Fairmas hotel report: September 2013
Hotel performance August 2013 in comparison to previous year
Let’s be honest: how many bonus cards do you have in your purse or wallet? Miles & More, for example, or Payback, Shell Clubsmart, AA Transfer Plus Card, Douglas Card, Sainsburys, IKEA FAMILY, not to mention your local optician or corner baker. The hotel industry was one of the first sectors to recognise the possibilities of offering customer loyalty programmes. That was a good 25 years ago, probably an eternity in the minds of marketing strategists. We are taking a look at this phenomenon to find out whether customer loyalty programmes still represent a competitive advantage, what the risks are, if any, and how they are likely to develop over the next few years. To add substance to this important issue we spoke to the experts who know all about it: hoteliers from several countries were invited to answer our questions. We would like to offer them our warmest thank as we are well aware of just how tight their time budgets are.
We have published the complete interviews on-line.