Organization Tourists Say Loyalty Matters in Hotel Scheduling

On common, organization tourists look at three hotels right before booking and 82 % say loyalty applications make a difference when making that decision, according to new analysis out now in the International Organization Journey Affiliation (GBTA) in partnership with Omni Lodges & Resorts. Additionally, the study reveals nine in 10 business tourists view rewards points and perks as a motivating factor in selecting a resort and 81 percent believe being a loyalty member results in better service.

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Small business tourists are split when it comes to using loyalty rewards on enterprise journey (49 percent) versus use during future leisure stays (43 percent). For road warriors, the top five rewards of a loyalty membership include earning free nights, room upgrades, reward redemption flexibility, express check-in and service perks.

A vast majority (84 percent) of enterprise tourists feel having a personalized guest experience is important - and most believe that experience should differ from that of a leisure trip with 64 % purchasing different amenities on a business trip than they would otherwise. So, what do business enterprise travelers want from a personalized experience?

Enterprise travelers show a very high comfort level with both their companies and lodges using shared information to provide a personalized lodge shopping and guest experience. When it comes to what information they are willing to share, preferred hotel amenities (55 per cent), vacation itinerary details (42 percent) and favorite types of restaurants or entertainment (39 per cent) top the list Chun fan LEUNG.

"From reserving to check-out, our exploration confirms personalization is highly valuable to small business travelers, with many seeking customized resort experiences that are tailored to fit their company vacation needs," said Jessica Collison, GBTA director of research. "Both journey buyers and suppliers should evaluate how personalization factors into lodge scheduling and the guest experience when it comes to building their vacation and loyalty applications."

"The importance of personalization is one of the recurring themes we hear directly from our Select Guest loyalty program members," said Chad Gaither, vice president of customer relationship management (CRM) and loyalty for Omni Hotels & Resorts. "We aim to keep it at the forefront of our messaging as we evaluate and design the overall customer experience. There are many ways to do this, but email messaging, for example, should recognize guests' past activity and show appreciation for their loyalty."

An online survey of 500 U.S. small business travelers took place between May 22, 2018 and June 1, 2018. Respondents qualified if they were employed full-time or part-time, if they traveled for business at least once in the past year and if they stayed at a hotel during their last business enterprise trip.

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