Why are loyalty programs important to hotel chains? They promote guest retention and direct bookings. Almost every major hotel chain has a loyalty program, which means it’s difficult for consumers to differentiate one chain’s program from another’s when the action required to receive rewards is pretty much the same across the board. But the industry is ready for a change. Skift recently published their State of Loyalty in Hospitality 2017 report, which examines some of the latest trends and strategies among loyalty programs in the hospitality industry. In this blog post, we’re highlighting a few of the key takeaways from the report and offering some actionable suggestions for hotels to employ in order to increase revenue and improve the guest experience.
A lot of marketers keep making the same mistakes over and over -- forgetting who they’re dealing with, not considering their customers’ perspectives, making it a one way relationship. To avoid everyday frustration and achieve real fulfillment marketers need to realize what Phil Connors did and make it about the other person. Here are four of the failed Philisms marketers keep committing and what to do instead.
First things first -- what is clienteling? Back in the day it was common to have a personal relationship with the local butcher, baker or what have you. You’d be greeted by first name when you walked in the door, and the person behind the counter would already be packaging your favorite cut of meat or loaf of bread. Nowadays, that type of service and those types of personal relationships between customers and brands are more the exception than the rule. At the most basic level, clienteling is the idea of treating customers like you’ve known them forever in order to establish long-lasting loyalty. Clienteling is about making your customers’ lives easier through customer service and a great experience.
Customer data and engagement strategies have evolved dramatically in the last few years and will continue to accelerate in 2018. According to Martech Advisor, the customer data platform industry is expected to grow at least 50% per year in the near future, reaching over $1 billion total revenue by 2019. Before your 2018 budget is allocated, check out our predictions for the five biggest difference makers in customer data and engagement.
I’m a marketer (for a company that makes software for other marketers), but I’m also a consumer. The two sides are intertwined. For better or for worse, I can’t turn the marketer off while I shop. The marketer side of me is always taking mental notes about customer engagement wins and missed opportunities and thinking about what is going on behind the scenes at a company to cause their customer experience to soar or flop. I shop a lot, so there are abundant examples to choose from. However, there’s one company that stands out from the pack time and time again: Shopbop. I wish other companies would take a page out of Shopbop’s customer engagement book. That’s why I’m putting my love story down on paper in an effort to help less fortunate brands find their happy ending.