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
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