Hotel Loyalty and the Next Generation of Guest Personalization
Photo Credit: Starwood builds in extra digital and mobile capabilities for its SPG members. Starwood Hotels and Resorts
Skift Take
Hotel loyalty programs are facing a period of dramatic change, driven by recent devaluations of member points and picky travelers that are less loyal than ever.
Last week we released the latest report in the Skift Trends series, The Future of Hotel Loyalty 2016.
Below is an extract. Get the full report here to get ahead of this trend.
One bedrock of building more long-term, “relationship-focused” loyalty relies upon hotels offering more personalized, customized experiences for loyalty travelers.
This can take on a number of different forms. At the high end, large chains like Starwood provide their most-valued guests with “ambassadors” who serve as a personal liaison for customer questions during their stay. At the lower end, this typically involves using technology, databases and social media to keep track of customer preferences and personalize guest experiences during customer interactions.
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