While the hospitality sector has always been highly competitive, this has become even more so in the wake of the health crisis. This period has reshuffled the deck, and hotel groups must now redouble their efforts to attract and retain their customers. The holy grail of the hotel industry, building customer loyalty is more than ever at the heart of all the initiatives undertaken by players in the sector. It's a battle that's being fought with bonus points, exclusive loyalty cards, flash promotions and more or less unusual rewards. However, hoteliers need to take into account the changing behaviour of both leisure and business travellers, in order to develop loyalty programmes that meet their new expectations.
Have loyalty programmes become obsolete? The pandemic will have profoundly changed the way people travel, creating new expectations and new needs to which the hotel industry must be able to respond. The question of the relevance of loyalty programmes in this new normal therefore makes perfect...
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