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Customer Intelligence Series: What's driving customer loyalty for today's hotel brands?

What do travellers find to be the most compelling aspect of hotel loyalty programs? Are the loyalty behaviors of Millennial travellers 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 mind-set of leisure vs. business travellers.

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.
 

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