2019年关于建立顾客忠诚度的指南（英文版）_26页_3mb

2019 Guide to Building Guest Loyalty With or Without a Loyalty Program Summary

Core Content

This guide explores the concept of guest loyalty in the hotel industry and examines whether loyalty programs are still effective in fostering customer loyalty. It discusses the evolving nature of loyalty, the role of incentives and rewards, and provides actionable strategies for hotels to build loyalty both through formal programs and alternative methods.

Main Points

1. What is Loyalty Today?

• Loyalty is often confused with bribes as many hotels offer instant discounts and benefits to encourage sign-ups before guests even stay.
• Travelers are less loyal to hotel brands than in the past, prioritizing price and perks over brand allegiance.
• Brand loyalty involves emotional connection and repeated business, even at higher price points.

2. Hotel Loyalty and Its Value

• Loyal guests are those who choose a specific hotel or brand repeatedly.
• Not all guests are equally valuable: frequent but low-spending guests may be less valuable than infrequent but high-spending ones.
• Direct bookings from loyal guests are more profitable and cost-effective than OTA bookings.

3. Loyalty Programs Overview

• Loyalty programs were once exclusive, but now many hotels invite guests to join on the spot.
• These programs offer points, rewards, and benefits, and can be tiered to provide increasing value.
• Data collection is a key benefit of loyalty programs, enabling personalized experiences and targeted marketing.

4. Travelers' Attitudes Toward Loyalty Programs

• 30% rarely join loyalty programs, while 46% join only relevant ones.
• 86% are willing to complete questionnaires for personalized offers.
• Younger travelers are more likely to join and show growing loyalty, challenging the myth that millennials are not brand loyal.

5. Pros and Cons of Loyalty Programs

Advantages:

• Guest Recognition: Identify and reward frequent guests.
• More Bookings: Loyalty members are more likely to return.
• Lower Costs: Attracting repeat guests is cheaper than acquiring new ones.
• Incremental Revenue: Loyal guests spend more on additional services.
• Rich Data: Build detailed guest profiles and track preferences.
• Personalization: Tailor communications and offers.
• Incentivized Behavior: Encourage specific guest actions.
• Community Engagement: Involve top members in feedback and social media.
• Group and Corporate Business: Attract business travelers and event planners.

Disadvantages:

• High Administration Costs: Require technology, training, and labor.
• Marketing and Operational Costs: Incentives and perks can increase expenses.
• Redemption Costs: Rewards can reduce revenue from paying guests.
• Potential for Misuse: Members may redeem points at more desirable properties.

Key Strategies to Build Guest Loyalty

12 Ways to Build Guest Loyalty

1. Involve Staff: Train and empower employees to recognize and reward loyal guests.
2. Track Behavior: Use PMS, CRM, or loyalty software to monitor guest activity.
3. Offer Special Perks: Provide benefits like preferred rates, upgrades, and personalized services.
4. Offer Options: Cater to different guest preferences with varied rewards.
5. Offer Best-Rate Guarantees: Ensure loyal guests get the best available rates.
6. Be Consistent: Maintain a consistent experience across all properties.
7. Recognize Milestone Stays: Acknowledge special occasions or frequent stays with gestures of appreciation.
8. Customize Communications: Use guest data to send relevant and personalized offers.
9. Respect Privacy: Ensure that guest communications are meaningful and compliant with regulations.
10. Solicit Feedback: Involve frequent guests in shaping new services and policies.
11. Join a Loyalty Network: Consider affiliating with third-party networks or soft brands if a formal program is not feasible.
12. Leverage Technology: Use CRM, guest messaging, and feedback tools to enhance guest experience and loyalty.

Analyzing Guest Feedback for Loyalty Insights

• ReviewPro helps hotels analyze guest feedback to understand what drives loyalty and dissatisfaction.
• Post-stay surveys can boost loyalty program signups and track performance.
• Corporate guest satisfaction can be monitored through customized surveys and dashboards.
• Auto Case Management enables quick follow-up on guest feedback and ensures VIP treatment.
• Guest Messaging Hub allows direct communication with guests via multiple channels, enhancing service and engagement.

Conclusion

While loyalty programs can be effective in building guest loyalty, they are not the only way. Hotels can also focus on personalization, consistency, and exceptional service to foster loyalty. The key is to understand guest behavior, track their preferences, and use data to improve the guest experience. By combining incentives, rewards, and technology, hotels can build strong, lasting relationships with their guests.