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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Loyalty schemes are still meaningful in travel decisions

Hotel loyalty programs remain significant drivers of choice

For 74% of travellers, a brand's loyalty program is the significant factor in determining where they stay. And more than 70% of survey respondents rated Best Western Rewards (BWR) as their preferred loyalty program, according to an insight report commissioned by Best Western Hotels & Resorts.

Travellers polled as part of the study overwhelmingly agreed that the ability to earn points that never expire is a key benefit of a loyalty program, making a significant impact on their booking decisions. Similarly, when asked about the most negative aspect of a loyalty program, nearly one-third of respondents cited expiring points as their single-most frustrating factor. In addition, more than half of respondents indicated that they save their points for dream vacations, further underscoring the importance of points not expiring.

A staggering ninety-eight percent of respondents indicated that they have used earned points to book hotel stays.

Nearly 90% of respondents indicated that receiving instant rewards was a key feature and benefit. As part of the BWR refresh last year, members now receive instant rewards with each and every stay.

Amidst today's increasingly competitive hotel landscape, travelers are simplifying and channeling their loyalty, relying on fewer programs for their booking needs. This trend further amplifies the importance of brand trust and reputation.

Forty-one percent of study respondents indicated that customer loyalty is bolstered by delivering successful guest experiences with each stay. Another 20% of respondents pointed to having hotels in locations where they travel as an important factor influencing loyalty.

Brand trust and location topped all other factors affecting loyalty, including points earning potential.

"The results of this study confirm that loyalty programs remain a meaningful, driving factor in customer consideration of hotel brands," said Dorothy Dowling, senior vice president and chief marketing officer for Best Western Hotels & Resorts.

Sources: Best Western Hotels Resorts / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)