Millennials Make Hotels Rethink How They Do Loyalty Programs
Skift Take
Brand loyalty in the travel industry has been an achilles heel with few being able to engender much of it. Miles and points are great, but it will be the experience, as well, that will make people keep coming back for more.
Hotels cater to elite members of their loyalty programs because they bring in lots of revenue. But even the elite aren't overly loyal to a particular brand.
With brand loyalty ebbing as the age of the average guest skews younger, winning a hotel booking is becoming an increasingly rough and tumble endeavor.
That's one of the sobering conclusions hoteliers will have to consider from a just-released white paper, "Who's Sleeping With You? Detailed Look Into the U.S. Online Hotel Guest," written by Henry Harteveldt, travel industry analyst for Hudson Crossing, using data from Adara, which helps hotel brands leverage Big Data to target prospective guests.
The study found tha
