marketingeHotelier··1 min·For: Owner, GM, Marketing, Revenue, Investor
Rising Hotel Loyalty Numbers May Mask Declining Affinity
While global hotel loyalty memberships are surging, experts caution that this growth reflects enrollment overlap rather than true brand devotion, urging owners to choose brands based on more than just program size.
Key Takeaways
- 1Distinguish between massive membership growth and actual brand affinity, noting that many travelers hold memberships across multiple competing chains.
- 2Focus on localized value and personalized guest experiences rather than relying solely on the distribution power of a brand's loyalty program.
- 3Evaluate brand selection based on how well the loyalty framework aligns with specific property demographics and operational goals.
Source: eHotelier
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