Hotel loyalty programs are facing a period of dramatic change, driven by recent devaluations of member points and picky travelers that are less loyal than ever. What strategies are hotel brands using to adapt and thrive in this changing loyalty landscape?
The recent wave of hotel consolidation has once again caused consumers to question their commitment to loyalty programs, which can often be devalued in such instances. However, even before this wave of merger-mania, many consumers have decried the steady erosion of such programs, which continue to offer diminishing rewards.
Does that mean it’s time to close the book on hotel loyalty programs? No, but the issue clearly requires some fresh thinking. Against the backdrop of such consumer cynicism can a hotel still wow guests and offer personalized perks without coming off as creepy and Big Brother-ish?
This report explores those questions and navigates new methods of instilling true loyalty behind hoary point-collecting schemes. Drawing on interviews with industry execs from Starwood Hotels and Resorts, Wyndham Worldwide, and Stash Rewards, this penetrating report offers new insights into emerging possibilities for loyalty programs.
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About These Reports
This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.
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