As the race to build customer loyalty gathers pace, the hotel industry is stepping up its efforts to satisfy and surprise its customers. Offering just a few nights a year is no longer enough to build customer loyalty; customers now expect more experiential and immediate rewards. This paradigm shift is prompting hoteliers to innovate in an area that has long been confined to points and promotions. Today, to build customer loyalty, you have to make them dream and, above all, make their dreams come true. This is a mission that hotel groups are taking to heart, unveiling ever more innovative revamps and developments to their loyalty programmes.
To (re)discover the first part of this analysis, click here. The race for originality intensifies As hoteliers move further and further away from the points-based reward system, the rewards themselves are also changing. It's no longer enough to offer overnight stays or discounts to satisfy...
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