Loyalty used to be simple - a guest stays, they get points, you give them a room upgrade or a free breakfast. Not any more, says Revinate. Guest expectations are changing and generic loyalty perks are no longer enough to impress and retain your best customers. Of the 238 million US companies who are members of a hotel loyalty brand, only 44% are considered active members, according to Sabre's report, 'Traveller Loyalty and the Modern Brand.' 50% of a loyalty program member's annual spend is not with his or her preferred brand, and 30% of members are at risk of switching programs entirely. It's not that the idea of loyalty programs is dead - more than 83% of loyalty program members believe they should be rewarded for loyalty - it's that the experience falls short. 71% say they receive irrelevant perks from their preferred brands. So the problem isn't that consumers are disenchanted with the concept of loyalty, but that consumer expectations have changed. Hotels need to rethink what loyalty means to the modern-day traveller. Click here for more information.
Via Tourism Australia