According to the latest MMHI results, members of hotel loyalty programs are almost twice as likely to return to a hotel compared to non-members. Beyond the repeat hotel business these programs encourage, club members typically spend more per room, are less sensitive to price increases, and are more satisfied with their hotel experience.
- Frequent travellers (15 or more room nights per year) are four times more likely to consider club membership very important when selecting a hotel.
- Among frequent travellers, club members have considerably higher incomes, pay slightly more per room night, stay more nights per year in hotels and are more tolerant of price increases compared with non-member hotel guests.
- The average profile of a frequent traveller who joins a loyalty program is a 47-year-old male travelling on business. He stays 31 nights per year in hotels, is very brand loyal.
- Loyalty-program members are much more likely to make their reservations online than non-members. Loyalty-club members use the Internet 43 percent of the time to make their hotel reservations. Non-members go online 32 percent of the time to book their hotel rooms.
- Fifty-nine percent of loyalty-club members use the hotel's or brand's Web site to make their online reservations. Non-members use these Web sites only 27 percent of the time.
Kind regards,
Finbarr
Finbarr Malone
Customer Connect - Data Marketing & Loyalty
Address: Unit 6, ERIC Building, Institute of Technology Carlow, Kilkenny Road, Carlow.
Tel: +353 (0) 1 485 3203
Fax: +353 (0)1 5261012
Mobile: +353 (0) 87 2368956
Skype: finbarr25
E: finbarr@customerconnectireland.com
W: www.customerconnectireland.com
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