Hotels Can Gain Customer Loyalty with Personalized Experience, Study Says

Customers are more likely to be loyal to a hotel brand if it offers them a more personalized experience, according to a recent study.

The report, commissioned by Sabre Hospitality Solutions and conducted by Forrester Consulting, found that nearly two-thirds of leisure travelers and more than half of business travelers aren’t loyal to one particular brand.

In order to win that loyalty, hoteliers need to reinvent loyalty programs by utilizing customer data and incorporating technology to meet specific needs, the study said. A majority of respondents said they were willing to share personal information in order to have hotels better meet their individual preferences, but in return for deals, discounts, or loyalty points.

Those individual preferences named include checking-in or out at a time that fits their schedule, room selection based on their preferences, and help discovering local activities and points of interest.