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Graham Georgetown Hotel drives $7 revenue per user and a 6X return on investment while gaining valuable insights from its guests

Front entrance of The Graham Georgetown hotel with glass doors, brick walls, and potted plants.

This Washington DC hotel needed direct guest insights to boost revenue, and enhance guest experience. Traditional data collection methods are costly, have low response rates, and rely on third-party intermediaries that retain guest data.

Close-up of a hotel reception desk with a service bell, as a guest hands over a credit card to the staff.

Challenges

Data Ownership Issues
Guest data was controlled by third-party intermediaries, limiting direct insights.

Low Survey Response Rates
Prior survey attempts failed to engage guests effectively.

Costly & Fragmented Rewards Programs
Existing incentives were inefficient and expensive.

Lack of Direct Guest Engagement
No streamlined way to collect feedback or optimize marketing

Smiling woman holding a smartphone with a five-star review icon on the screen, representing positive consumer feedback.

Solution

The hotel launched BIGtoken to incentivize guests and locals. Guests scan a QR code, provide quick feedback, and receive an exclusive F&B incentive—all while keeping data in-house.

Building a Valuable Customer Database
Enabling segmented marketing, loyalty programs, and future campaigns.

Real-Time Feedback for Improved Service
Allowing the hotel to address guest concerns immediately, preventing negative online reviews.

Opportunities for Expansion
Continuously setting the stage for a Georgetown-wide rewards ecosystem.

Results

50% Acquisition Rate

Driving 6X ROI Including Incremental F&B Revenue

Continuously Adding Guests and Locals to their Database

A hotel receptionist hands a key card to a smiling woman standing at the front desk with a man.