Skift Take

Ancillary products are becoming increasingly important to hotels’ marketing, branding, customer loyalty, and revenue goals. This new insights deck from iSeatz offers a detailed audit examining how today’s leading hotels brands are using ancillaries in 2019, helping sector executives make smarter decisions about how to use such products in the future.

This sponsored content was created in collaboration with a Skift partner.

We’re publishing a new Skift Insights Deck in partnership with iSeatz, The State of Loyalty: 2019 Hotel Ancillary Report, that investigates the growing trend of hotels integrating new options for loyalty members to earn and redeem their points for various add-on products, services, and experiences (“ancillaries”).

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Ancillaries, referring to the extra items like checked baggage, rental cars, upgrades, room service, and local experiences, that travelers buy alongside their hotel room, are seeing growing interest from consumers and hotel executives.

As Skift explained in its 2018 report, “Winning the Engagement War: Creating the Hotel of the Future with Ancillaries,” more hotel leaders recognize the opportunity to use these products to develop stronger relationships with guests and grow their revenue. As noted in the report introduction, “hotel executives are realizing that they are no longer simply selling access to rooms and beds. Instead, they are gatekeepers and tastemakers connecting travelers to a universe of related experiences in dining, entertainment, spas, tours and activities, retail, local services, and more.”

The growing opportunity for hotels to offer more ancillaries products and services to guests is clear. Yet, up to now, there’s been relatively little data collected about which hotels are offering which ancillaries, or how they’re being integrated in hotels’ overall loyalty efforts. Which ancillaries should hotels consider offering in their loyalty programs? How should they structure earning and redemption rates? And, of course, what are their competitors doing with ancillaries?

It is with these questions in mind that iSeatz, in collaboration with Skift, is releasing “The State of Loyalty: 2019 Hotel Ancillary Report.” The report is a first of its kind effort to catalog and analyze the ancillary product decision-making at some of the hospitality sector’s biggest brands.

What you’ll learn from this insights deck:

  • An overview of which major hotel chains have integrated hotel ancillaries into their loyalty programs
  • An examination of some of the most popular ancillary products offered by hotel chains, including flights, car rentals, live events, and more
  • An investigation of the strategies hotel brands use to determine earning and redemption rates for different types of ancillary products

Get the Insights Deck

This content was created collaboratively by iSeatz and Skift’s branded content studio, SkiftX.

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Tags: ancillaries, ancillary revenue, hotels, iseatz, loyalty

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