Customer Loyalty Program For Hotel Industry

1786 Words Feb 2nd, 2016 8 Pages
Individual Research Assignment
Customer Loyalty
By Ganna Kuzavova
Professor: Janak Bhawnani
Date: February 2nd, 2016

Table of Content:

1. What Is Customer Loyalty Program? ………………………………………………....3
2. Customer Loyalty Influence On Hospitality Industry ..……………………………….4
2.1. Advantages of CLP ………………………………………………………….4
2.2. Disadvantages of CLP ………………………………………………………5
3. Frequent Business Travelers ……………………………………….…………………6
4. Future Of Loyalty Programs In Hotel Industry ……………………………………….7
5. References …………………………………………………………………………….9

What is Customer Loyalty Program?
Customer Loyalty is a long-term relationship between a brand and its customer, which adding value to the guest experience of the stay in the hotel and creates a bond with a company (Wood, 2015). Hotel industry started as early as 1800’s, however Marriott Brand first introduced Customer Loyalty Program only in 1983. Some was saying that Holiday Inn was the first hotel, which launched the special recognition to its regular clients, followed shortly after by Marriott. Unfortunately, Holiday Inn discontinued its program in 1986. Although, they restarted it a year later, but gave a Marriott brand a chance to claim them as the oldest operating customer loyalty program in the hotel industry (Watkins, 2013).
Customer Loyalty Program was created specifically in order to be on the “shorthand” with brand’s customers and establish long-term relationships as well as attract more clients into their…
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