Luxury Hotel Loyalty Programs Are Missing Out on Experiences
Skift Take
... But we have a feeling that things are certainly shifting in that area as more luxury brands see themselves as "experience platforms."
While 75 percent of luxury hotel loyalty programs offer free-night stay rewards, only 35 percent offered other experiences as rewards, according to a new report from Gartner L2 that examines the state of loyalty programs for luxury hotel brands.
The report, "The Loyalty Landscape After a Year of Mergers and Data Privacy Concerns," examined a total of 49 luxury hotel brands and their respective loyalty programs, 10 of which are multi-brand, like a Marriott Rewards or World of Hyatt. The report also looked at 10 that are single-brand programs, like Mandarin Oriental or Warwick, or part of an independent hotel collection, such as Leading Hotels of the World of Small Luxury Hote
