"Travel in the young is part of education, in the elder a part of experience." Francis Bacon made this observation in the 17th century, and it resonates now. Travel today is a highly aspirational, emotional, and educational experience. However, today's experience is largely a digital one, which is evolving our roles as hoteliers and marketers at the very pace of innovation. We must constantly use people-based marketing to re-imagine how we connect with travelers and inspire them to connect in return. There is much in play to win the hearts, minds, and spend of the digital or so called "connected" traveler, who controls an estimated $180B global stay spend on hotels, vacation rentals, and packages. Hotel companies, via their loyalty programs, have the opportunity to become the hub for the self-service, end-to-end experience of the connected traveler... Read more
Loyalty Programs and Leisure Travelers: How Can Loyalty Close the Engagement Gap in Leisure Travelers?
Spend-based travel programs are inherently, and effectively, focused on high-value business travel customers who tend to be less price-sensitive than their leisure counterpart. However, a significant portion of guests/passengers in the travel and hospitality industry fall outside of the business segment—with 3 out of 4 domestic trips taken for leisure purposes. Because of the sheer size of this untapped segment, your loyalty program could contribute more to the bottom-line by effectively engaging these overlooked customers. LOYALTY’S FOCUS TODAY: THE BUSINESS TRAVELER. The U.S. travel industry was worth a whopping $947 billion in 2015 (according to the U.S. Travel Organization), with high-frequency and high-spend business travelers... Read more
Enter your email address recieve notifications of new posts