The 2019 Guide to Building Guest Loyalty With or Without a Loyalty Program GUIDE每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）030608131923Are Travelers Loyal to Hotels Anymore?What Is Brand Loyalty? Hotel Loyalty ProgramsThe Pros and Cons of a Loyalty Program How to Earn Loyalty With or Without a Membership ProgramAnalyzing Guest Feedback to Understand Loyalty INDEXARE TRAVELERS LOYAL TO HOTELS ANYMORE? What does loyalty mean today? Many times, hotels offer travelers instant discounts and benefits for joining their loyalty program—even before the traveler has stayed with the hotel or brand. Is this loyalty, or is it simply a bribe? There’s a lot of talk in the travel industry these days that travelers aren’t loyal to hotel brands anymore; it’s all about price and perks. But is this really true? Can hotels earn loyalty from guests without paying for it—and if so, how? In this guide we explore the loyalty debate from several angles. We’ll look at the latest research and trends, examine how some of the most popular brands in the world today earn customer loyalty, and show you ways to earn guest loyalty with or without a loyalty program. Last, we’ll discuss how hotels can analyze guest feedback to understand what it takes to earn loyalty.Whether you’re considering launching a loyalty program, revamping an existing program, or looking for ways to build loyalty without a formal program, this guide will help you set your priorities, develop a strategy and optimize results.Are Travelers Loyal to Hotels Anymore? 3Are Travelers Loyal to Hotels Anymore? 4HOW DO YOUR COMPANY’S LOYALTY EFFORTS COMPARE? During our recent webinar, 12 Ways to Build Guest Loyalty, we asked attendees about their company’s loyalty initiatives. Here are the results: 54%27%4%15%We have a loyalty programWe don’t have a loyalty program but we recognize frequent guestsWe participate in a third-party loyalty networkWe do not recognize guest loyalty on a consistent basisAre Travelers Loyal to Hotels Anymore? 5We also asked attendees how they feel about their company’s guest loyalty efforts:51%41%5%4%We’re doing well but still have room to improveNeeds a lot of workThrilled. We’re seeing incredible resultsMortifiedWhat Is Brand Loyalty?6 When we think of loyalty, we generally think of faithfulness to someone or something. “Loyalty connotes sentiment and the feeling of devotion that one holds for one’s country, creed, family, friends, etc.,” according to Dictionary.com. Brand loyalty is faithfulness to one brand over others. It involves both purchase behavior and emotion. Loyal customers choose to purchase one brand over others because they feel passionate about the products and services or simply appreciate them. One of the true tests of loyalty is whether the consumer is willing to pay more for one brand than for comparable brands.WHAT IS BRAND LOYALTY?What Is Brand Loyalty?7 Generally speaking, frequent guests are valuable to hotels and brands because they generate room demand, helping hotels to increase occupancy, rates and RevPAR. Hotels know frequent guests better than one-timers and can cater to their needs and preferences, which strengthens relationships over time. Furthermore, some loyal guests are brand advocates who provide valuable feedback, write positive reviews and refer other travelers.HOTEL LOYALTY When it comes to hotels, travelers are considered loyal when they choose to stay at one hotel over other hotels—or with a certain hotel brand over other brands. Not all loyal guests are of equal value, however. A guest who stays frequently but doesn’t spend a lot may be less valuable than a guest who stays infrequently but spends a lot—and vice versa. And a frequent guest who books directly is typically more valuable than a frequent guest who books through an OTA. Part of determining how far to go to earn guest loyalty involves calculating their lifetime value to the hotel or brand. Hotel Loyalty Programs8A loyalty program is a membership program or club offered by a company to encourage and recognize repeated purchases. In the travel industry, loyalty programs can be traced to 1981, when American Airlines launched the AAdvantage frequent flyer program. Soon after, other airlines and hotel companies followed suit, with Holiday Inn and Marriott both launching loyalty programs in 1983.Today, many hotel companies offer some type of guest loyalty or recognition program to recognize frequent guests and big spenders with rewards,benefits and preferential treatment and to encourage them to keep coming back. In addition to offering special perks, many loyalty programs allow members to accumulate points or credits based on the number of stays or room nights or the amount spent during their stay. Points can be redeemed for free stays, products and services at member properties or with program partners. HOTEL LOYALTY PROGRAMSHotel Loyalty Programs9Most loyal...
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