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Customer Loyalty in a Hyper-Segmented Hotel Landscape

Agnes Pierre-Louis | May 9, 2019

By Agnes Pierre-Louis Travelers today have access to considerably more information than they did during the early days of loyalty programs and are more reliant on reviews and user-generated content (UGC) than on brand names alone when making hotel choices. Also, when it comes to rewards programs, travelers have increasing options, with a variety of point-earning opportunities such as credit cards with compensation schemes and online travel agencies (OTA) reward programs. In fact, consumers are usually members of multiple rewards systems and use them selectively. How then can hotel companies today expect to drive consumer loyalty and doe...

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