What is important to you in a hotel loyalty program?

Discussion in 'General Discussion | Miles/Points' started by gustavh, Apr 5, 2012.  |  Print Topic

  1. gustavh

    gustavh Member

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    Hi all,

    I hope that this message is accepted and isn't inappropriate for the forum. If it is, let me know and I will of course remove it [​IMG]

    I am currently writing my bachelor thesis at Stockholm University about how loyalty programs affects customer loyalty within the hospitality industry.

    To collect my empirical data I have created a survey about what what we (travelers and hotel guests) think is important in a loyalty program and how it affects our loyalty. It takes about 3-5 minutes to fill it out and there are no big text fields to fill out, just radio-buttons.

    Would you be willing to take some time from your busy schedules to fill out my survey? I would really appreciate it!

    Thank you very much in advance! :)

    Link to the survey (please feel free to distribute the link to others[​IMG])
    https://response.questback.com/vce/zex6zq31j3/

    Best regards,
    Gustav
     
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  2. MDDCFlyer

    MDDCFlyer Silver Member

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    Interesting survey - but I'm not sure what you are going to get out if. It seems to get only some of the information, not all of it. Depending on the question you trying to answer, it could give flawed results.
     
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  3. Randy Petersen
    Original Member

    Randy Petersen Founder

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    You and your survey are certainly welcome here. I supported your thesis project and completed the survey and urge other MilePoint members to help you as well. Here's to great feedback for you and great success with your studies.
     
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  4. Sean Colahan
    Original Member

    Sean Colahan Gold Member

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    Good luck with the survey and your upcoming thesis.
     
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  5. sobore
    Original Member

    sobore Gold Member

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    Welcome to Milepoint Gustav!

    Survey completed! :)
     
  6. Gargoyle
    Original Member

    Gargoyle Milepoint Guide

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    Comments on your survey-
    Where do you live- should allow multiple answers, some people maintain dual residence on different continents.
    On the perks list, instead of picking the top three I'd rather do a point scale for importance of each one.
     
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  7. NYCUA1K

    NYCUA1K Gold Member

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    As a university professor, who is also a frequent flyer and frequent guest, I think that it is a cool thesis project and that you have come to the right place for "empirical data", subject to the usual caveats. Here's wishing you well and hoping that you'll come back some day and share with us what you find!

    Cheers!
     
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  8. perryplatypus

    perryplatypus Gold Member

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    Just finished the survey! :)
     
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  9. karung99
    Original Member

    karung99 Gold Member

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    This is one and only few survey that I do without getting paid... :D
    Good luck on your thesis, it is very interesting survey.
     
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  10. anng3
    Original Member

    anng3 Silver Member

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    Just finished survey. Good luck on your thesis.
     
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  11. desamo

    desamo Gold Member

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    Good luck! I wasn't brave enough to try taking it in Swedish. :) (Thankfully, English was an option.)

    There's a nuance for loyalty: I have a primary program and a secondary program, and I almost always pick my primary first. The secondary program, though (Starwood Preferred Guest) has more interesting and unique properties, so sometimes I'd pick those because of what they are.
     
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  12. mattsteg
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    mattsteg Gold Member

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    Yes, and many here may spend 50, 80, 100+ nights in hotels and spread around their loyalty specifically to maintain top status with multiple programs. I think there's a lot of interesting change in behaviors (and what is most rewarding) as you go beyond the number of stays your survey tops out at.

    The person staying at hotels 25 or 35 times a year may have a much different pattern than the person who stays 2, 3 or 4 times that.

    Great survey and should be interesting results.
     
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  13. desamo

    desamo Gold Member

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    Good point, too. For me, it'll be difficult to maintain Hilton Gold just on stays as 15 is definitely a stretch for me.
     
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  14. kenbo
    Original Member

    kenbo Silver Member

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    Done! Good luck on your thesis!
     
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  15. cliq

    cliq Silver Member

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    Survey completed and goodluck. I also helped pass the link along to couple of friends :)
     
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  16. cennas
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    cennas Gold Member

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    Done! Good luck with your thesis!
     
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  17. gustavh

    gustavh Member

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    Hi all,

    Thank you very much for all of your valuable comments and for replying to my survey! Really appreciate it!

    Since the survey already has been launched I cannot change anything within the actual survey, but your comments are very useful when analyzing the results and to come up with suggestions for further research and how my survey could have been "designed" better and with other relevant questions.

    Again, thanks a lot!:)

    Best regards,
    Gustav
     
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  18. gustavh

    gustavh Member

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    There are many articles and research about loyalty in general and loyalty within hospitality and airline industry but I think it is constantly changing and needs to be changed to meet customers changed behavior and expectations. Some of the research articles I read had their view on what is important in a hotel loyalty program, so basically I wanted to include some of the questions that has been discussed earlier and compare if there there has been any change.

    If you have any suggestions of relevant or other interesting questions please let me know here or send me a PM.:)
     
  19. USAF_Pride
    Original Member

    USAF_Pride Gold Member

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    Hope my answer help. Let us know when we can read the final results.
     
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  20. Horse
    Original Member

    Horse Gold Member

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    Finished the survey. Good luck on your thesis. And welcome to MilePoint!
     
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  21. MDDCFlyer

    MDDCFlyer Silver Member

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    It is just a question of methodology - you might get a listing of important factors, but without ranking them you might find the listing useless (and by ranking I mean employing the right test to gather importance not asking the respondents to rank them). Again, all depends on your research question.
     
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  22. hotelsallover

    hotelsallover Silver Member

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    Completed your survey. Good luck with it!
     
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  23. traveler
    Original Member

    traveler Gold Member

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    Just took your survey. Liked the key card idea!
     
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  24. kenbo
    Original Member

    kenbo Silver Member

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    Are you also surveying other types of travelers? I think MP is a good place to start but it's also a very specialized group with different core values when it relates to miles/points/status. Those who do not have this "obsession" will likely answer your survey differently than us. I guess it depends what you're going for.
     
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  25. PedroNY
    Original Member

    PedroNY Silver Member

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    Good luck with the study, was happy to fill out the survey. I just hope your data set is representative of what you want it to be, I am sure everyone here would say 3+ programs, but we only represent .00001% of a "typical" hotel user.

    Cheers,

    PedroNY
     
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