The Carlson Rezidor Hotel Group commissioned a study to find out what consumers are looking for in hotel loyalty programs. It’s no surprise that earning free nights is at the top of the list.
According to the study there are a few key program features that really matter to consumers. Nearly half of the survey participants said the ability to get a free room was the most important part of any program. Nearly 90% of respondents said they had earned an average of four free nights over the past year.
Location, location, location
Electronic access was also a motivational factor including free Wifi and internet. Being connected is so important that 41% of participants said they would definitely sign up for a program that let them stay connected for free.
Access to many locations and frequent promotions also earn top spots on the list of reasons for joining hotel rewards programs, with 40% of folks citing those draws.
Longer vacations sooner
Rewards program members are definitely using their points, with most taking advantage of complimentary stays within 43 days of earning them. When it comes to spending their points participants (59%) use them to extend their family vacation or have a longer romantic holiday, rather than using them for quick getaways.
Loyalty is earned
Brand loyalty is not a given in this market according to the Club Carlson study, where 60% of survey takers report belonging to more than one program. And they shop around looking for the program that gives them the best rewards for their lifestyle.
While four out of five consumers suggest that they would definitely sign up for a hotel rewards program when offered, two thirds of members only start thinking of themselves as being loyal to a specific hotel or brand after they’ve used the program and liked the results.
On the other hand one bad experience with a hotel is enough for 41% of participants to tear up their membership card and sign up for another program.
Cash for points – if it’s worth it
Nearly all (94%) of respondents said they are willing to pay for points if it gets them more of what they want like rooms on the right dates and good destinations.
The study, which was conducted between April 24 and May 1, 2013 by Kelton Global, included responses from 1000 consumers. For more information visit www.clubcarlson.com