Starwood management team and sales force with a tool to help manage inventory to the best and highest use, thereby maximizing revenue.
In addition to inventory and revenue analysis, Integrated Insight also conducts the annual Starwood Owner Satisfaction research study. This annual study identifies opportunities for improvement and serves as the voice of the owner for new concepts under consideration.
Customer Experience & Employee Engagement, Revenue and Profit Optimization