In an increasingly competitive hotel market, customer loyalty remains the sinews of war. Whereas in the past simple points-based programmes were sufficient, today the cards have been reshuffled with customers looking for the best possible benefits, while hoteliers are trying to stand out from the crowd without spending miles and cents. Attracting and retaining loyalty represents a certain cost for professionals, who are nevertheless banking on this strategy in order to support direct sales and ultimately to escape the all-powerful OTAs. How are loyalty programmes evolving at a time when customers are less and less loyal? What strategies are needed to stand out in a sea of diverse programmes?
The loyalty race is heating up between the major hotel groups While there are almost as many loyalty programmes as there are hotels, some stand out the most. Unsurprisingly, it is the major international hotel groups that have the most members, due to their size and reach. However, these figures...
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