Customers are more likely to be loyal to a hotel brand if it offers them a more personalized experience, according to a recent study. The report, commissioned by Sabre Hospitality Solutions and conducted by Forrester Consulting, found that nearly two-thirds of leisure travelers and more than half of business travelers aren’t loyal to one particular brand.
In order to win that loyalty, hoteliers need to reinvent loyalty programs by utilizing customer data and incorporating technology to meet specific needs, the study said. A majority of respondents said they were willing to share personal information in order to have hotels better meet their individual preferences, but in return for deals, discount, or loyalty points, according to the Travel Market Report.
According to Customer Experience in Hospitality: Embrace Customer Data and Elevate the Guest Experience, released this week by Sabre, the relationships hotels have with guests are the greatest source of competitive differentiation, yet many hoteliers are not maximizing that relationship. To capture guest loyalty, hoteliers must reimagine their loyalty program and learn how to harness customer data and insights to create a more personalized, seamless guest experience across all channels.
Consumer attitudes toward sharing their data are evolving. According to the study, more than half of travelers are open to sharing certain types of personal information but in return expect to be offered relevant deals, discounts or loyalty points. Interestingly, travelers who are 55 and older are more willing than younger travelers to share their personal information in exchange for additional benefits.
When it comes to personal touches during the stay, the most compelling reasons cited by travelers for sharing their personal information include:
- Check-in or check-out time that fits their schedule.
- Room selection based on their preferences.
- Assistance discovering local activities and places of interest.