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Many travellers are members of multiple loyalty programmes, and the role of these programmes is often insignificant when choosing between different hotels, a new study from the University of Eastern Finland shows. Tourists use loyalty programmes when it's convenient and when they offer instant perks and rewards. The findings were reported in Tourism Management.
Traditionally, loyalty programmes are regarded as one of the best ways to increase customer loyalty and cash flow. Many tourism sector operators—and many hotel chains in particular—have their own loyalty programmes. These programmes seek to enhance customer satisfaction and to commit customers to a single chain or company. Earlier studies have shown that loyalty programmes can be beneficial for hotels, but they need to be designed properly.
Study - Business - Leisure - Travellers - Preferences
The study found that business and leisure travellers have significantly different preferences regarding the perks and rewards offered by loyalty programmes, and their preferences were also affected by travel frequency. The more leisure travel a person undertakes per year, the more important the level of the room becomes. For frequent business travellers, on...
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