hospitality loyalty programs
Using Your Loyalty-Reward Program to Improve Word-of-Mouth About Your Hospitality Business
THE PENN STATE SCHOOL OF HOSPITALITY MANAGEMENT | February 16, 2022
UNIVERSITY PARK, PA — February 16, 2022 — New research from Penn State’s School of Hospitality Management found that companies like airlines and hotels can use their loyalty-reward programs to improve word-of-mouth about their business, both online and in the real world. Research has repeatedly validated the well-worn cliché that word-of-mouth is the best form of advertising. Today, unpaid product and business reviews on sites like Yelp and TripAdvisor constitute a digital form of word-of-mouth that is more important than ever to the success of businesses. Anna Mattila, Marriott Professor of Lodging Management in the School of Ho...
Why Your Hospitality Loyalty Program is Falling Flat
David Trice | March 18, 2015
by David Trice Consider this from Allen Smith, CEO and President of Four Seasons Hotels and Resorts: "Our feedback from our guests is that they're far less concerned about accumulating points to be redeemed for rewards as they are being in a position where they're recognized, and we understand their preferences and can serve them in that highly personalized way they've come to expect." What Smith is talking about is the evolution of guest expectations about loyalty programs for the hospitality industry. The days of guests being loyal because of the accrual of points for a free night's stay are over. Today, guests want their loyalty rewa...
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