October 23, 2018

Shifting loyalties: Hotel rewards programs evolve


As the hospitality industry has simultaneously ballooned and consolidated, rewards programs have been forced to evolve.

With pressure coming from OTAs, home-sharing platforms and an unprecedented level of brand proliferation, the global hospitality market has never been more competitive. As a result, earning customer loyalty has also never been more challenging, and hotel companies are pulling out all the stops in their efforts to attract repeat guests and drive direct bookings.

Once a relatively straightforward concept, with hotels offering guests points with each stay and guests then able to redeem points for free nights, loyalty programs have changed significantly in recent years, growing larger in size and broader in scope.

They’re also more ubiquitous than ever. According to the 2017 J.D. Power Hotel Loyalty Program Satisfaction Study, the average hotel guest is a member of 3.25 hotel programs.

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