News

Travellers Use Hotel Loyalty Programmes to Get Instant Perks and Rewards

Travellers Use Hotel Loyalty Programmes to Get Instant Perks and Rewards

Many travellers are members of multiple loyalty programmes, and the role of these programmes is often insignificant when choosing between different hotels, a new study from the University of Eastern Finland shows. Tourists use loyalty programmes when it is convenient and when they offer instant perks and rewards.

 

Traditionally, loyalty programmes are regarded as one of the best ways to increase customer loyalty and cash flow. Many tourism sector operators – and many hotel chains in particular – have their own loyalty programmes. These programmes seek to enhance customer satisfaction and to commit customers to a single chain or company. Earlier studies have shown that loyalty programmes can be beneficial for hotels, but they need to be designed properly.

 

Business and Leisure Travellers Have Different Wishes

The study found that business and leisure travellers have significantly different preferences regarding the perks and rewards offered by loyalty programmes, and their preferences were also affected by travel frequency. The more leisure travel a person undertakes per year, the more important the level of the room becomes. For frequent business travellers, on the other hand, convenient location and good customer reviews are less important than for occasional business travellers. Furthermore, leisure travellers turn to loyalty programmes for instant rewards, whereas business travellers tend to accumulate perks over a longer period of time.

 

“Our findings highlight the importance of designing loyalty programmes for different traveller types. Business travellers look for different things than leisure travellers, and those travelling a lot look for different things than those travelling less frequently,“ said Juho Pesonen, Research Manager, University of Eastern Finland. “Loyalty programmes should be designed to cater to the needs of frequent travellers. “This way, it is possible to avoid a situation where travellers sign up for multiple loyalty programmes to get instant rewards.”

 

The study was carried out in co-operation between the University of Eastern Finland and the Finnish hotel chain Lapland Hotels. A total of 1,315 people responded to the survey.

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News

NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 52 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 42 years.

More in News

Coach Arrives at The Loop, T2, Dublin Airport

Neil SteedmanMarch 24, 2019

The Europe Hotel Wins Award for ‘Hotel Spa of the Year’

Michael FloodMarch 22, 2019

What Travel Agents Should Know When Booking Families with a Child Who Has Autism

Neil SteedmanMarch 22, 2019

British Airways B747 Gets Heritage Livery

Michael FloodMarch 21, 2019

World ATM Congress in Madrid

Michael FloodMarch 21, 2019

Atlantic Joint Venture: a Partnership of Air Canada, Lufthansa Group and United Airlines

Ian BloomfieldMarch 21, 2019

Cathay Pacific Wants to Increase Flights from Dublin to Hong Kong

Michael FloodMarch 21, 2019

Uniworld Releases Renderings of New Ship on the Mekong

Michael FloodMarch 21, 2019

Cork Airport Rolls Out the Sunflower Lanyard

Michael FloodMarch 21, 2019

Copyright © 2019 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland