loyalty
When It Comes to Inspiring Loyalty and Direct Bookings, FOMO Marketing Is Out, and Instant Gratification Is In
Ellis Connolly | April 20, 2022
In today’s fast-paced and competitive landscape, guests have high expectations of convenience and a low tolerance for delays, gimmicks, or friction By Ellis Connelly What is the best way to incentivize behavior? This line of questioning keeps marketers and business owners up at night. Why? Because brands can’t protect their bottom line without generating revenue, and they can’t generate revenue without nudging their customer toward a desired purchase. Hospitality professionals, especially, are familiar with this challenge, as travelers are constantly inundated with options and competing product offerings at every stage of their...
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...
U.S. News Reveals 2021-22 Best Travel Rewards Programs
U.S. News & World Report | August 31, 2021
Washington, D.C. – U.S. News & World Report, publisher of Best Hotels, Best Cruise Lines and Best Vacations, today announced the 2021-22 Best Travel Rewards Programs. The annual rankings identify 24 hotel and airline loyalty programs with the most rewarding perks for everyday travelers. After several years at No. 2, Wyndham Rewards improved to be the No. 1 Best Hotel Rewards Program. Alaska Airlines Mileage Plan remains the No. 1 Best Airline Rewards Program for the seventh year in a row. This year, U.S. News also considered each travel rewards program's response to the coronavirus pandemic, and factored in how flexible...
Your COVID-19 Recovery Plan Should Include These 5 Marketing Strategies
Amadeus Hospitality | August 20, 2020
Hoteliers have reopened their doors to a more competitive market than ever before. Travelers are spoiled for choice as every property (no matter what audience they previously catered to) is looking to win their business and keep revenue on the books. It will take a thoughtful approach to your hotel’s marketing plan to entice weary travelers in the era of COVID-19. With their heightened expectations for cleanliness, service, and a good deal in an uncertain economy, is your marketing strategy positioned to succeed? Here is your new 5 step action plan to marketing during a pandemic. Make decisions based on your market This may seem ...
Ten Ways to Boost Guest Confidence and Increase Loyalty Amid COVID-19
Amadeus Hospitality | August 12, 2020
Rethinking the guest experience, creating new standards, and committing to those standards will be vital in building future loyalists. COVID-19 has caused many to reflect upon the fundamental operations of our global society and our day-to-day lives, including the way we travel. In hospitality, many are wondering how an industry that is so reliant on personal interactions can recover from the crisis and earn back guest confidence. Moving forward, hotels that integrate the newest stringent standards into their operations – while also rethinking the guest experience – will be the first to see a positive revenue impact. Further emb...
You May Not Know It, But You’re in the Subscription Business
Shep Hyken | June 18, 2020
By Shep Hyken I have an idea about renewals. Most people think that a renewal applies to some type of subscription. You renew your subscription to a magazine, a maintenance contract or a software program. But what if renewal had a broader meaning? What if renewal simply meant that the customer comes back—again and again? While repeat business may not be as steady as a subscription renewal, it can still be tracked in a similar way. A business with a true subscription model can predict renewals. Over time, any business can track return customers who, in a sense, are renewing their trust in the business to purchase from them again. ...
Hotels Are Right to Prioritize Loyalty Schemes Over Rate Reductions During and After COVID-19 Pandemic, Says GlobalData
GlobalData | April 1, 2020
Major players in the hotel industry are using loyalty schemes in order to create value for their customer base and increase demand during and after the coronavirus (COVID-19) pandemic. Ralph Hollister, Analyst, Travel & Tourism at GlobalData, offers his view: “Instead of advertising future room rates at discounted prices, offering perks through loyalty schemes means that hotels can protect their pricing and margin strategies. “Providing added value instead of price reductions such as offering reward extensions, as Hilton have done, or following IHG’s lead and lowering the entry requirements for their next loyalty tier, shou...
Why More Hotels Are Owned by Franchisees
JLL | February 4, 2020
February 04, 2020 The last decade has seen a continued shift in hotel ownership. In 2010, roughly 70% of branded hotels were franchised operations. By 2019, that figure rose to roughly 80%. Major hotel brands have led the charge. Marriott International, Hilton Worldwide, Wyndham Hotels & Resorts, Choice Hotels International and Intercontinental Hotels Group — the top 5 franchisors by total room count in the U.S. — collectively represent 82% of total franchised branded rooms, according to STR and JLL Research. These companies continue to move away from owning the real estate portion of properties and toward a model where th...
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