Analysis

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The struggle for loyalty

10 min reading time

Published on 10/04/10 - Updated on 17/03/22

Recently, hotel chains were grateful to their loyalty programme which managed to maintain a solid block of clientele in the middle of the crisis by securing the link with their best clients. For some brands, the .card bearers” account for up to 60% of their occupancy rate and their expenses are larger than those of the .regular” clients. Therefore, it is vital to maintain and stimulate loyalty. But when all the major chains have a loyalty programme how is it possible to be really different? And if loyalty is a good way to save on expenses to gain new clients, it has also its own cost, yet pretty heavy. Is the result worth the effort?

“We have seen a great increase in the demand for redemption room nights and, since we have also reduced the number of points required in the top three highest categories, this is also showing an increase in demand. We have introduced a Points & Cash alternative for members who want to go away but do...

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