Marriott Shows Strength in Loyalty But Skift Research Underscores Hospitality's Challenges
Skift Take
Consumer sentiment towards the majority of hotel loyalty programs has been improving over the past five years and the breadth of programs is also growing, but the path to real customer loyalty isn't that simple.
The road to real customer loyalty is not a straightforward path. Today, there are completely contradictory data points as well as ongoing debates regarding the overall success of loyalty programs, the value they create, and their ability to drive true loyalty.
Our latest research report, Perspectives on Hospitality Loyalty Programs 2018: A Challenging Road for Real Customer Loyalty, attempts to reconcile all of the differing perspectives of three key stakeholders: hotel brands, hotel owners, and consumers.
Here, we offer two analyses evaluating the success of hotel loyalty programs. The first ranks the programs according to seven quantitative metrics, while the other takes a look at consumer sentiment according to commentary posted on various online platforms. Both analyses rank Marriott as the most successful loyalty program currently, but, after that, differences arise, suggesting there is definitely room for improvement among all of the programs.
We launched last week the latest report in our Skift Research service, Perspectives on Hospitality Loyalty Programs 2018: A Challenging Road for Real Customer Loyalty.
Below is an excerpt from our Skift Research Report. Get the full report here to stay ahead of this trend.
From the hotel brand perspective section:
The seven metrics we included in our Loyalty Brand Matrix are as follows:
Loyalty Members: Brand chains with the largest loyal followings theoretically have the greatest population to target
