According to a study conducted by Six Continents Hotels, loyalty is the number one driver of repeat business in the hotel industry.
The study, released in February, surveyed members of the Six Continents Priority Club Rewards program. It found that hotel loyalty program benefits influenced hotel choice for a full 77 percent of travelers.
The participants, culled from 1,200 Six Continents properties across Australia, indicated that perks like shopping redemptions, free rooms and upgrades and the option to share points with family and friends were key motivators.
Julia Wong, Six Continents’ director of relationship marketing Asia Pacific, said that loyalty program memberships generate 20 million room nights globally on an annual basis and 500,000 nights in the Asia Pacific region, which equates to US$1.6 billion in revenue to Six Continents.
“Our ability to recognize and reward our repeat guests is reliant on the strength of our loyalty program, Priority Club Rewards,” said Wong.
Over 80 percent of respondents said they are more likely to enroll in loyalty programs today as compared to five years ago. Most said that points earned on business trips were a personal reward which they deserve from having to be away from home.