Personal Benefits Drive Hotel Loyalty According To Six Continents Hotels

Loyalty programmes are the most important driver of hotel business according to Six Continents Hotels following a consumer study on the state of loyalty in Australia, New Zealand and the Asia Pacific.

The study of more than 1,200 hotel guests and members of Six Continents Hotels' global hotel loyalty programme, Priority Club Rewards, found hotel loyalty programme benefits bear significant influence on hotel choice for 70% of travellers in Australia and New Zealand and that personal benefits are the key motivation behind hotel loyalty.

"Our ability to recognise and reward our repeat guests is reliant on the strength of our loyalty programme, Priority Club Rewards. Loyalty programme memberships generate 20 million room nights globally on an annual basis and 500,000 nights in the Asia Pacific region, which equates to US$1.6 billion in revenue to our hotels," said Six Continents Hotels Director of Relationship Marketing Asia Pacific, Julia Wong.

"The research we have conducted confirms that rewards programmes are generating higher levels of hotel brand loyalty among travellers, which was demonstrated by the fact that more than 77% of respondents indicated a tendency to stay at the same hotels when travelling for business as this ensures a reliable, consistent standard of service.

"With Priority Club Rewards, guest recognition has been enhanced by the establishment of separate priority check-in areas in the hotels and provision of extended check-out allowances in addition to guaranteed room availability and room upgrades. Priority Club Rewards is also the only hotel loyalty programme that counts points toward Elite status to extend the level of benefits for repeat guests," Ms Wong said.

Over 80% of respondents also said they are more likely to enrol in loyalty programmes today as compared to five years ago because of specific personal benefits offered, and the majority of travellers (75%) view loyalty points earned on business trips as a personal reward which they deserve from having to be away from home.

The research showed travellers want rewards to enhance their private lives. Personal lifestyle benefits offered to Priority Club Rewards members such as Personal Shopper, Points for Gifts, free rooms and room upgrades as well as  the ability to swap points for airline miles and share points with family and friends were rated the most popular.