CEO of Accor explains reasons for loyalty relaunch Millennials are less interested in loyalty programmes’ points and price reductions when compared to older generations, according to Sébastien Bazin, the CEO of French international hotel group Accor. He told media that the younger generation are driven by social responsibilities and sustainable development instead. "Loyalty programmes have never been stronger if there is a true offer." Sebastién Bazin, CEO, … [Read more...] about Millennials seeing loyalty differently
Accor CEO to revamp 'rather dismal' programmeAccor hospitality group has appointed Ogilvy as global marketing and advertising agency as it plans the launch of its new ALL loyalty programme. Accor announced in February that the focus for the 4,800 hotel, resort and residency group would move away from acquisitions to an internal focus on its offering to customers. CEO Sebastien Bazin has even admitted that its loyalty offering is “rather dismal."We … [Read more...] about All focus now on loyalty
Focus on exclusivity and experiencesMillennium Hotels & Resorts has launched My Millennium Guest Reward Program with the intention of simplifying its loyalty offering. Describing the move as prioritising inclusivity, value, immediacy and access for guests, it will implement a single-tier membership that adds new member privileges that enable guests to redeem over a hundred rewards. These range from upgrades and hotel nights, to shopping … [Read more...] about Millennium Hotels simplifies loyalty offering
How are hotels beating up OTAs? The OTA sector (the ‘over the air’ companies such as booking.com and Expedia) spend considerable amounts marketing their sites, yet hotel direct loyalty memberships and bookings are up between 30% and 40%. How have the hotels achieved this? Interview with Cindy Estis-Green, CEO and founder, Kalibri Labs. Loyalty Magazine recently reported on a study by Kalibri Labs that confirmed its 2017 findings that direct booking and … [Read more...] about How are hotels beating up OTAs?
Revisited study confirms earlier findings Direct booking with hotel brands creates more customer loyalty than OTA booking. This was confirmed when Kalibri revisited a study it carried out in 2017 which concluded that direct campaigns from hotel brands were more successful than OTA campaigns. “The Kalibri Labs Special Report, Book Direct Campaigns 2.0: The Costs and Benefits of Loyalty 2018, provides conclusive evidence that the loyalty member campaigns first … [Read more...] about Direct booking better than OTA for loyalty
Free nights are most important benefit Frequent travellers want to consolidate their pointsImportant findings in new rewards study … [Read more...] about Free nights are most important benefit
Marriott removes blackout dates for points redemptionGuest loyalty programme Marriott Rewards, says it will remove "blackout dates" from the scheme from January 15, 2009. … [Read more...] about Marriott removes blackout dates for points redemption