 |
|
|
|
|
|
of People Playing the Loyalty Game: Swinger, Shepherd, Stasher, Snob, Sherlock and Slacker |
| ATLANTA - August 30, 2002 - Bombarded by promises
of free nights and free flights, the 74 million Americans playing in frequent
traveler programs reveal egos and attitudes as easily as reality TV scenarios.
The Stasher hoards her free travel points for a �rainy day.� The Swinger
plays both sides -- hotel points and airline miles -- for the total vacation
package. And, the Snob? He pines for special perks and privileges. Priority
Club® Rewards, one of the world�s largest hotel guest loyalty programs,
unveils a fun new way of �member profiling� -- Point Psychology -- which
ultimately helps people identify which loyalty program features are most
important to satisfy their personal preferences.
Point Psychology is a first-of-its-kind member study that has identified six distinct behavior patterns of people playing the loyalty game: Swinger, Shepherd, Stasher, Snob, Sherlock and Slacker. Priority Club reviewed thousands of members� patterns of point and mile collecting (earning) and redeeming, then categorized members according to what drives their practices and aspirations -- dreams, deals and even diva-expectations. Whether using airline, hotel, phone or retail frequency programs, players who understand their behavioral tendencies can choose travel programs that offer exactly what it takes for them to realize their rewards faster. Licensed Psychologist and author of 14 books on relationships, Dr. William G. Emener, Ph.D., echoes the findings of Priority Club. �Point Psychology reveals behavioral tendencies that surface not only in point collection, but in every day situations,� said Emener. �The inherent trigger that makes the Sherlock search six different stores for the best deal on a new suit, also prompts him to check the Web sites of each major hotel program for the best point promotion before his next trip.� Point Psychology Profiles
Swinger - You�ve got it figured
out; you�re quite savvy. You play both sides � points and miles � to the
best advantage. Nights, flights, gift certificates, DVD players� why buy
it when you can get it for free?
Shepherd - Miles are your
mania. You funnel everything � hotel, rental car, credit card miles � to
fuel your free flight fixation.
Stasher - You�re obsessed. You match
every point and mile on your statements against hotel receipts and boarding
passes. You�re piling up for that rainy day dream vacation.
Snob - You deserve recognition.
A room with a view, first class seats, you�re different from the common
�riff raff� traveler. Points? Miles? You pile and save merely as a necessity
to be treated like royalty.
Sherlock - You�re the shrewdest
game player. Seeking the best bonus, you want the biggest bang for your
buck. Spend a dime without earning points and miles? A waste of time.
Slacker - Points, schmoints; you
don�t see the excitement. Getting a free in-room movie for signing up makes
the program worth it.
Priority Club Rewards has more than 3,200 Six ContinentsSM Hotels worldwide from upscale Inter-Continental® and Crowne Plaza® to Holiday Inn®, Holiday Inn Express® and Staybridge Suites® by Holiday Inn®. |
|
Catherine Sanders Haskins [email protected] |
| Also See: | Independent Hotels Create a New Way to Boost Business, and Stand Out From Competition / October 2001 |