Customer Loyalty Trends Dominating the Hotel Industry
By Mark Johnson President, Loyalty 360 - The Loyalty Marketer's Association | October 16, 2011
With the hotel industry recovering, building a base of loyal guests is more important than ever. Just about every hotel has a loyalty program. And when these programs are created and implemented properly, they provide real value, differentiate the customer experience your hotel delivers, and turn your guests into brand advocates.
So, just what goes into an effective loyalty program?
Loylogic, a leading provider of loyalty technology solutions, recently announced the results of the 2010 Frequent Traveler Survey that was conducted to gauge frequent travelers' opinions towards their current loyalty programs and reward redemption. The results of the survey indicate a shift in satisfaction of rewards currently offered by loyalty programs and show the need for a wider variety of reward options to effectively engage consumers - especially frequent travelers.
Findings such as these are the driving force behind some of the trends we are seeing in hotel industry. Here is a look at a few of these trends.
Driving Guest Loyalty with Corporate Social Responsibility Programs...
According to the 2010 Cone Cause Evolution Study, a benchmark of cause marketing attitudes and behaviors, 41 percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause, a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer desire for socially conscious shopping is growing. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes,