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Hotel Loyalty in Europe: How Incorporating Loyalty with Policy Can Boost Traveller Compliance and Satisfaction

Description
The issue of business travellers booking out of policy is one that has plagued travel managers for years. While most business travellers book outside of preferred channels for convenience or pricing, the fact remains that loyalty status and rewards serve as a major deciding factor in the booking process. With the value of loyalty programmes being unlikely to change, if not increase, this research aims to understand how travel managers can work with hoteliers to use loyalty programmes for mutual benefit. Key questions include:

1. Under what circumstances will travellers book outside of preferred providers?

2. How is hotel loyalty currently incorporated into travel programmes?

3. How involved are travel managers in promoting hotel loyalty programmes?

4. What gaps exist between what is provided through contract negotiations with hotels and what travellers value in hotel loyalty memberships?

5. How interested are travel managers in enrolling in a corporate hotel loyalty programme1, and what would motivate travellers to book with one?
Resource
Hotel Loyalty in Europe - Summary of Findings.pdfHotel Loyalty in Europe - Summary of Findings.pdf845 KB
Author
GBTA
Publisher
GBTA
Publication Year
2019
Resource Type
Research
Language
English
Topics
Hotels
Subjects
Loyalty programs, Preferred hotel programs

Resource Details

Paul Yachnes
Paul Yachnes
Average Rating:
Date Modified: Jan 30, 2019
Category: GBTA Resources