Unlocking the New Loyalty Opportunity for Independent Hotel Brands

The hospitality industry continues to make great strides toward recovery, but the old adage that “a rising tide lifts all boats” isn’t ringing true for many independent hotels. While large hotel chains are reinforcing their bottom line with loyalty programs that offer lifestyle rewards, smaller brands are struggling to compete. 

In order to meet evolving consumer expectations for personalized offers and authentic experiences, independent hotels need to find a way to harness first-party data, empower guest recognition, extend their marketing reach, and drive incremental revenue. 

In this three-article report, Skift and Global Hotel Alliance teamed up to explore how independent hotel brands can reimagine loyalty to bolster repeat business, improve operations, and maximize revenue without losing their individuality and authenticity. 

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In this report:

• Understanding the true value of loyalty in today’s hospitality landscape
  
• How smaller brands and hotel groups can ramp up sales, marketing, and distribution to compete with larger chains
  
• How joining a global loyalty program network empowers independent hotel brands to make better business decisions
  
• Why plugging into a loyalty platform that connects with a hotel’s existing technology ecosystem doesn’t need to be complex and expensive
  
• A breakdown of the engagement strategy underpinning Global Hotel Alliance’s revamped GHA Discovery program