Hotels Need to Rework Loyalty Programs to Capture Millennials
Photo Credit: A young female business traveler enjoys the convenience of a guest-room TV. Getty Images
Skift Take
Mobile devices and on-demand services from Uber to Seamless are creating a generation more accustomed to instant gratification then the satisfaction of working for reward, and the trend has very real implications for hotels looking to gain millennial travelers' loyalty from a young age.
The hotel guests of tomorrow will no longer be happy to collect and count their points, and wait for the distant future to redeem them for a few nights' stay.
Hotels looking to create ties with millennial travelers need to give them a taste of what loyalty with that brand means early on, and highlight experiential rewards over points-for-rooms exchanges, suggests a new Deloitte report Winning the Race for Guest Loyalty.
The report argues that because travelers te
