United Kingdom
United States
Asia Pacific
Hotel loyalty programmes not working says study
A new study of over 4,000 business and leisure travellers showed hotel loyalty programmes have little or no impact on their purchase decisions and could even be driving consumers to switch brands.
The study claimed that, on average, nearly half of hotel guests’ annual spend is not with their preferred brand. It suggested almost a third were "at risk" of switching their preferred brand.
Deloitte suggested that hotel loyalty programmes wanting to capitalise on the findings should:
· Encourage specific behaviors with unexpected rewards
· Make rewards personally meaningful
· Provide in-the-moment accessible rewards
· Be forgiving; don’t penalize behavior that loyalty programs encourage
· Reshape the customer experience
· Reinvest in capabilities and infrastructure
Related News Stories:
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Dozens fall ill in P&O Cruises ship outbreak
Turkish Airlines flight in emergency landing after pilot dies
Boy falls to death on cruise ship
Unexpected wave rocks cruise ship
Storm Lilian travel chaos as bank holiday flights cancelled