In the current industry, the task of generating hotel loyalty is a difficult one. The behaviours, attitudes, and expectations of today’s traveller is constantly changing. Couple this with an overwhelming case of brand saturation and it’s not surprising many believe loyalty is dead. The problem is, it’s still important.
It’s no longer enough to implement a points-based rewards system or offer discounts to returning customers. The amount of places to promote and implement loyalty programs is ever increasing making the sphere more confusing for hoteliers. It’s hard to nail down exactly what will convince modern travellers to become brand-loyal again.
In this article Jordan Hollander of Hotel Tech Report unveils how hotels can give themselves the best chance of winning customer loyalty and creating a distinct brand personality.
What is the current state of loyalty in the hospitality industry?
While it may be extreme to say hotel loyalty is dead, it’s certainly not the same as it once was. The concept is alive but old tactics are dying. That is the opinion of Jordan Hollander, who says loyalty is about being dynamic and efficient in the space.
“It’s more important than ever to create a great experience because loyalty only lasts as long as a quality experience,” he explains. “There’s no amount of points that would give someone who had a terrible experience reason to come back again. I don’t think there is a strong enough offer in the market yet that can break away from the fact loyalty is about creating a fantastic relationship with your guest.”
The amount of options for travellers in the market today means hotels can not get away with run-of-the-mill strategies or playing a numbers game, says Jordan.
“In the end, we have so many different choices that if your brand isn’t built around the foundations of unique consumer insight, you’re not going to develop any loyalty.”
