The hospitality industry has never faced a challenge like the 2020 outbreak of Covid-19. Many hotels are at low occupancy or vacant, significant numbers of industry employees are furloughed, and few experts can agree on when travelers will come back in significant numbers. But despite the hardships, now is not the moment for hotel executives, owners, and operators to retreat. Instead, the hotel brands that will ultimately survive and thrive in a post- Covid-19 world are already planning their recovery strategies and what hospitality will look like in the future. It is amidst this unprecedented moment of change that more hotel executives are taking a fresh look at one of the most popular, but also misunderstood, aspects of the hospitality business: loyalty programs.
In order for loyalty to deliver results in today’s rapidly changing hospitality sector, owners and operators need to reassess why they operate a loyalty program in the first place. That means moving away from short- term engagement tactics like sign-up bonuses that suddenly lack importance during a global crisis. In their place, loyalty programs must start the hard work to foster sustainable long-term relationships with travelers. It’s only by shifting to this new mindset that hospitality businesses will truly begin to understand and respond to customers’ needs at every step of their journey.
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