According to a Harris Interactive poll quoted by the CMO Council’s New Customer Experience Board*, "Eighty percent of consumers will never go back to an organization after a negative experience". Given the 80/20 rule that 80% of your business comes from 20% of your customers, guests staying with Marriott on business are more than likely to factor into the 20%.
Connecting the dots, it's no surprise that a whopping 88% of the respondents to the Insiders poll respond affirmatively to the question about extending business travel for leisure. More than a month has elapsed since the Global Rate Break promotion ended offering 20% reduced rates on standard rooms Thursday through Sunday. Yet, as the graph below shows, the 88% remains constant.
What about combining Global Rate Break and Elite Rollover plus Double Nights and Megabonus into a Global Megabonus as a platform to reach out via e-mail to all Marriott Rewards members as a 'Thank you' for continued loyalty to Marriott? Not only will this drive business but also drive membership in Marriott Rewards.
For example, make it really simple to qualify for Global Megabonus with a minimum of one night. This will generate leads to upsell with other offerings including the Marriott Visa and timeshare. One objective is retain the high percentage of loyal members and invite more of their business as well as to provide an opportunity for disappointed members to give Marriott another chance while reaching out to new members.
I'm quite confident that the Global Rate Break contributed to the 100% occupancy at JW Desert Springs and Desert Springs Villas I and II over the July 4th holiday weekend. Even then, these properties had to turn away walk-ins. Why not aim for 100% occupancy every weekend? Make it easy, Marriott. Does anyone agree?
There is definite truth to this. Eight years ago I took a cruise on NCL and didn't have the best time, mostly because the buffet area was very small and crowded and the overall appearance of the ship wasn't great.
From that day I never took another NCL cruise although I have taken a dozen since, mostly on Royal Caribbean and Holland America (courtesy of Marriott).
I know that NCL is a good line and has new ships, but I can't seem to shake that one bad experience. One day I will board them again and know I'll really like it. The hardest part is taking the first step.