Perspectives

See more. Do more. Earn more.

When all transactions are aggregated into a 360 degree view of the guest, the hotel or resort can execute targeted marketing at all touch points.

Perspectives

A restoration in hotel loyalty

Blueprint for reinventing loyalty

When hotel loyalty is viewed from a full-circle standpoint, companies can think about building it in the same way that construction workers build a home. Just as a blueprint defines the type of home to be built, hotel executives can create a blueprint for the kind of loyalty they want to create.

Reinventing hotel loyalty

​In this report, we explore how to increase the effectiveness of loyalty programs.  Our research points to two over-arching and compelling conclusions:

  • 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.
  • 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.

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Travelers view on hotel loyalty

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Participants in our survey were active travelers, having stayed at a hotel in the past 12 months. We identified the following customer segments from this group.

  • Proficient traveler
  • Moderate traveler
  • Mature Leisure traveler
  • Newbie traveler

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Guy Langford

Vice Chairman & US Leader | THL