2 Replies Latest reply: May 16, 2009 9:18 PM by anadyr RSS

The survey says

Alumni Steward Platinum 8 Reviews
Currently Being Moderated

A recent survey done for Colloquy, provides the following statistics on hotel loyalty programs: 

 

Membership 2006 92,463,000 (published)

Membership 2008 161,896,000

Percentage Change +26% (adjusted)

2007 Growth Projection  up

2009 Growth Projection  up

 

 

The white paper summarizes the state of play as follows:

 

The Hotel industry as a whole absolutely cratered in the second half of 2008, with steep declines in RevPAR and room demand driven by cuts in corporate business travel. 2009 will probably be worse, at least in the first half of the year. Bad times inevitably lead non-believers in the Finance department to cast a skeptical eye on Hotel loyalty programs, and we may thus see a short-term reduction in program funding by some big players. Despite these pressures, however, the industry is united in its belief that reward programs continue to offer the best platform for retaining profitable customers. When the rebound occurs, pent-up demand for business travel will see Hotel program operators leading the charge to build value-added customer relationships. 

 

If you are interested in reading the entire white paper (registration required to enter the site)  go to:  www.colloquy.com 

  • Re: The survey says
    tjcnewyork Platinum
    Currently Being Moderated
    The Loyalty Marketing Census is fascinating. Thanks for the tip.

    (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: The survey says
    Alumni Steward Platinum 8 Reviews
    Currently Being Moderated
    A tug of war between bean counters and loyal customers normally results in the cutters winning but I do not foresee Marriott dropping the program unless there is a major shift downward in occupancy and in other competitors dropping their programs (also unlikely)

    (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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