Loyalty loop
Have we all become promiscuous comparison shoppers, surfing to find the best deal? Indeed, recent studies have suggested a decline in consumer loyalty to travel brands[1]. But not so fast. Based on a recent Market Metrix study into the behaviors of travelers over the past 6 years, results revealed that customer loyalty[2] has increased 14.3% (from 56% to 66%). Loyalty increased in each and every year. - See more at: http://corp.marketmetrix.com/part-1-keep-customer-in-a-virtuous-loyalty-loop/#sthash.yDeLyl9c.dpuf
Members of guest loyalty programs are considerably more loyal compared to non-members (76% vs. 51%). Elite members were even more devoted, with 88% of these special guests pledging their future business to the brand. And members of these programs are more likely to recommend the hotel, spend more per room, and are less sensitive to price increases compared to non-member guests. Keeping customers in a virtuous loyalty loop is critical to spur both brand advocacy and sales. Hotels are catching on and providing better experiences, improving overall guest satisfaction and boosting loyalty. Stay tuned for part two of our Loyalty Program series where we will examine why loyalty programs are getting even bigger, how they are driving guest retention and which segments tend to have the most compelling programs.Â













