Assessing the Efficacy of Guest Loyalty Programs in the Hotel Industry: A Case Study of Kimpton Hotels
Since 2004, several small hotel chains have introduced guestloyalty programs in order to give their guests “big chain perks”while keeping a boutique identity. Recent studies have raisedconcerns that loyalty programs do not create brand loyalty. Bylooking at Kimpton Hotel’s recently introduced program,Kimpton InTouch, this study examines the potential foroperationalizing guest loyalty programs in a small boutique hotelchain setting. The study utilizes guest information gatheredthrough customer surveys and reviews guest visits and spendingpatterns to see if there is any indication that loyal behavior existsamongst members of the Kimpton InTouch. This studydemonstrates that frequent stay programs serve as a valuable assetin a hotel’s ability to nurture a relationship with its membershipand increase the overall awareness of its brand in the marketplace.
Year of publication: |
2006-01-20
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Authors: | Brophy, Keith |
Subject: | Perks | Consumers | Brand loyalty | Customer Relationship Management |
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