Categories: Special ReportLodging

Leveraging Loyalty - Hotel points programs

Hotel points programs have become a key component of the business travel ecosystem
Compelling loyalty offerings have the power to influence decisions made by both travel managers and the travelers themselves. In fact, most industry surveys show travelers rank hotel loyalty programs as highly important.

Business travelers want to be appreciated and recognized for their loyalty, according to John Wolf, VP of loyalty, digital and marketing innovation PR, global communications and public affairs for Marriott International. Hotel loyalty programs are what provide that reward for those who are required to travel on business.

“In conversations with some of our largest B2B customers, they shared the perks and value of their travel program is one of the factors people consider when choosing them as an employer,” Wolf says. “We believe hotel loyalty programs play a big role in this.”

Customized loyalty offers and additional perks have become expected by travelers, notes Geoff Waldmiller, VP performance optimization for RoomIt by CWT. Recent research reveals 59 percent of business travelers in managed travel programs wouldn’t even consider booking an accommodation where they couldn’t earn hotel loyalty points, making loyalty offerings table stakes for business travelers today.  

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