The Bold New Frontier of Loyalty Discounts
180 10th Ave, New York
Mark L. Morris will interview James Gancos, CEO and Founder of The Guestbook at the Independent Lodging Congress conference during the spotlight session, "The Bold New Frontier of Loyalty Discounts."
Since the end of 2015, there has been an unusual display of cohesiveness among the world’s largest hotel chains to win back direct bookings. Not only have they instituted special discounts to loyalty members, but they have also allocated a significant amount of their marketing budget to train consumers that lower prices can be found when booking direct.
Loyalty pricing (a.k.a. loyalty discounting) has been hailed for its potential to increase profits by shifting business to direct channels and maximizing guest share of wallet. The movement is in its infancy and in the short-to-medium term it may either create or destroy value for hotels.
Cash Rewards is another offering that is gaining grassroots traction in the industry for independent hotels. How do cash rewards differ from loyalty discounts and how can a hotel take advantage of both to produce higher direct booking return on investment?
The program will focus on the key dynamics and considerations for independent hotels and small hotel groups when venturing into this bold new frontier.
*Please note that there is a cost associated with this event.