Hotel loyalty is a nuanced, varying concept within the diverse hospitality industry. Hotels must create custom data-driven loyalty programs based on their individual goals and existing guest behavior. Each hotel, from an independent resort to a global chain, can develop unique loyalty strategies reflecting its distinct characteristics, target market, and brand identity. These programs can range from full reward and redeem points programs to simple private offer membership programs where guests feel like they are special.
This GAIN Hotel Loyalty Professional Service Pack was developed after several years of working with many hotel brands and properties worldwide. We found that many of these hotels had the same things in common: they didn’t have a good baseline of guest data to make the correct decisions for designing a loyalty program. Without that baseline, many hotels would guess what to do, and almost all of them overestimated the number of returning guests they had. As a result, programs would have unrealistic tier levels and perks that would be unattainable to 97% of their guests.
We found with this process, hoteliers would be illuminated to things in their business they often didn’t consider, and it helped set the foundation for strong loyalty programs that created phenomenal guest satisfaction, which helped capture more of the total guest wallet by adding on other services and activities.
The GAIN Hotel Loyalty Professional Service Pack was created so that before hotels create programs that may or may not be right for their hotel, they ensure they completely understand the guests that make up most of their reservations. It entails evaluating existing customer data, the systems currently in place today to capture that data, and other insights into guest analytics to determine the type of program that makes the most sense for your unique business environment. For hotels that already have a program in place, the process we have put in place can also audit and recommend changes to existing programs.
When it comes down to it, guests are loyal to places where they have great experiences and feel valued. Loyalty isn’t just about points and redemptions; it’s about making your guests raving fans who want to return repeatedly. This is what the service pack was designed to do.
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