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
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
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
Abercrombie & Kent hails $500 million funding boost
British Airways passengers endure 11-hour 'flight to nowhere'
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Gatwick braces for strike
Co-pilot faints, easyJet flight issues ‘red alert’