Loyalty programmes seem to be everywhere these days extending to all facets of consumerism. What has changed and what has made them so popular? More and more hotels see the advantages of offering rewards and are teaming up with other service professionals and retailers to create more attractive programmes.
Frequent flyer plans emerged on the scene a while back and since inception, have often been viewed as more troublesome than they were worth. Blocked out flying dates and ever higher to achieve mile limits made them popular only with frequent business travellers. The nominal increase in air travel did not stir up much interest as predicted because consumers did not believe there would be many savings to be made by signing up.
Hotel costs, however, have increased much more dramatically in the past few years than air travel. According the PricewaterhouseCoopers, the average daily rate charged by US hotels jumped 16 percent while in New York the increase was a whopping 34 percent. As a result, reward programmes offered by hotels became much more popular with clientele as they could see the value of free overnight stays.
Hotel loyalty programmes have also worked to greatly […]

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