Specialist market research company BDRC) has just released the findings of their respected British Hotel Guest Survey. One aspect of the research examines loyalty programmes, their role in inspiring customer loyalty and the impact economic climate is having on their uptake and use.The uptake of loyalty schemes at hotels has shown consistent growth since 1997 when BDRC started tracking membership. More than a third (36%) of British business travellers and more than half (56%) of all frequent business customers belong to a hotel loyalty programme.
On average business travellers are more aware of loyalty programmes compared to their leisure counterparts. Many business travellers belong to more than one scheme: in 2000 27% of business travellers were members of two or more schemes; that figure has now increased to 42%. On average participants hold just under two programme memberships. This is partly because of the growth in the number of schemes available as well as an increase in marketing activity to promote membership.
Tim Sander, Research Director and author of the report says,” The reason for increased uptake of loyalty programme membership is threefold. Firstly, they are more readily available. Secondly, travellers increasingly want to be rewarded for their custom and finally hotel chains are increasingly offering elite tier membership with their superior rewards as an entry level to encourage travellers to join