Benchmarking Multi-Channel Acquisition


A prominent hotel brand sought to understand its travel co-brand credit card acquisition practices relative to peers.


My team recognized that the client needed a multi-channel benchmark for co-brand card acquisition. To build a benchmark, I analyzed competing hotel and airline brands' abilities to cross-sell their co-brand credit card across 3 channels - online, phone, and on-property. Evaluating the purchase path, I assessed each channel's user experience, level of benefits clarity, and path to application to determine our client's performance gap relative to best-in-class standards. I found that their acquisition practices underperformed in all channels, and I delivered improvement opportunities that were implemented immediately.