Colloquy loyalty summit7/17/2023 It attracts guests, but we still have to earn their loyalty,” says Patti Hunt, Travelodge Canada’s director of Marketing and Communications. “Our program makes it very easy for customers to reach the redemption level and has many partners that make it appealing to a wide range of people. They can begin to reap their rewards - such as a freenight’s stay or gift certificates with program partners, such as Canadian Tire, The Keg and iTunes - once they’ve accumulated 7,500 points. Members of Travelodge Hotels’ Guest Rewards program, for example, earn 10 points for every lodging dollar spent at any of the chain’s hotels nationwide. Hotels across Canada and around the globe are continuously improving their programs to offer the sugarcoated incentives required to attract and retain guests. A 2009 survey by the Cincinnati, Ohiobased research firm Colloquy showed 93.6 per cent of Canadian consumers - a remarkable majority - belong to at least one loyalty program. Skinner proved that it’s in our nature to choose a sweetened deal, and loyalty rewards programs are perfect - and popular - examples of his theory in practice.Ĭanadians love to rack up rewards, whether they translate into points at the pump, miles at the supermarket checkout or bargains at a favourite retailer. Skinner refined the idea in the 1960s, he uncovered this clever tidbit: an action that garners a reward is likely to be repeated. Positive reinforcement is a useful concept. ![]() ![]() ![]() Find out how hotel loyalty rewards programs are evolving to entice guests to return.
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