The World of Luxury Tours and Activities
Photo Credit: The Chedi Club Tanah Gajah Dining Experience. Experiences don't feature too heavily in luxury hotels' loyalty programs. The Leading Hotels of the World
Skift Take
Experiences are becoming a much bigger part of the travel industry and luxury hotels are adding them to their portfolios. The next stage is connecting them to their loyalty programs.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
Travel brands are jumping all over the tours and experiences market, but those at the luxury end aren’t necessarily capitalizing on the trend.
A new report from Gartner L2 shows that only 35 percent of luxury hotel loyalty programs offered other experiences as rewards. That seems pretty measly compared with the 75 percent that offered free-night stay rewards.
Investing in a loyalty program is a considerable expense, especially for independent hotel groups, and the offering is often limited. In the coming years, we should expect this number to rise as high-end hotels put more money into additional products and marketing.
Tying this into a loyal
