Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

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Major hotels vulnerable to brand disloyalty

The study, which ranks the top hotel groups and loyalty programmes in the US according to the risks associated with their greatest vulnerabilities, found that the nation's nine biggest hotel groups are likely to lose some US$10 billion in customer spending during the next year.

"The hotel industry's most valuable customers are also the savviest and demanding; hotel groups that don't understand their vulnerabilities with this audience are at substantial risk," said Stephen Beck, founder and managing partner for CG42.

The study surveyed four components of brand vulnerability, including:

1. The frequency of customer frustrations;
2. Customer sharing behaviour (i.e. the disclosure of frustrations via word-of-mouth or via social media);
3. The impact of frustrations on customer behaviour, including spending;
4. The uniqueness of those frustrations to a particular hotel group or loyalty programme.

Responses were collected, analysed, and modelled to produce a ranking of the top 9 hotel groups and loyalty programmes, from most vulnerable to least vulnerable, as follows:

1. Carlson (Club Carlson);
2. Best Western (Best Western Rewards);
3. Wyndham (Wyndham Rewards);
4. Marriott (Marriott Rewards);
5. Hyatt (Hyatt Gold Passport);
6. Choice (Choice Privileges);
7. Hilton (Hilton HHonors);
8. Starwood (SPG);
9. IHG (Priority Club).

Among the key findings from the index study were:

• The top three most vulnerable players ranked by Brand Vulnerability Score (BVS) are Carlson, Best Western, and Wyndham with projected combined losses of US$1.8 billion in traveller spending in the next 12 months;
• 79% of customers like the convenience and value of having things like internet access and breakfast included in their hotel rate;
• 64% of customers like to redeem points collected on business trips for use during leisure trips;
• 56% of customers rely on customer reviews when selecting a hotel/brand;
• 49% of customers are loyal to their preferred brand because of their experience.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)