The four numbers that tell you a guest club is working

Enrolment is the easiest number to grow and the least informative. A club with four thousand members and no repeat behaviour is a mailing list.

Watch repeat guest rate first: the share of stays that came from someone who had stayed before. It should move slowly and consistently upward.

Second, member share of room revenue. This tells you whether your best guests are in the programme, which is more important than how many people joined.

Third, direct share of member stays compared with non-member stays. If members book direct more often, the programme is doing its commercial job.

Fourth, value per member over time. If it flattens, your rewards are being redeemed but not earned back, which is a pricing problem, not a marketing one.