3 Replies Latest reply: Feb 21, 2013 11:12 PM by GemPrincess RSS

Which Hotel Brand has the Best Loyalty Program?

GemPrincess Alumni Steward Platinum 17 Reviews
Currently Being Moderated

Was reading through some of the older posts on this topic, but discovered they are archived. Given the recent events, thought this might be an interesting topic to revisit.

 

Found this interesting Travel & Leisure article that compares the various programs, and what are the best features.

 

http://www.travelandleisure.com/articles/guide-to-hotel-loyalty-programs

 

There are some pretty interesting offerings out there.

(For each location tag, you will be guided through a 3-step process to add (1) a city and a state or a city and a country, (2) a Marriott brand, and (3) a Marriott hotel.)

  • Re: Which Hotel Brand has the Best Loyalty Program?
    GemPrincess Alumni Steward Platinum 17 Reviews
    Currently Being Moderated

    More interesting comparisons of programs....

    http://boardingarea.com/blogs/loyaltytraveler/2012/10/24/best-easy-to-reach-elite-benefits-with-hotel-loyalty-programs/

    http://www.businesstravellogue.com/best-hotel-rewards-programs

     

    Here is a very interesting study done and published Jan 2013 on hotel loyalty programs

     

    http://articles.latimes.com/2013/jan/28/business/la-fi-travel-briefcase-20130128

     

    An indepth, recent study by Deloitte & Touche,

    www.deloitte.com/assets/.../us_thl_customerloyaltyPOV_012313.pdf

    "October 2012, Deloitte’s Travel, Hospitality, and Leisure practice engaged in extensive consumer loyalty research, surveying 4,000 travelers and conducting two in-depth focus groups with frequent business and leisure travelers. This research has given us deep insights into hotel guests’ travel behaviors, attitudes, and engagement preferences."

     

    "...the power that a brand can derive from a consumer base that feels an emotional commitment to that brand. This power can take many forms: less price sensitivity, a lower rate of switching to competing brands, or a cadre of enthusiastic brand advocates. Brand loyalty in this sense affords staying power in tough economic times and promotes growth during an up market."

     

     

    (For each location tag, you will be guided through a 3-step process to add (1) a city and a state or a city and a country, (2) a Marriott brand, and (3) a Marriott hotel.)

  • Re: Which Hotel Brand has the Best Loyalty Program?
    lone6star Platinum 3 Reviews
    Currently Being Moderated

    (For each location tag, you will be guided through a 3-step process to add (1) a city and a state or a city and a country, (2) a Marriott brand, and (3) a Marriott hotel.)

    • Re: Which Hotel Brand has the Best Loyalty Program?
      GemPrincess Alumni Steward Platinum 17 Reviews
      Currently Being Moderated

      I did see this thread, and almost used it as I have many other older threads to keep a cohesive discussion going, but other MIs have been complaining about 'zombie' threads, discussions that are old and archived, which this one is both.

       

      I also went looking for more studies, as the one on the MI pages really is missing many of the essentials of a study that the D&T study had.

       

      It also let you vote as many times as you like for it, so not very reliable.

       

      In reading the D&T study, I also learned alot about what they are looking at for loyalty program like the liklihood of a participant switching loyalty programs, having multiple loyalty programs, etc.  Another interesting thing is that they broke up the customers into 4 customer types like young gen x, proficient busniess travelers, senior/retired, etc, and then looked at what influenced their decisions.

       

      Based on this data, D&T advises hotel management teams though it seems Marriott does not agree with many of these other studies and choose to do their own.

       

      The other thing that was concerning was that this poll that you could vote as many times as you like, was on the vendor website so seems very suceptible to bias.

       

      Basically it would not get you a passing grade in any Research Methods class in any field, or any school.

      (For each location tag, you will be guided through a 3-step process to add (1) a city and a state or a city and a country, (2) a Marriott brand, and (3) a Marriott hotel.)

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