With the slew of hotel company consolidations that occured in 2019, the benefit of creating an effective and sustainable loyalty program is the key to growth and profitability. In fact, according to Harvard Business Review, companies on the cutting edge of loyalty grow revenues roughly 2.5 times as fast as their industry peers. Traditional points-based programs are costly and ineffective unless you have massive scale (30,000+ rooms in fact).
In this guide, we focus on alternate solutions that can help hoteliers enjoy lasting direct relationships with their guests… without points.
What AirBnb Can Teach Us About Loyalty
Airbnb, which has no formal guest loyalty program at all, indexes higher than all brands for repeat bookings. They achieve this position by focusing on differentiated guest experiences. According to Airbnb, “Experiences are activities designed and led by inspiring locals. They go beyond typical tours or classes by immersing guests in a host’s unique world.”
What do Guests want?
According to an Oracle study, What do Consumers Want from a Hotel Loyalty Program, consumers want the ability to choose and customize their rewards and hotel experiences.
Additional benefits that consumers typically want from a loyalty program include discounted room rates, early and easier check-in, late and easier check-out, relevant gifts and amenities, resort credits and other perks. What don’t they mention? Points. Points are impersonal and don’t reflect how hotels care and know their guests.
Curious about what else you can learn? Here is a small sampling of what we cover in the guide:
- State of loyalty today
- What guests want
- Hidden costs of points-based programs
- Best practices for hotel loyalty
Did we convince you?
Get your copy today and start rethinking loyalty tomorrow. Download our Guide to Hotel Loyalty here.