There’s plenty of opportunity for hotel managers to recruit consumers to a loyalty program. Oracle Hospitality researched hundreds of frequent hotel guests and 59% said they do not belong to any guest loyalty program at all. These five top tips from Oracle will help you build a program that will keep your customers coming back for more.
- Let your customers choose their rewards. It’s the first rule of the hotel trade; make your guests feel special. We found that almost two thirds (61%) of guests are interested in choosing from a variety of discounts and perks. If you let your customers choose from a range of rewards they will feel personally invested in your program.
- Allow your customers to personalise their stay. We found that 57% of guests want to customise their stay with options of room choice, newspaper or a different checkout time. More than half (54%) said they would like to earn the chance to upgrade their room.
- Offer points for social interaction. If your guests enjoy using social media, why not reward them for it? Worldwide, 43% of millennials say they are interested in earning points for sharing their guest experience on social media, while a fifth (22%) of guests over 50 say they’re interested too. Why not develop a program for different customer demographics?
- Be redeemable. A major barrier to loyalty participation is the perception it takes too long to earn rewards. Indeed, nearly a third (29%) of guests say they don’t join for this reason. If your customers only ever earn points for little reward they will lose interest.
- Be reliable. Loyalty initiatives should be ‘sticky’. You want your members to depend on your rewards. Once customers enroll in a hotel program, they demonstrate loyalty to your brand and you should try your best to reward them. Across our global research, we found a pattern of repeat business evident among all loyalty members. This is because hotel brands offered them something they could count on.