A recent survey showed that almost two-thirds (61%) of travellers find loyalty programmes and points do impact their choice of vacation spots.

Knowing that loyalty programmes can sway travel decisions, what can hotels do to make sure they are benefiting and that they stand out from the myriad loyalty clubs available to hotel guests?

First, hotels must realise and understand that success is not in signing up hundreds or even thousands of members. A recent report found that, even while most of the biggest brands’ loyalty clubs grew membership by double-digit percentages in 2015, room nights booked through those programs did not rise as much and, in some cases, actually decreased. This of course suggests that many of these loyal members were inactive or disengaged.

Members’ unused points become a growing liability for hotels. In the same Choice Hotels International survey, almost half of travellers surveyed (44%) say they have a lot of hotel loyalty points stashed up, but no time to use them.

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