Article

The benefit of guest loyalty programmes

Published in: Research in Hospitality Management
Volume 7, issue 1, 2017 , pages: 11–15
DOI: 10.1080/22243534.2017.1355452
Author(s): Fleur La RoseStenden Hotel Management School, The Netherlands, Bill RowsonStenden Hotel Management School, The Netherlands

Abstract

The aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme and its use; the sort of loyalty programmes; the effects of a loyalty programme; and the wishes and needs of a leisure guest. Surveys were divided among 46 leisure guests of Apollo Hotels and Resorts in order to collect data on consumer demand for a guest loyalty programme. The data shows that it is highly recommended for Apollo Hotels and Resorts to implement a leisure guest loyalty programme based on tiers, with the possibility to redeem the saved credits for discounts at Apollo Hotels and Resorts. Furthermore, the data shows it is important that members of the guest loyalty programme receive special services not available to non-members.

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