Customer loyalty in the hotel industry, traveler survey findings
Just 8% of travelers surveyed in October by Deloitte say they're loyal to the same hotel brand. Only 14% say they're loyal to the same airline.
How loyal are travelers to airlines or hotels? Not much, a new survey by Deloitte says. Just 8% of travelers surveyed in October by the professional services firm say they're loyal to the same hotel brand. Only 14% say they're loyal to the same airline.
In October 2012, Deloitte’s Travel, Hospitality, and Leisure practice engaged in extensive consumer loyalty research, surveying over 4,000 travelers and conducting two in-depth focus groups with frequent business and leisure travelers. This research provides deep insights into hotel guests’ travel behaviors, attitudes, and engagement preferences.
In its report, "A restoration in hotel loyalty: Developing a blueprint for reinventing loyalty programs", Deloitte explores how to increase the effectiveness of loyalty programs. The research points to two over-arching and compelling conclusions: