Millennials Make Hotels Rethink How They Do Loyalty Programs
The average hotel guest across the U.S. tends to be getting younger and more mobile in terms of device choices, and that's a challenge for hotels.
With brand loyalty ebbing as the age of the average guest skews younger, winning a hotel booking is becoming an increasingly rough and tumble endeavor.
That’s one of the sobering conclusions hoteliers will have to consider from a just-released white paper, “Who’s Sleeping With You? Detailed Look Into the U.S. Online Hotel Guest,” written by Henry Harteveldt, travel industry analyst for Hudson Crossing, using data from Adara, which helps hotel brands leverage Big Data to target prospective guests.
The study found that 40% of U.S. travelers who book on hotel websites belong to that hotel’s loyalty program at an elite level, and that they have wandering eyes: They average nine searches of other brands.