Categories: Special ReportLodging

Just Rewards

Playing the hotel loyalty points game can score stronger program compliance and boost traveler satisfaction
Research in the travel industry clearly establishes the impact of hotel loyalty and rewards programs on booking choices and traveler satisfaction. From the traveler’s perspective, the recognition as a VIP guest, along with the added-value perks – for example, complimentary upgrades, club level access, early check-in, late check-out  – can all greatly increase satisfaction for road warriors who spend significant time away from home.

Of course, hotel loyalty programs have the potential to work at cross-purposes with a corporate travel program if they encourage travelers to be loyal to the hotel brand ahead of adhering to corporate policy. That’s why it’s important for travel managers to work with their hotel partners to encourage travelers to make hotel reservations through the company’s approved channels, advises Kim Kearns, senior director of global hotel relations at BCD Travel.

“Approved channels usually include loyalty points or recognition and the travel manager can measure compliance and ensure duty of care. That’s really a win-win,” she says. “One key to business traveler compliance is making sure your travelers have access to enough choices to satisfy their perceived needs. We accomplished this by expanding the choices in rooms and rates available beyond the GDS by adding rich hotel content within our TripSource platform.”

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