Recently, hotel chains were grateful to their loyalty programme which managed to maintain a solid block of clientele in the middle of the crisis by securing the link with their best clients. For some brands, the ‟card bearers” account for up to 60% of their occupancy rate and their expenses are larger than those of the ‟regular” clients. Therefore, it is vital to maintain and stimulate loyalty. But when all the major chains have a loyalty programme how is it possible to be really different? And if loyalty is a good way to save on expenses to gain new clients, it has also its own cost, yet pretty heavy. Is the result worth the effort?
