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STAAH Blog

  • Home
  • MANAGEMENT
    • Why Every Hotel Needs a Channel Manager…

      Program Konsorsium Hotel: Bagaimana, Mengapa & Berapa…

      โปรแกรม Hotel Consortia: อย่างไร ทําไม และค่าใช้จ่ายเท่าไหร่?

      ตัวจัดการช่องทาง Channel Manager คืออะไร และทำไมผู้ให้บริการที่พักจึงจำเป็นต้องมี?

      The Top Traits of Exceptional Hospitality Professionals

  • Marketing
    • Smart Hotel Distribution: What Every Hotelier Needs…

      The Ultimate Guide to Turning Negative Reviews…

      6 Social Media Trends Hoteliers Must Leverage…

      ไอเดียโพสต์โซเชียลมีเดียที่กําลังมาแรงสําหรับโรงแรมในปี 2025

      Xu Hướng Nội Dung Mạng Xã Hội…

  • Tips & Trends
    • Smart Hotel Distribution: What Every Hotelier Needs…

      Maximizing Hotel Revenue: Advanced Channel Manager Strategies…

      The OTA Balancing Act: How a Channel…

      Tapping into Wellness Tourism: A Hotelier’s Guide

      Overcoming common challenges in channel management for…

  • News
    • Cloudbeds and STAAH partner to enhance channel…

      STAAH Achieves Prestigious Seamless Product Badge from…

      STAAH Product Updates You Can’t Miss –…

      Thoughtful Thursday – Reporting for Properties: Converting…

      Thoughtful Thursday – Matrix – Revenue Control…

  • Success Stories
    • The Komu Boosts Direct Revenue by 25%…

      Online Revenue Jumps 50% for Mangkuluhur Residences…

      23% more online bookings for Vivatel Kuala…

      STAAH boosts Indonesian resort’s direct bookings by…

      Nova Express Pattaya expands online visibility with…

  • Resources
    • All BLAAH BLAAH @STAAH Connectivity News e-Books Events Podcast Quiz Testimonials Webinars

      Connect with Expedia – Expand Your Reach…

      Alexa+ could earn “top-of-the-funnel” spot in travel…

      STAAH & Hotelbeds: A Powerful Partnership Driving…

      STAAH’s new eBook to guide hoteliers through…

      BLAAH BLAAH @STAAH with Captain Mihir Deepak…

      BLAAH BLAAH @STAAH with Dia Mirza

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      Connect with Expedia – Expand Your Reach…

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      EMPOWERING CHANNEL PARTNERS: THE POWER OF CONTENT…

      STAAH’s new eBook to guide hoteliers through…

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      BLAAH BLAAH @STAAH with Suwamana Wahyu Putra…

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      BLAAH BLAAH @STAAH with Suhail Kannampilly and…

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      STAAH Weekly Hospitality Quiz: 20 December

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Is Your Guest Loyalty Programme Working?

18 July 2018
Guest Loyalty Programme

A well-done loyalty program can boost repeat business and help customer satisfaction. Let’s look at a few loyalty programmes and how you can assess their effectiveness.


Once very long ago, after a particularly trying journey, I landed up in a hotel that I’d previously visited and had happened to sign up to their loyalty programme. By virtue of this, I was offered a room upgrade – the best thing that could have happened to me that day.

Now, whenever I am in town I stay at that hotel.

That’s a conversion and a loyalty programme that works well.

On the other side, I am a member of another loyalty programme linked to credit card purchases. A monthly statement of points featuring suggested product purchases turns up in the mail and gets ignored. Points expire regularly, but honestly I never think twice about it.

This is probably a case of a loyalty programme not doing so well.

The case is different for every loyalty scheme and must be set up based on your audience and personalised where possible.

The most common loyalty programmes are point-based (more your purchase, higher the points); tiered system (smaller rewards for the new joiners and increasing value of rewards as guests become more loyal); and VIP status (those who pay upfront for identified privileges – perfect for business travellers).

pexels photo 271639 min

Here are some ways you can measure how effective your guest loyalty programme is. Is it really working and worth the effort you put into it?
  • A number of sign-ups to the loyalty programme. However, this figure can be deceptive. To truly measure success you need to see how this set of acquired audience is working to improving your revenue and brand awareness. This takes us to the next point – Net Promoter Score.
  • Net Promoter Score is a customer satisfaction metric derived from simple customer feedback. The most common form of NPS is the degree to which customers would recommend your company to others based on a scale from one to ten. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. Scores can range from -100 to +100, and any positive score is considered good. More sign-ups to your loyalty programme coupled with an increase in NPS would signal a programme working well. There are many online survey tools available to help you gather this information.
  • How many people actually partake in the offers within your loyalty programme? This shows if they are valuable or even relevant to your audience. For instance, selling a point-based programme to a luxury audience is not going to go far. A VIP Status based programme on the other hand is likely to get people doing more.
  • Increase spend. Are members of your loyalty programme spending more? Are they staying longer and/or making use of on-premise facilities triggered by a loyalty scheme?
  • Negative Churn. This is a measure of how many people leave your business and its loyalty programme over time. Negative churn is an important metric to track while running a tiered loyalty program. In order to properly measure this, you’ll need to be able to attribute purchases to individual users or customers and track the volume of purchasing over time.

How do you measure your loyalty programme? What’s working for you? We’d love to know more at marketing@staah.com.

Is Your Guest Loyalty Programme Working? was last modified: September 8th, 2021 by staah

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