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| Tekijä: | DeKay, F. Toh, R.S. Raven, P. |
| Otsikko: | Loyalty programs - airlines outdo hotels |
| Lehti: | Cornell hospitality quarterly: hospitality leadership through learning
2009 : AUG, VOL. 50:3, p. 371-382 |
| Asiasana: | USA hotel and catering industry airlines marketing customers preferences loyalty travel leisure |
| Kieli: | eng |
| Tiivistelmä: | Compared to hotel frequent-guest (henceforth as: f-g.) programs (here as: prgs.), airline frequent-flyer (as: f-f.) prgs. have got more membership and greater penetration of key groups of travelers, notably, business travelers and high-income, high-frequency travelers. Based on a survey of over 280 guests at 9 hotels in Seattle, Washington, U.S., airline loyalty prgs. have got considerably greater awareness among travelers than have hotel prgs. In the study, a 1/3 of the leisure travelers reported of not being aware of hotel loyalty prgs. It is found that travelers joining both hotel and airline loyalty prgs. are also the most frequent travelers. By far, the proportion of travelers joining airline f-f. prgs. exceeds that of those having joined hotel f-g. prgs. Maybe most critically for hotel prgs., the surveyed guests would prefer to get airline miles for their hotel stay than to receive hotel points. |
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