Driving Loyalty

53% of consumers said that good service would keep them loyal to a hotel brand, even if they could get a cheaper deal elsewhere. Meanwhile, 40% said good deals and 39% said a rewards scheme would result in greater loyalty.

This shows that long-term loyalty is possible for travel brands, but the key to achieving it is delivering a service that takes into account the individual’s needs. So while personalisation is somewhat of a buzzword at the moment, it’s certainly something that consumers value.

This is reflected in the reasons certain brands are favoured by consumers. The second-most favourite, Booking.com, was chosen because of its ability to personalise and tailor offers based on previous behaviour. Similarly, the biggest factor cited for British Airways was its superior rewards scheme. Outside of these, there are a few standout examples of brands succeeding when it comes to loyalty.

Hilton and its Hilton Honours Program is particularly good, mainly because it allows consumers to make use of points in situations unrelated to the brand. Members can use them in restaurants and in shops, and even pool points to share with family and friends.

Marriott is another hotel chain that is similarly innovative, this time using a beacon-driven loyalty scheme to allow people to earn rewards based on where they are.

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