Loy­alty Pro­grams Boost Fre­quent Guests’ Stays

Business Traveler (USA) - - LOYALTY -

Well de­signed ho­tel loy­alty pro­grams en­cour­age fre­quent guests to be­come even more fre­quent, ac­cord­ing to a new study from the Cen­ter for Hos­pi­tal­ity Re­search at the Cor­nell School of Ho­tel Ad­min­is­tra­tion.

In the study,“As­sess­ing the Ben­e­fits of Re­ward Pro­grams: A Rec­om­mended Ap­proach and Case Study from the Lodg­ing In­dus­try,” re­searchers found a sub­stan­tial jump in rev­enues when gue guests joined the Stash fre­quent guest pro­gram at two grou groups of in­de­pen­dent ho­tels.

“The in­ter­est­ing thing here is that the aver­age daily rate paid by the loy­alty-pro­gram guests in­creased only mod­estly, and it was the in­crease in the num­ber of an­nual room-nights that caused the rev­enue in­crease that we no­ticed,” notes one of the re re­searchers, Michael McCall, who is a pro­fes­sor at Ithaca C Col­lege and a vis­it­ing scholar at the Cor­nell School of Ho­tel A Ad­min­is­tra­tion.

To lear learn more about the cen­ter and its projects, visit chr. cor­nell.ed cor­nell.edu.

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