In the age of the customer, the relationships hotels have with guests are the greatest source of competitive differentiation, yet many hoteliers are not maximizing that relationship.
InterContinental Hotels Group officials have announced plans to team with Uber, allowing travelers to accumulate IHG Rewards Club points for Uber rides.
For now Marriott Rewards and SPG remain two separate loyalty programs. Eventually combining them will be one of the deal’s biggest challenges—and opportunities.
The study concludes that Marriott’s loyalty program has the best value in terms of its “reward payback,” or ratio between cost of a reward night in points and its relative cost in dollars.
OTAs, such as Expedia and Priceline, have entered the loyalty space in the last few years to retain customers, encourage repeat bookings and maintain market share.
A recent COLLOQUY revealed that more than one-third of millennials consider "fun" to be the word that best describes their participation in a customer reward program.
Like many of its competitors, Marriott spent the last several years devaluing its loyalty program and effectively limiting the volume of free nights available to rewards members.
Wyndham Hotel Group, the world’s largest hotel company, today announced the global launch of its groundbreaking new loyalty program, Wyndham Rewards®.
Millennials represent the most lucrative market for hoteliers, so how to get millennials to join your hotel loyalty program?
With a single redemption rate of just 15,000 points and a guaranteed 1,000 points per stay, members can now earn free nights faster at more than 7,500 Wyndham Rewards properties.
According to PhoCusWright’s “Social media in travel: Mayhem, myths, mobile and money” study, almost 50% of hotel brands have a booking application on their company Facebook page.
Hotel loyalty programs should be consigned to the history books – your guest has moved on so too should your efforts to convince them to come back.
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.
Hotel-company presidents tell NYU Investment Conference attendees emotional attachment and loyalty are essential elements in the success of brands.
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.
Loyalty programs must evolve with changing guest preferences or risk becoming irrelevant drivers of demand, sources said.
According to the latest TravelClick data, loyalty program members account for nearly 80% of all room nights booked through a hotel's website (Brand.com). This accentuates the value of this customer segment, given a loyalty guest's propensity to book through the hotel's lowest cost distribution channel.
The data is sobering for travel suppliers, many of whom pride themselves on customer service, attention to detail, and customer relationships.
There has been a steep decline in consumer loyalty to travel brands, with only 8% of respondents to a new survey by Deloitte indicating they always stay at the same brand of hotel, and just 14% saying they always fly on the same airline.
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."
As we"ll see, the social web presents us with an ideal platform to conduct activities that address all the core elements of building loyalty: creating positive first impressions, delivering extraordinary service, and cultivating relationships over time.
Marketers are at a very critical juncture. According to Loyalty 360-The Loyalty Marketer"s Association, customer loyalty, versus acquisition, is critical for driving sustainable growth. Yet, businesses report that retaining and engaging customers remains one of their greatest challenges.
In today"s world of hospitality, loyalty matters. Focus more intently on the sentiments, the desires, the emotions of guests that will drive that loyalty, better reviews, repeat guests , referrals, and in turn profitability.
Independent hotels boast that they offer a one-of-a-kind experience. The linchpin counter for the big chain hotels has always been their tried-and-true loyalty programs, leveraging their scalability to keep customers faithful.
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