8 Top Executives Say Where Hotel Loyalty Is Headed Next
Photo Credit: A rendering of guest room at a future Cambria hotels & suites property in Chicago. Hotel loyalty programs are becoming an increasingly vital part of hotel companies' strategies. Choice Hotels International / Choice Hotels International
Skift Take
We're calling 2017 as the year when loyalty becomes an even bigger focus for hotels, if it isn't already. Why? Because there's no better time than now to try to capture a consumer's loyalty, or to engage with them, even if the landscape is becoming a lot more competitive, and consumers, overall, aren't quite as "loyal" as they used to be.
For hotel companies, loyalty isn't just about repeat business or just about getting more direct bookings. It's a unifying strategy that, for many, is absolutely crucial to the short- and long-term success of their businesses.
This year, in particular, we're seeing an intense focus on loyalty from the hospitality space. Now that Marriott is 30 brands strong, and in the process of integrating Starwood Preferred Guest (SPG), Ritz-Carlton Rewards, and Marriott Rewards all together, there's no better time than now, both for Marriott and its peers to focus on revamping their programs, and making them even more appealing to consumers.
Hilton just announced four new features to its Hilton Honors program. Hyatt is launching the new World of Hyatt program next month. Shortly after Marriott completed its acquisition of Starwood, Wyndham Rewards made an unsuccessful play for SPG members, following a year during which the program garnered plenty of praise for its more straightforward approach
