ITB 2023 Special Reporting
A Restoration in Hotel Loyalty.
By Deloitte
Wednesday, 20th February 2013
In this report, 'A restoration in hotel loyalty: Developing a blueprint for reinventing loyalty programs', we explore how to increase the effectiveness of loyalty programs.

In October 2012, Deloitte's Travel, Hospitality, and Leisure practice engaged in extensive consumer loyalty research, surveying over 4,000 travelers and conducting two in-depth focus groups with frequent business and leisure travelers.

This research has given us deep insights into hotel guests' travel behaviors, attitudes, and engagement preferences. 

Developing a blueprint for reinventing loyalty programs

Our research points to two over-arching and compelling conclusions:

1. The best-case scenario is that hotel loyalty programs as they are constituted today have either little or no impact on travelers' purchase decisions, and, worst case, these programs drive undesirable brand-switching behavior.

2. Hotel brands and owners that choose to instead build differentiated loyalty programs and a customer experience that anticipates and integrates priority customers' personalized needs have the potential to capture incremental market share, as indicated by these facts:

  • Roughly 30 percent, on average, of hotel loyalty members are "at risk" of switching their preferred brand
  • Nearly 50 percent, on average, of hotel loyalty members' annual hotel spend is not with their preferred brand
4Hoteliers Image LibraryDespite these sobering statistics, we are excited for the future because hotel brands and owners are well-positioned to restore loyalty in their brands.

Within this report, we provide strategies for companies to consider as they endeavor to rebuild their loyalty programs, these strategies include:
  • 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
Download full report:

Global Brand Awareness & Marketing Tools at 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)

 Latest Articles  (Click title to read)

 Most Read Articles  (Click title to read)

~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2023 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy