Software firm Revinate has released the 2019 Guide to Hotel Loyalty, analysing loyalty programs of over 200 hotel groups to uncover industry best practices.
With the industry’s ever-changing landscape, the new free resource aims to determine the best strategy for driving repeat bookings. The guide focuses on the insights and best practices that can enable small- to medium-sized hotels and brands to drive loyal behaviour.
The ‘software as a service’ (SaaS) company analysed data from around the world to understand the economics of traditional loyalty programs. It found that hotels with less than 30,000 rooms cannot profitably support a proprietary points-based loyalty program.
After analyzing data from more than 200 hotel groups, we found that points-based loyalty programs are not as effective in driving direct revenue and boosting repeat bookings as many would believe. In fact, according to a Google/Greenberg study, the number one reason a high-value traveler chooses to book with a particular brand is customer service, not a loyalty program.
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