loyalty programs
Loyalty Programs Should Help Soften Impact of Any Economic Downturn on Hotel Sector
CBRE Hotels | April 11, 2023
A record number of loyalty program members should help hotel brands lower their customer acquisition costs, increase direct-to-consumer engagement and offset any occupancy shortfalls during an economic downturn. Direct access to a base of loyal customers is a benefit to owning and operating a branded hotel. Loyalty members can help drive occupancy during off-peak periods or weaker economic conditions. Loyalty members redeemed a record number of points in 2022 that were earned and saved during the pandemic. Publicly available loyalty program metrics of five major U.S. hotel brands suggest that it may take may take more points than in the...
Are Hotels Ready for Generation Novel?
David Millili | January 10, 2023
How the rise of Generation-Novel or Gen-N could transform the future of guest service By David Millili, CEO, LodgIQ What defines world-class guest service? Is it personalized offers or a value-driven loyalty program? Is it a timely reply sent back to an unsatisfied guest review? Is it flexible stay options or policies? Is it an engaging social media presence? Guest service can be all of these things… and with the demands accelerated by the pandemic, it has also become so much more. The problem with defining guest service in any singular way is that we often treat guest service as a department or a response rather than an ever-evolv...
The Top 5 Guest Loyalty Trends and Predictions to Watch for 2023
Ellis Connolly | November 30, 2022
Redefined Personalization, Instant Rewards and Technology are the New Pillars For Guest Engagement By Ellis Connolly We are officially on the eve of a new year, already moving through the holiday season at the signature blink-and-you-might-miss-it pace that is seemingly synonymous with this time of year. From Thanksgiving celebrations to Christmas festivities, end-of-year reflections, and year-ahead preparations, our personal and professional calendars are likely brimming with activity and commitments. But this year, perhaps more than any other, feels especially monumental, as 2022 was not only the year the world returned to relative no...
HVS Monday Musings: Rethinking Hotel Loyalty Programs in the Post-COVID World
Mandeep S. Lamba | June 27, 2022
By Mandeep S Lamba and Dipti Mohan Loyalty programs are not new in the airline and hotel industries, dating back to early 1980s when American Airlines introduced AAdvantage, one of the world’s first travel loyalty programs. Hotel chains quickly jumped on board, with Holiday Inn and Marriott being credited with the first hotel loyalty programs in 1983. Since then, loyalty programs have not only been an effective marketing tool for increasing customer loyalty, but also for increasing repeat customers and revenue for hotels. Loyalty program members account for three-fourths of hotel website bookings, according to research by Phocus...
Loyalty Fraud Puts Customer Accounts – and Relationships – at Risk
Robert McKay | June 17, 2021
By Robert McKay As COVID-19 travel restrictions are loosened in much of the world, many people are eager to visit friends and family or take a long-postponed vacation. Some of these individuals will be in for an unpleasant surprise when they check their loyalty program balances for the first time in months: they’ll find their accounts drained of points, miles and bonuses. Travel and hospitality reward programs are a growing target for fraudsters, as loyalty program accounts generally have much weaker security than traditional financial accounts, and consumers tend to check them much less frequently (or never — many accounts are dorm...
3 Undistributed Expense Trends to Watch
HotStats | March 16, 2020
Hotel operating departments can be divided into two main groups: those that generate revenue and those that don’t. Typically, hoteliers focus on the first group when analyzing financial performance— after all, that’s where the money comes from! Thus, departments such as rooms, F&B and spa are put under the microscope, and departmental key performance indicators (KPIs) are thoroughly studied and benchmarked. The second group consists of the undistributed departments, namely Administrative & General (A&G), Information & Telecommunications systems (I&T), Sales & Marketing (S&M) and Property & Maintenan...
Loyalty Programs Have Little Impact on Influencing Next Leisure Travel Booking
SmarterHQ | September 25, 2019
Marriott, Hilton and Southwest Airlines Lead in Having Most Loyalty Among Consumers Across the Travel and Hospitality Industry, According to New SmarterHQ Survey INDIANAPOLIS, IN – September 25, 2019 – What factors do consumers consider when they’re in the midst of booking their next leisure travel plans? SmarterHQ, a leading personalization platform, can confidently tell the travel and hospitality industry that loyalty programs are not one of them. The latest consumer survey results from SmarterHQ showed that loyalty programs have only a small impact on helping travelers decide their next trip. Instead, the report showed that Mil...
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...
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