Data-fuelled guide reveals best strategy to drive repeat bookings

Software firm Revinate has released the 2019 Guide to Hotel Loyalty, analysing loyalty programs of over 200 hotel groups to uncover industry best practices.

With the industry’s ever-changing landscape, the new free resource aims to determine the best strategy for driving repeat bookings.

The ‘software as a service’ (SaaS) company analysed data from around the world to understand the economics of traditional loyalty programs. It found that hotels with less than 30,000 rooms cannot profitably support a proprietary points-based loyalty program.

“The barriers to realising ROI”

Peter Van Dorn, Revinate’s loyalty industry consultant, explained: “Based on our analysis, the barriers to realising ROI on proprietary points-based loyalty schemes are pretty clear for hospitality groups with less than 30,000 rooms. Fortunately, small and medium-sized hoteliers have many other effective strategies and tactics available to increase customer lifetime value and improve other measures of guest loyalty.”

Same objectives — without the overhead

The guide focuses on the insights and best practices that can enable small- to medium-sized hotels and brands to drive loyal behaviour.

“Traditional points-based loyalty programs are failing smaller brands”

Kelly Robb, Revinate’s VP of marketing and growth, added: “Through our analysis of the industry’s loyalty programs, it’s clear that traditional points-based loyalty programs are failing smaller brands. The good news is that not only are customers ready for a change in how they’re being marketed to, but new CRM technology can achieve the same objectives as a traditional loyalty program without the overhead.”

Revinate is a tech firm in San Francisco, USA, backed by Silicon Valley investors. The company leverages data to drive direct bookings and improve guest satisfaction.