Marriott Shows Strength in Loyalty But Skift Research Underscores Hospitality’s Challenges
Photo Credit: Analyses can attempt to determine which loyalty programs are the most successful, but the road to true customer loyalty is not a straightforward path (Furka Pass, Switzerland). Unsplash / Nigel Tadyanehondo
Skift Take
Consumer sentiment towards the majority of hotel loyalty programs has been improving over the past five years and the breadth of programs is also growing, but the path to real customer loyalty isn't that simple.
The road to real customer loyalty is not a straightforward path. Today, there are completely contradictory data points as well as ongoing debates regarding the overall success of loyalty programs, the value they create, and their ability to drive true loyalty.
Our latest research report, Perspectives on Hospitality Loyalty Programs 2018: A Challenging Road for Real Customer Loyalty, attempts to reconcile all of the differing perspectives of three key stakeholders: hotel brands, hotel owners, and consumers.
Here, we offer two analyses evaluating the success of hotel loyalty programs. The first ranks the programs according to seven quantitative metrics, while the other takes a look at consumer sentiment according to commentary posted on various online platforms. Both analyses rank Marriott as the most successful loyalty program currently, but, after that, differences arise, suggesting there is definitely room for improvement among all of the programs.
We launched last week the l
