CUSTOMER LOYALTY PROGRAMS FOR THE HOSPITALITY INDUSTRY AND THEIR IMPLICATIONS ON HOTEL REVENUES

Andreea Marin-Pantelescu, Monica Ioana Toader and Sorinel CÃPU?NEANU

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2019, vol. 13, issue 1, 367-373

Abstract: The privilege of being part of a select community determines the business and leisure tourists to become loyal to a certain brand. Their attachment towards the certain brand is followed up by the customer relationship management department. The article in question proposes a research within a five star hotel in Romania that had implemented a loyalty programme for their customer-base. The aim is to assess the correlation between the loyalty programme and the hotel’s revenues. It is observed that the staff recognised me by my name, an attribute of self-esteem, is in the top of client’s preferences that are a part of the loyalty programme of the analysed hotel, closely followed up by upgrades when available. Furthermore, the total of nights spent by the loyalty programme members is 30% out of the total nights spent in an entire year, and the revenue generated by them represents 30-35% of the total revenues of the hotel in question.

Keywords: competitive business; customer incentives; loyalty programs; personalized offers; profit (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:13:y:2019:i:1:p:367-373

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