Article
Winning the race for guest loyalty
When frequent travelers choose a favorite program, they aren’t the only ones who reap rewards
To turn customers into enthusiastic, even passionate brand devotees, there is a need to understand the patterns in how different travelers view and use rewards, and to use that insight to craft a program that stands above the ordinary and the expected.
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.
The loyalty game is a race. To win that race, you need to stand apart. You must understand your customers, know what they really value, and deliver rewards that matter to them on their own terms.
Winning the race for guest loyalty