The pandemic forced hospitality companies to get smarter about using their loyalty programs to engage with customers — even when those customers aren’t traveling or staying at their properties. Now that travel is rebounding, building and retaining trust with customers is more important than ever. With an increased focus on the customer experience and journey beyond the hotel stay, companies are reimagining points programs and loyalty efforts with the aim of deepening relationships with past and future guests and capturing market share.
Hotels are responding to evolving guest needs and expectations with strategic partnerships, new types of perks, more personalized engagement with program members, and co-branded payment cards. Above all, enabling new and more experiences is critical to the long-term health and sustainability of hotel loyalty programs, especially as the line between business and leisure blurs.
By creating a rich world of unique benefits, services, and experiences — and helping customers more easily earn and redeem points, even when they’re not traveling — hospitality companies are positioning themselves as everyday lifestyle brands as opposed to infrequent accommodation experiences.
Ultimately, loyalty is about forging an emotional connection with customers and making them feel welcomed, special, and recognized as unique individuals.