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What you always wanted to know about loyalty programs in the hospitality industry

Profile Photo By: Carsten Hennig
September 20, 2017

What you always wanted to know about loyalty programs in the hospitality industry

Phoenix, Arizona – 20 September 2017 –
For something you have always understood, a survey sometimes has to be performed in order to eventually find confirmation. This also applies to Best Western Hotels.

Returning to her hotel - satisfied guests like to collect rewards
Returning to her hotel – satisfied guests like to collect rewards

Now, 1,400 hotel guests in the USA were asked about customer loyalty programs. The not surprising results: 42 percent of respondents say that a loyalty program is the most likely choice of resort and 29 percent say that it always influences the selection. Just two percent of respondents in the study state that a loyalty program never affects hotel selection.

The ability to earn points that don’t expire is a substantial benefit of loyalty programs. When asked what disturbs travellers most about the present programs, one-third of the respondents say they’ve lost points. In comparison: 19 percent criticize the complexity of programs and 16 percent criticize the absence of free nights and accessibility. Of all of the brands surveyed, Best Western is the only hotel group to give a bonus program where things do not expire.

Free nights would be the most attractive feature of the programs
Hotel loyalty programs are of central importance to keep guests for the future. As the analysis shows, 86 percent of respondents use collected points for a free night’s accommodation. 63 percent agree that free nights are the most attractive feature of a customer loyalty program. Although points are gathered during business and personal travel, 83 percent of these points are redeemed on a holiday trip.

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