Oracle：2018年酒店业运营商和消费者调查（英文版）(12页).pdf

1、The Loyalty Divide Operator and Consumer Perspectives Hotels 2018 The research cited in this paper was conducted in February 2018 with over 13,000 consumers globally and 500 businesses across retail, hotels and restaurants in 9 countries across North America, Europe, Latin America and Asia-Pacific:

2、Australia, Brazil, China, France, Germany, India, Mexico, UK and USA. Independent research and creative consultancy, Morar HPI, conducted the survey which explores consumer and business attitudes towards loyalty and advocacy today and in the future. This report is based on the findings from the stud

3、y. Methodology Introduction As more people continue to travel all over the world for business and pleasure, so the battle for hotel guests has become more and more intense, and unsurprisingly hotels are deploying a full range of loyalty programs and incentives to try and hook in guests, build up bra

4、nd loyalty and reap the rewards of return business. Points programs, privileges such as free access to spas or executive lounges and exclusive offers are popular rewards. But are guests engaged? Given the choice to revoke their personal information from hotel brands, more than 80% of respondents sai

5、d they would. Yet loyalty programs are at the heart of hoteliers commercial strategy. So what is going on? Weve uncovered a surprising divide in perception between how businesses view loyalty programs and what guests really think. But all is not lost. As increasingly sophisticated algorithms enable

6、businesses to target and personalize their offers, the opportunity to engage guests more effectively has increased. And with the role of social media, in particular influencers, growing in importance, theres a rich new vein to mine when it comes to winning loyalty. In this complex world of infinite