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Data-fuelled guide reveals best strategy to drive repeat bookings

01/24/2019| 10:59:10 PM| 中文

Points-based loyalty programs are not as effective in driving direct revenue and boosting repeat bookings as many would believe.

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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TAGS: loyalty program | customer service | Revinate | Guide to Hotel Loyalty
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