Hotels have offered loyalty programs for decades – but are they still attractive to today’s guests? And more importantly, can they be improved?
It’s common that hotels offer rewards when guests have collected enough points. Also requiring that guests have to stay numerous nights before receiving any meaningful benefits. Something that doesn’t always feel worth it.
What they could do differently
Provide something that’s appreciated and actually get used. Late check-out, complimentary breakfast, upgrades and wellness experiences.
Hotels can also think beyond traditional comfort. With solutions like Gympak, they can provide guests with premium activewear and workout equipment – which results in guests maintaining their wellness routines even without access to a hotel gym.
Simplify the points-system! Many guests do not fully understand:
- how points are earned
- what the points are worth
- how to redeem them
If a returning guest frequently visits the gym, offer a Gympak bag and equipment box during their stay! It’s common that hotels focus on free nights and discounts, but few focus on something that helps guests maintain their routines and wellbeing. Things like that create memorable experiences and long-term loyalty.
A reminder
Quietly upgrading loyal guests or surprising them with thoughtful gestures like wellness products, can be truly appreciated. These unexpected rewards often feel more genuine as they remove the “hard-selling” feeling that many loyalty programs have today.
Hotels that focus on wellness, personalisation and convenience, will build stronger relationships with their guests and stand out in a competitive market.