Hotels are experiencing a major shift in traveler behaviour, including the most recent demands from guests.
NB: This is an article from TravelBoom
In our latest Leisure Travel Trends Study, we recognize the importance of loyalty programs for hotels. Just one year ago, less than half of leisure travelers surveyed indicated loyalty programs would influence their booking decisions. One year later, that number has increased to 65%.
What does this mean for hoteliers? It’s simple. Guests are looking for the best hotel rewards program available.
The data from the study also found the following:
- The age groups that respond best to a loyalty program
- The number of hotel rewards programs a typical leisure traveler uses
- The types of benefits travelers demand from a loyalty program
- What an independent hotelier can do today to create a compelling hotel rewards program
Hotel Loyalty Programs: By Age Group
We observed several interesting behavior differences between age groups – particularly related to technology usage and social media engagement. However, when it comes to hotel loyalty programs travelers from ages 18 to 80 agree. All guests are searching for the best hotel rewards program available.
Hotel Rewards: Not a One-Size Fits All
Based on respondent data, we found that 72% of travelers are a member of at least one hotel rewards program. On average, leisure travelers noted they were a member of 2.3 loyalty programs for hotels.
Good News: This suggests travelers are open to participating in multiple memberships, particularly if the barrier to entry is low. Hotel points programs provide an easy opportunity for an independent property to establish loyal customers.
The competition is large for hotel loyalty programs, though, as guests now expect more incentives than ever before. VRBO recently unveiled its One Key Loyalty Program where a traveler can earn perks and rewards across VRBO.com, Hotels.com, and Expedia.com. It’s clear that OTAs, as well as major hotel brands are putting significant resources behind creating the best hotel rewards program possible. Independent hoteliers and other small management groups should pay close attention to the competition and work to engage potential guests – or risk leaving money on the table.
