There is a distinct difference between a hotel customer who has enrolled in a loyalty program and a customer who makes regular, truly loyal use of the brand because of it. For most customers, only one brand “wins” — and the prize is a dedicated relationship that enhances revenue in the long term. The journey past that behavioral tipping point is part science, part emotion.
To turn your customers into enthusiastic, even passionate brand devotees, you need to understand the patterns in how different travelers view and use rewards. And you have to use that insight to craft a program that stands above the ordinary and the expected.
In 2013, A Restoration in Hotel Loyalty: Developing a Blueprint for Reinventing Loyalty Programs gave us deep insights into hotel guests’ travel behaviors, attitudes, and engagement preferences.
In 2014, we take an even deeper look at how high-frequency business and leisure travelers feel about loyalty programs and how their behaviors and attitudes towards brands, hotel groups and loyalty programs affect their hotel spend and selection process.