One membership across hotels, workspaces, coffee and restaurants.

The context

Young is not a single brand. It is a venture group: hotels, coworking and office spaces, coffee, restaurants and hospitality concepts, each with its own team, its own system and its own idea of who the guest is. Someone could work in a Young workspace every day, drink Young coffee every morning and book a Young hotel room, and appear as three unrelated records.

The problem

The existing program had 8% enrollment and no preference data. Staff couldn't personalize at the desk, the bar or the front office because there was nothing to personalize with. The only mechanic was a points bank redeemed as a discount, which cost margin and returned no information.

Why enrollment was stuck

• Sign-up happened at payment, in the slowest possible moment of the interaction.
• The value proposition was a future discount, not something usable that day in another venue.
• Staff had no visibility of whether the guest in front of them was already a member.
• Hotel, workspace and F&B systems each held a separate record for the same person.

What we built

• Staff-assisted enrollment tablet flow that takes under 20 seconds, identical in every venue.
• Preference capture at every stay, booking, desk day and order, written to one profile.
• A tiered utility model that spends across ventures: room upgrades, meeting-room credit, coffee perks, priority tables, instead of a points bank.
• Venue-level enrollment reporting so each general manager owns the number.

The result

Enrollment moved from 8% to 63% in the first quarter after launch, and preference data now feeds every activation flow. Cross-venture behaviour that was previously invisible, such as a coworking member who never books a room, is now an addressable segment.

"For the first time the program pays for itself in data, not just in redemptions."– CRM Lead, Young