In this video:
- New research from The Cornell Center for Hospitality: data shows that post-stay engagement, for example through email messaging like surveys and requests for reviews, can increase direct booking tendencies.
- A look at direct versus social customer feedback: defining each feedback model and how they should be treated as critical ‘in between’ moments for hotel brands.
- Types of loyalty and managerial responses: the difference between cognitive and affective loyalty and how each contributes to building brand loyalty over time.
- What channel choice tells us about customers: examples of how cognitive and affective loyalty can drive savings.
- Strategies hotel brands can implement: key tactics and watch-outs when thinking about loyalty today.
New research out of The Cornell Center for Hospitality suggests that post-stay engagement, for example through email messaging like surveys and requests for reviews – especially when sent from a manager – can increase direct booking tendencies, which signals an opportunity for brands to nurture a specific type of loyalty.
But how can hotel brands enhance or adapt their own programs to drive long term loyalty and engagement? In this Skift Loyalty and Subscription Summit video, Chris Anderson, Professor at Cornell University, and Geoffrey Ryskamp, Global Head of Hospitality, Travel & Leisure at Medallia, discuss findings from the research and offer tips on how to leverage post-stay engagement as part of the customer retention cycle.