08 Dec Why Hoteliers Need Loyalty Beyond Points Programs

The core of Hotel loyalty has generally been points programs. But now, most hotel chains have loyalty rewards. So what’s the next competitive advantage? What can influence leisure and business guests to stay with your hotel or resort?

Sabre Hospitality Solutions recently commissioned and featured a Forrester Research paper about “customer experience in hospitality” in their blog.

They mostly refer to the larger brands, and having millions of customers – which not too many independent hoteliers can relate to…but let’s assume the same principles and findings translate on a relative level.

Here’s a summary:

• Harnessing data is the key to delivering on guest expectations
• Data-driven personalization drives brand preference.
• Consumers Are Willing To Share Data In Exchange For Convenience And Personal Touches
• Travelers Are Willing To Provide Personal Information For Relevant Offers
• Positive Word Of Mouth Is Critical
• Thirty-Nine Percent Would Rather Stay In A Hotel That Knows Them
• Millennials Have High Expectations For Cross- Channel Experiences
• Overall, about two- thirds (64%) of leisure travelers and more than half (52%) of business travelers said they are not loyal to a particular hotel brand. These travelers are just an offer or a click away from booking with another hotel or resort.

Takeaways. Creating an exceptional guest experience is hard work. Getting to know the guest, pre-arrival, and customizing the guest stay according to their personal preferences drives loyalty. Loyalty drives profitability.