Hotel loyalty - what’s driving customer loyalty for today’s hotel brands?

March 2016


What do travelers find to be the most compelling aspect of hotel loyalty programs? Are the loyalty behaviors of Millennial travelers unique to this age group? How can traditional loyalty programs compete with the increased presence of sharing economy travel options?

In an age where price comparisons can be done on the fly and the sharing economy is the new normal, hotels have to continuously push their boundaries to retain customer stickiness. This report explores the competitive world of hotel loyalty, both from an age perspective and from the mindset of leisure vs. business travelers.

To do this, we sampled over 1,000 U.S. consumers via an online survey and conducted two consumer focus groups to explore customer attitudes and preferences towards different hotel loyalty programs.

About the Consumer Intelligence Series

Consumer Intelligence Series, now in its 7th year, is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape. Our findings reflect the intersection between an online survey, a series of focus groups, immersion sessions with industry specialists and an online listening campaign.

Visit the Consumer Intelligence Series archive page for more issues

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