brand loyalty
Humanizing Hotel Brands During COVID-19 Could Encourage Tourists to Return
July 23, 2020
Hotels should build an emotional attachment with tourists when communicating during crises such as the COVID-19 pandemic if they are to encourage them to return, according to new research. The study finds that crisis communication emphasizing shared emotional responses to risks enables tourists to humanize the hotel, which can subsequently create an emotional attachment. This attachment can then increase tourists’ intentions to visit once the crisis ends, which is crucial if the industry is to recover. Researchers from the Universities of East Anglia (UEA), Bath and West of England say their findings challenge the approach that domina...
HVS: Emerging Hotel Brands
Brittany Hart | June 23, 2020
By Brittany Hart As COVID-19 was declared a global pandemic by the World Health Organization (WHO) on March 11, the hospitality industry began to experience sharp declines in lodging demand given the cancellation of events and the travel restrictions set by the government, which contributed to the drop in all performance metrics. For example, RevPAR for U.S. hotels was down 65% for the week of May 31 through June 6, compared to the same week in 2019. Nevertheless, franchisees continue to search for brand-growth opportunities. Several new brands, ranging from economy to upscale products across all service levels, are being created to occupy...
Hilton Launches Lifestyle Brand Tempo by Hilton
Hilton | January 16, 2020
Tempo by Hilton launches with 30 hotels under development and 30 more pending deals MCLEAN, Va. - Hilton (NYSE: HLT) today launches Tempo by Hilton, an approachable lifestyle brand curated to serve a growing segment of “modern achievers” who seek a hotel experience that reflects their ambition. By combining thoughtful design and diverse lifestyle partnerships, Tempo by Hilton provides hotel owners and developers with a highly scalable brand that is both uplifting and within reach for future guests – all powered by an efficient service model. “For more than 100 years, Hilton has pioneered the hospitality industry as we know it,...
Hotel Brands: Who Owns What?
Jennifer Luo | November 25, 2019
Hilton, The Ritz-Carlton, Marriott, Wyndham, Hyatt, and so many more - discover the names behind the hotel brands. By Jennifer Luo #1. Marriott International Inc. Brands Marriott International - Overview Properties: 6,906 Rooms: 1.32 million Number of Countries: 130 Revenue 2018: $20.8 Billion Four categories of hotel brands make up Marriott's portfolio: Luxury: Bespoke and superb amenities and services Edition, The Ritz-Carlton, JW Marriott, The Luxury Collection, W Hotels Worldwide, St Regis Hotels & Resorts, Bvlgari Hotels & Resorts. Premium: Sophisticated and thoughtful amenities and services. ...
Hotel Real Estate: How Brands Are Re-Imagining Hotel Lobbies
M. Rein | September 17, 2019
Several reports show the astonishing growth in self workers, contract freelancers and consultants, according to Statista, 10.3% of the working age population is involved in entrepreneurial activities. Alongside this, project task forces are becoming more and more common, and companies are starting to become more agile in their operations, ING’s agile transformation started with the 3,500 staff members at group headquarters, Bart Schlatmann: former chief operating officer of ING Netherlands said, “we invested in tearing down walls in buildings to create more open spaces and to allow more informal interaction between employees. We have a ve...
The Difference Between Loyalty Programs and Loyalty to a Brand
Alan Young | September 5, 2019
By Alan E. Young Loyalty is earned, and certainly not given, and there is a definite difference between loyalty programs and a guest’s loyalty to a brand. Hotel loyalty programs might seem ubiquitous today, but nearly 60% of guests still don’t belong to one. During the 2019 Skift Tech Forum, industry experts agreed that today’s travelers seek more than just opportunities to earn points – they want experiences. Mind you, that doesn't mean it's beyond reach. Hoteliers must work a little harder to understand precisely what factors drive guest loyalty in the modern age. Which brings us to the ultimate question — what makes guests l...
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...
Marriott’s New Bonvoy Brand: 5 Lessons for Travel Marketers
Michael Del Gigante | April 30, 2019
By Michael Del Gigante How big of a deal is it when Marriott, the world's largest hotel operator, rebrands its loyalty program? Such a big deal that ABC created a special television advertising block during the Oscars to help the company unveil its new offering: Bonvoy. By nearly any measure—media coverage, consumer buzz, or advertising spend—the program's launch has so far been the biggest travel and hospitality story of 2019. The move is important not only because it directly impacts Marriott's 120 million loyalty members, but also because it's the perfect case study for the wider travel and hospitality industry. What can...
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