While hoteliers grapple with how to win over that 'notoriously disloyal' generation, the millennials, what's the value of hotel loyalty programs? Major hotel chains such as Marriott and Hilton, with tens of millions of members, have been using such programs for decades to inspire feelings of loyalty among guests and fend off online travel agents or OTAs.
Go to a hospitality conference or forum these days and the topic of millennials is likely to crop up, and more so at the Young Hoteliers Summit staged recently at Ecole hôteliere de Lausanne. At the heart of the issue is a fundamental question for hoteliers.
The International Hotel Investment Forum held in March (IHIF2018) presents an opportunity to sit back and take stock of where the industry is heading. As Hospitality Insights reported a year ago, the economic outlook at the time was cautious, but the pace of structural change in the industry was accelerating.
When Arnaud Bertrand and Junjun Chen finished their studies at Ecole hôteliere de Lausanne in 2008 they went on to set up HouseTrip, an alternative accommodation start-up which would compete head-to-head with Airbnb and other online travel agencies.