High-End Hoteliers Are Taking Loyalty More Seriously
Patrick Whyte
April 18th, 2018 at 12:30 AM EDT
Skift Take
Luxury hotel brands have lagged behind their cheaper siblings when it comes to loyalty programs. In the past they might not have needed to think about such schemes but with data becoming more and more valuable, companies can no longer afford to ignore them.
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Luxury hotel brands have long believed they can get away without loyalty schemes.
In a way this makes sense — the kind of customers they want to attract don't care about earning points — but increasingly they are moving into this territory, what they would call guest recognition programs. Mandarin Oriental is the latest company to get involved with its Fans of M.O., following a similar move from Four Seasons Hotels and Resorts.
“What’s really exciting to me about the program is the beyond-the-stay benefits and access to special things that we can provide to
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