Case | HBS Case Collection | March 2006

Cabo San Viejo: Rewarding Loyalty

by Youngme E. Moon, Gail J. McGovern and Seth Schulman


In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a rewards program might be structured to help address those challenges.

Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California;


Moon, Youngme E., Gail J. McGovern, and Seth Schulman. "Cabo San Viejo: Rewarding Loyalty." Harvard Business School Case 506-060, March 2006.