The article discusses the shifting priorities of hotel chains, emphasizing that rather than just avoiding member attrition, they should focus on guest satisfaction. The hotel industry faces challenges due to competition from airlines and the reliance on hotel owners, which can lead to decreased guest experience and brand standards. The loyalty programs that were once well-regarded are now eroding, leading to dissatisfaction among guests who are not receiving promised benefits like upgrades or late check-outs.
Big chains often neglect their loyalty program standards, allowing properties to avoid obligations to guests, resulting in negative experiences that generate bad press. Change is only likely when guests switch their loyalty to other brands or travel alternatives. The article highlights the revival of the Starwood Preferred Guest (SPG) program as a potential return to meaningful engagement in hotel loyalty. Ultimately, the author argues that loyalty programs must align more closely with customer expectations and provide real value to avoid losing their competitive edge in the market.
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