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30 Oct 2014

Hotel Loyalty Is Growing Business-Are You In?

Independent hotels and hotel chains continue to realise the benefits and potential that a good in-house loyalty program can offer them. This month alone, at Arcovo Hotel Loyalty we have signed eight new hotel clients.

So why are these properties engaging in their own loyalty card program? Well, because we are using cutting edge technology to bring the relationship between hotelier and guest to a new level..

For more check out our 5 Essentials of Hotel Loyalty

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26 May 2014

Cornell University, Assessing the Benefits of Reward Programs

Hotel Loyalty Program Software

 

Assessing the Benefits of Reward Programs – A Recommended Approach and Case Study from the Lodging Industry

Assessing the Benefits of Reward Programs – Two groups of independent hotels experienced an average 50-percent increase in annual revenue when customers joined their hotel loyalty programs, almost entirely due to an increase in patronage. These guests were already the hotels’ best customers, but the number of annual room-nights they purchased increased by an average of 50 percent after they joined the program.

On the other hand, ADR for the loyalty program guests increased modestly (1 percent for one hotel group and 5 percent for the other).

The analysis compared customer behavior of matched pairs of hotel guests, where one member of the pair had enrolled in the hotels’ loyalty program and the other had not. By identifying matched pairs of the guests before enrollment, the analysis could record the differential in behavior of guests after one member of the pair joined the loyalty program.

In addition to documenting measurable financial effects from the hotels’ reward program, the report demonstrates a logical way to evaluate program effectiveness with the paired customers approach.

As you can see from these results gained from assessing the benefits of reward programs that Hotel Loyalty Programs can create a dramatic increase in business.

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