ReviewPro-2019年培养客户忠诚度指南（英文）-2019.2-28页_3mb

2019 Guide to Building Guest Loyalty With or Without a Loyalty Program Summary

Core Content

This guide explores the evolving concept of guest loyalty in the hotel industry, emphasizing that while loyalty programs are a common tool, they are not the only way to build and maintain loyalty. It discusses the importance of understanding guest behavior, the value of loyalty, and the strategies hotels can use to enhance guest satisfaction and encourage repeat visits.

Main Viewpoints

• Loyalty is changing: Modern travelers are less loyal to hotel brands, often prioritizing price and perks over brand allegiance.
• Loyalty programs are not always effective: Some hotels offer incentives to attract members, which may not translate into true brand loyalty. There is a risk that these programs can be seen as bribes.
• Loyalty is not just about frequency: A guest who stays infrequently but spends more can be more valuable than a frequent, low-spending guest.
• Loyalty programs collect data: These programs allow brands to gather valuable information on guest preferences, which can be used for marketing and improving the guest experience.
• Loyalty is not limited to program members: Hotels can build loyalty through consistent service, personalization, and guest recognition without a formal program.

Key Information

Hotel Loyalty Programs

• Definition: A membership program that encourages repeated purchases and recognizes frequent guests.
• History: Originated in 1981 with American Airlines' AAdvantage program, followed by hotel brands like Holiday Inn and Marriott in 1983.
• Structure: Most are tiered, with higher tiers offering more benefits.
• Benefits:
  • Guest recognition and personalization
  • Increased bookings and revenue
  • Cost-effective for repeat guests
  • Enhanced data collection
  • Incentivized guest behavior (e.g., using amenities, completing surveys)
  • Community engagement and brand advocacy

Disadvantages of Loyalty Programs

• High administrative and operational costs: Managing a loyalty program requires technology, training, and staff resources.
• Potential for increased expenses: Offering discounts and perks can lead to higher marketing and distribution costs.
• Redemption costs: Accumulated points may lead to significant costs when redeemed for stays or services.
• Risk of losing authenticity: Over-reliance on incentives may reduce the perceived value of true brand loyalty.

Building Guest Loyalty Without a Program

• Staff involvement: Employees play a crucial role in delivering a consistent and positive guest experience.
• Tracking behavior: Use PMS, CRM, or loyalty software to identify and recognize valuable guests.
• Personalized perks: Offer benefits that align with guest preferences, such as free Wi-Fi, breakfast, or room upgrades.
• Consistency in service: Ensure that all staff at participating properties follow loyalty policies and deliver a uniform experience.
• Recognition of milestones: Acknowledge guests on their fifth stay or other significant milestones with special treatment.
• Customized communication: Use guest data to send relevant and personalized offers.
• Feedback collection: Solicit input from frequent guests to improve services and policies.
• Joining loyalty networks: Smaller hotels can affiliate with third-party networks or soft brands to gain access to loyalty benefits.
• Leveraging technology: Use CRM systems, guest messaging software, and feedback tools to enhance guest engagement and experience.

Analyzing Guest Feedback

• Tools like ReviewPro: Help hotels analyze guest satisfaction and identify areas for improvement.
• Post-stay surveys: Used to boost loyalty program signups and assess how well hotels deliver on promises.
• Corporate guest satisfaction: Important for hotels with negotiated contracts, as these guests are a key revenue source.
• Auto Case Management: Enables quick follow-up on guest feedback, especially for loyalty members.
• Guest Messaging Hub: Allows direct communication with guests through multiple channels, offering priority service to loyalty members.
• Global Review Index™ (GRI): A tool used to measure and benchmark online reputation across 175 OTAs and review sites in over 45 languages.

Conclusion

While loyalty programs remain a popular strategy for hotels, the guide suggests that they are not the only way to build loyalty. Hotels must focus on delivering consistent, personalized, and meaningful experiences to truly foster guest loyalty. Additionally, leveraging technology and analyzing guest feedback are essential for understanding and improving the guest experience. The ultimate goal is to create a lasting emotional connection with guests that drives repeat business and enhances the hotel's reputation.