About this reportAbout the market:Although nearly as prevalent as airline frequent-flyer programmes, the frequent-guest programmes of the major hotel chains have never achieved the same hold on customers.
Although it is possible for most frequent flyers to achieve ‘Elite tier’ status in more than one airline programme, the required customer engagement – and subsequent customer value offered – is greater than an easily switched and closely replicated hotel loyalty programme.
There are admittedly some fundamental product differences that provide greater challenges to hotel marketers.
But much of the customer indifference can be explained by the programmes’ simplistic value propositions and superficial direct-marketing approaches to what could and should be highly individualised and interactive relationships with best customers.
Indeed, in some ways, such programmes would seem to be a zero sum game for the chains which operate them.
The major chains are all chasing the same select group of essentially business travellers who spend at least 20 nights a year in hotels.
About Mintel’s research:Published as part of Mintel’s “Travel and Tourism Analyst” (TTA), “Hotel Loyalty Scheme” combines the latest tourism data from the most authoritative sources with Mintel’s own unique and independent analysis.
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