Overview
The Guestbook is the world’s first cashback hotel loyalty program that rewards members for booking direct at over 800 of the best independent and boutique brand hotels in major travel destinations around the globe.
The Guestbook company had never conducted a study on their market to determine their position among competitors, identify their members, and understand what offerings would be suitable as they move forward. Therefore, I designed and launched a comprehensive study.
NOTE
Please note that only a few parts of the projects (i.e., questions, findings, and recommendations) are shared to ensure compliance with The Guestbook NDA.
Team
Number of team members: 6
My role: Principal Researcher
Method and Analysis
Research Method: Quantitative
Research Design: Cross Sectional/Correlational Design
Data Collection:
Instrument: Survey (See Below)
Tool: Qualtrics
Main Study: 1058 Guestbook members (%95 confidence level and %3 confidence interval)
Data Analysis:
Descriptive and Inferential Statistical Analysis
Key Insights
The data is still being gathered.
Recommendations
Once the data is in and I analyze it, I will provide the recommendations.
Impact
In the ever-competitive landscape of digital products, understanding a company's equity and positioning is paramount to designing meaningful user experiences that resonate with its target audience. Equally important is member profiling, which enables a deeper understanding of user motivations, behaviors, and needs. By developing accurate and actionable personas, we can tailor features and messaging that enhance user engagement and satisfaction. Together, these insights serve as a foundation for strategic design decisions, ensuring the product not only meets user expectations but also strengthens the company's market positioning.
Sample Questions
Q1: On average, how many overnight trips do you take in a year? Please exclude day trips during which you don’t stay overnight.
☐ None ☐ 1-2 time ☐ 3-4 times ☐ 5-6 times ☐ 7 or more
Q2: For what purpose do you usually travel?
☐ Leisure ☐ Business
Q3: How did you first hear about the Guestbook?
☐ Hotel website ☐ Newspaper/magazine ☐ Family/Friends ☐ Instagram
☐ The Guestbook website ☐ Billboard ☐Google search ☐TikTok
☐ Local TV coverage ☐ Facebook ☐ YouTube ☐ Travel giveaways
Q4: Please choose and rank only the top 3 reward programs you use for booking hotels. Drag and drop the items with 1 being the highest rank and 3 being the lowest rank.
☐ Booking.com Genius Program
☐ Priceline VIP Program
☐ Agoda Cash and Agoda VIP Program
☐ Hilton Honors Program
☐ TripAdvisor Plus Program
☐ Kayak Explorer Program
☐ The Guestbook Cashback/Cash Forward Program
☐ Orbitz Rewards Program
☐Marriott Bonvoy Program
☐ Expedia One Key Program
☐ Wyndham Rewards Program
☐ Hotel Tonight Perk Program
☐ Lassie Rewards Program
☐ Stash Rewards Program
☐ IHG One Rewards Program
☐ Preferred Hotels and Resorts Prefer Membership Program
☐ Hotel.com One Key Program
☐ Travelocity Premium Membership Program
☐ Other (Please Specify) ---------------
Q5: Choose and rank the top 5 companies that you consider to be the competitors of the Guestbook. Drag and drop the items from the most similar (1) to the least similar (10).
☐ Booking.com
☐ Priceline
☐ Agoda
☐ TripAdvisor
☐ Kayak
☐ Orbitz
☐ Expedia
☐ Hotel Tonight
☐ Lassie
☐ Stash
☐ Preferred Hotels and Resorts
☐ Hotel.com
☐ Travelocity
☐ Trivago
☐ Other (Please Specify) ---------------
☐ Other (Please Specify) ---------------
☐ None ---------------
Q6: Compared to other reward/loyalty programs, how valuable do you perceive our reward loyalty offering?
☐ Less Valuable ☐ About Equal ☐ More Valuable
Q7: Which type of reward do you like to receive?
☐ Related rewards that are related to the initial purchase (e.g., air miles as a reward for frequent flying)
☐ Unrelated rewards that are unrelated to the initial purchase (e.g., a movie theater ticket as a reward for booking with a hotel)
Q8: What is the highest level of your education?
☐ High school ☐ Associate degree ☐ Undergraduate degree
☐ Master or Doctorate ☐ Other ☐ Prefer not to answer
Q9: Please Mark the box next to the range that applies to your total annual household income before taxes (In US$):
☐ Under 25,000 ☐ $25,000-$49,999 ☐ $50,000-$74,999
☐ $75,000-$99,999 ☐ $100,000-$149,999 ☐ 150,000 & over
☐ Prefer not to answer