Industry Update
Opinion Article25 September 2017

Is A Loyalty Programme Essential In Today’s Competitive Market?

By Amanda Fox Rosowski, Group Loyalty & CRM Manager at Magnuson Worldwide

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If you want our short answer to this question it's: Yes!

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The global economy and the ability for customers to browse multiple businesses effortlessly from their phone means the world of business is more competitive than ever before. From big chain hotels to their independent counterparts, every hotel needs to entice customers to come back and stay again. How do you do that? With a loyalty program that inspires them.

With so many options on the market consumers can flit from one brand to the next. It's a business challenge that's evident across a range of sectors, not just the hospitality industry. But that doesn't make it any easier to deal with. To be a success, you want to develop a loyal customer base that will think of you first when choosing to book another reservation.

That's no easy task when there are multiple others offering room rates that can rival yours.

The solution here is to give them a reason to choose you again. A loyalty program that recognizes their custom is more likely to get customers coming back for more. We know how challenging it can be to run a successful loyalty program if you're a single, boutique hotel. After all, many travellers want to head to new destinations rather than coming back to the same place again and again. So perhaps look at joining a larger network loyalty program so that you can have the best of both worlds. 

Amanda Fox Rosowski

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