When seeking to increase customer loyalty and share of wallet, hotel chains should seriously harness the power of social media to differentiate their loyalty programs.
Brands have found that, rather than raise program reward thresholds - a 2013 tactic that created "mattress runners " and did little for guest loyalty - they should genuinely invest in their guests.
The study suggests "The reality of today"s loyalty landscape is that too many rewards, points or perk programs out there are still only as sophisticated as those early trading stamp programs."
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