Luxury Hotel Loyalty Programs Are Missing Out on Experiences
Photo Credit: The Mandarin Oriental Milan. Mandarin Oriental and other luxury hotel brands are investing in loyalty programs even as the luxury hotel landscape becomes more consolidated. Mandarin Oriental
Skift Take
... But we have a feeling that things are certainly shifting in that area as more luxury brands see themselves as "experience platforms."
While 75 percent of luxury hotel loyalty programs offer free-night stay rewards, only 35 percent offered other experiences as rewards, according to a new report from Gartner L2 that examines the state of loyalty programs for luxury hotel brands.
The report, "The Loyalty Landscape After a Year of Mergers and Data Privacy Concerns," examined a total of 49 luxury hotel brands and their respective loyalty programs, 10 of which are multi-brand, like a Marriott Rewards or World of Hyatt. The report also looked at 10 that are single-brand programs, like Mandarin Oriental or Warwick, or part of an independent hotel collection, such as Leading Hotels of the World of Small Luxury Hote
