Article
Loyalty programs are tools used by many companies, among them Hotel groups, to reward their guest’s loyalty.
Today, all hospitality ompanies have their own loyalty programs
Accor : A club
IHG: Priority Club Reward
Best Western : Best western reward
Shangri-la: Shangri-La’s Golden Circle
Hilton : HH Honor
Hayatt : Hayatt gold passport
Starwood : starwood prefered guests
A study was made by IHG ( Intercontinental Hotels Groups), which is today know as the hotel industry’s first loyalty club, Priority Club Rewards,; to study global loyalty trends in hospitality today.
It aimed at better understanding expectations, habits, customs, and wishes of guests.
To IHG, loyalty programs are linked to competitiveness.
Customers want it valuable and flexible
“The research clearly confirmed that hotel loyalty program members in every region of the world not only want to earn currency that is valuable and flexible, they also want to maintain absolute control in how they use it”
Here are the trends that appeared in this report :
- Hotel loyalty program points displace airline frequent flyer miles as preferred currency:
- Business travelers value loyalty more than price:
- Travelers across North America, Asia Pacific and Europe are equally point currency conscious:
- Global economy a solid indicator of consumer activity in loyalty programs
