Chris Nassetta
Analyst · JPMorgan
Yes. I mean, maybe give you a little bit more on Honors because I know we get a lot of questions on it, so I'll sort of give a broader response. Obviously, we gave you the numbers. The Honors membership was up 20% to 90 million. Some of them as, and we gave you, it's over 60%, up 170 bps. What we didn't say is that over the last 2 years, on Honors occupancy was up 400 basis points. We did, I did talk about how we've gone to having over 50% of our members engaged. By the way, if you go back, I don't know, 5 years ago, that number was probably 25%. We have a much smaller number. So I think if you do the math, we have probably 6 to 8x the number of engaged members in Honors as compared to 5 years ago. And I think the basic underpinnings of our strategy are, one, to make sure that we create the best value proposition, so that essentially, you have to be a member of Honors. You're crazy not to be. That means pricing. If you're an Honors member, you get the best price guarantee. Period. End of story. There is nowhere else to get a better price. That, the work that we're doing with our app, with our online, web direct and online presence that we're taking friction out of it, that we're making it a much better experience to dream, to book, the shop and ultimately, book. That, the digital tools in our app, particularly our Digital Key, straight-to-room, Connected Room, all of those things are only available to Honors members. And that those are powerful enough, in addition to these other things like pricing and other things to really be a draw for Honors. The other thing we've been in the last 2 or 3 years spending a lot of time on is both our highest-level members and our lowest-level members because we love all our members, and we want everyone engaged. And the reason we've been able to double our percentage of engaged members and get 6 to 8x the numbers is because we've been focusing on both. At the highest level, we're doing a, we've been doing a bunch of things. But some of the bigger things are more generous, elite earnings bonuses that our highest-level members love, unlimited milestone bonuses, elite rollover nights, the ability to gift elite status to a travel partner. There are about 20 other things, but those are some of the ones that come to mind, the things that just make it that much more compelling for those that already give us the largest share of their wallet to continue to stay with us. At the lowest level where people don't travel that much, our blue members are, and the first few levels, it's about creating value for them. And beyond just you get the best price, they get the best price, of course. But what are, if they're going to collect points they don't stay enough to trade them into nights, what do they do with them? How do you create value? So our points and money slider, which I believe we're the only one that really do in the industry, so you can use any number of points with a matching dollar amount and redeem for nights. Or shop with points or deal with Amazon where you can buy anything you want. Amazon Prime, you can use certain Honors points. Or points pooling where you can, without any additional charge, pool your points between members and use those points. Those are a few. Again, there are many more examples of things that we're doing to get our lowest-level members that maybe they're only low-level members potentially because they don't travel that much generally. But we love them, too, and we want them to be engaged with us. The other thing is the co-brand card. We've spent a lot of time and effort in figuring out how to source that a couple of years ago with AMEX, and we can get more into it. But it's been, the cards, the array of cards have been incredibly well received and driving real strong value proposition. If you look at our base cardholders, they have 2 times the stay activity that you would find in an average active member. And as you go up into the higher-level cards, it's 4 time the stay activity. And so those cards are helping drive loyalty and drive share. And then a whole bunch of things in Honors on the experiential side whether that's Live Nation, Formula 1 and a whole bunch of other things that we're looking at that will make, that are really cool ideas and things that more to come on where you give your Honors members a value proposition and ways to redeem those points that are for things that they can't otherwise get on their own. So in terms of your, you asked a question, and I didn't forget it, which is what level of occupancy. I'm looking at my team, of course, I tell them why. If it's the best deal and all these things, why it isn't 100% of our occupancy Honors? Because it's crazy that people don't join, but obviously, that's a bit of a pipe dream. But I think it can be well over 60%. I think, ultimately, over the next 5 years, my goal would be that we're in the 70% to 80% range because we create a story that is compelling enough, and we make sure that our, that broadly, our customers and others that might consider us understand that being a member of Honors is being, is joining an elite club that gives you a whole bunch of experiences and things and value that you can't get otherwise.