loyalty programs
What Price Loyalty?
July 1, 2019
Loyalty programmes have long been a feature of the hotel sector, but little evidence has traditionally supported whether they represent an operationally and financially beneficial form of investment. Yet a recent study by Dr Dan Wang of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and her co-researchers provides strong evidence that hotels are justified in making such investments, and provides suggestions for how hotels can further capitalise on the benefits. The researchers begin by highlighting the longevity of loyalty programmes – they were introduced almost forty years ago with American Ai...
Loyalty Is Poised for Disruption: How to Award Loyalty the Right Way
Sara O’Brien | June 18, 2019
By Sara O'Brien Traditional points-based loyalty programs have been around since 1983, emerging as a unique way for major brands to build stronger relationships with their most valued customers. At the time consumers found them appealing and interesting, allowing hotel brands to generate buzz and additional revenue. But much has changed in the last 40 years. Technology and A.I. (Artificial Intelligence) have evolved to be able to deliver things people want when they want them. Netflix recommends which movie you’d like to watch next and Amazon can tell you what you should buy for your child’s birthday this year. Yet, so many hospital...
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...
Are Loyalty Programs the Most Effective Way to Drive Bookings in 2018?
Vertical Booking | October 11, 2018
By Mark Lewis-Brown, CEO & President at Vertical Booking USA Do you remember, back in the day, when customers booked with certain hotels because they were loyal to the brand or because they just wanted to earn points? (I'm showing my age here!) Most hotels do too, which is why loyalty programs have been such a priority for hotel marketers - who have been relying on these programs to increase customer loyalty, boost direct bookings and create long-standing relationships with guests - in the past decade (give or take a few years). Unfortunately, those days are LONG gone. An article by Google offered a great deal of insight into the w...
Hotels to Face New Accounting Regulations That Could Impact Bottom Line
Clark Nuber | October 10, 2018
(Bellevue, Wash., October 10, 2018): Hotels, motels and inns should prepare now for changing accounting regulations that will impact how they recognize revenue. "These new Generally Accepted Accounting Principles (GAAP) may significantly impact the bottom line of hospitality businesses," said Julie Eisenhauer, a CPA and shareholder of Clark Nuber, PS, in Bellevue, Wash. "Although the new rules won't take effect for private companies until 2019 and 2020, businesses would be wise to start planning for them now." One significant change involves customer loyalty programs, which allow customers to acquire additional accommodations or service...
Hotel & Leisure Advisors Top Five Takeaways From NYU Hotel Investment Conference
David J. Sangree, MAI, CPA, ISHC | June 18, 2018
by David J. Sangree The sentiment at the 2018 NYU Hotel Investment Conference was very positive for the industry with expectations of continued growth in the coming years. Among the wealth of relevant information from the conference, we identified several key takeaways that highlight the state of the industry in 2018 and beyond: Overall, the feel of NYU was positive, with attendees, panelists, and speakers all expecting and planning for continued growth for the industry. However, the industry is rapidly changing with technology and the sophistication of hotel and resorts guests. This means brands, developers, and investors need to conti...
Q&A With Kristie Goshow, CMO at Preferred Hotels & Resorts
Matt Peterson, Los Angeles | May 22, 2018
By Matt Peterson Quick quiz, what do these leaders have in common — "Jack Welch of GE, Steve Jobs of Apple, Mark Zuckerberg of Facebook, Steve Wynn of Wynn Casino Resorts, Elon Musk of Telsa, Richard Branson of Virgin, and Donald Trump of well… Trump"? They are all past and present individuals that arguably have developed their company brands around "cults of personality." But leader-centred enterprises are quickly becoming outdated and irrelevant, as consumers across all service and product offerings become more educated, connected, mobile and discerning. And perhaps even selfish. That is, the proverbial script has flipped...
Two Roads Hospitality Selects Inntopia for Company-Wide CRM Platform
Inntopia | May 2, 2018
[STOWE, May 2, 2018] – Two Roads Hospitality, the Denver-based lifestyle hotel management company that includes Thompson Hotels, Destination Hotels, and Joie de Vivre Hotels, has contracted with Vermont-based Inntopia for a custom CRM database, marketing automation, and guest recognition platform to be installed across most of its North American properties in 2018. "We chose Inntopia for three reasons," said Two Roads Hospitality CMO Sherri Gilligan. "First, their technology is better than anything else out there in hospitality CRM. Second, their company culture is very similar to ours, and we know that our people will work well w...
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