Airline loyalty schemes are a well used perk for a large percentage of business travellers and frequent fliers, however hotel reward packages don’t have the same adoption.
A new study has revealed that corporate travellers are open to using hotels’ own schemes, but only if they are personalised to the right level.
Alpha Research and Bournemouth University surveyed more than 6,000 people who travel for work, on behalf of hotel loyalty club Wanup. They found that most want reward schemes to be tailored so that there are real benefits involved and companies aren’t simply paying lip service to the notion.
62% of those asked, revealed that they are members of at least one scheme. 80% of those who are not, cited lack of personalisation as the main reason for their abstention. More than 70% say that points expire too quickly, before they can feasibly use them.
Interestingly, 79% of respondents say that they would sign up to a loyalty scheme, if there was a cash incentive or discount and more than half say they would join if a friend or colleague recommended.
Loyalty programmes have become a big focus for major hotel chains, as they push their book direct agenda.
Skift report that in 2015, hotel loyalty programme members rose by over 13% to 344 million, when compared to 2014 figures.
However it’s thought that at least half of members presided over ‘lapsed’ memberships, meaning they hadn’t redeemed point or miles within the preceding year.
Noting this trend, the Wyndham Hotel Group changed it’s programme to make it easier for members to use and build points. These amendments led to a 25% rise in active membership and the return of 1 million users who had been members previously.
Beyond Business Travel helps you manage all loyalty schemes, bonuses and travel perk programmes. We monitor your spend and allocation and use them to offset costs, or build in perks to your journey. Get in touch if you’d like us to remove this headache and allow you to simply enjoy your trip.
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