PART ONE: Loyalty Program
INTRODUCTION
The travel industry has a number of loyalty programs - some of which are quite well known and successful. Within this sector, which is sub-vertical, which definitely takes the initiative to adopt the innovation in the loyalty program and airlines.
Airlines were among the first companies to loyalty programs for their clients to introduce. frequent flyer programs back to early 1980 when American Airlines started the now iconic American Advantage (AAdvantage) program. Through the computer reservation system Sabre, American Airlines had a database of about 150,000 of its best customers accumulated.
SOME CONTEMPORARY paper industry's best loyalty
The Star Alliance network is a partnership, where, and can accumulate frequent flyer award redemption on the following airlines: United Airlines, Lufthansa, Air Canada, SAS, British Midland, Varig, ANA, Singapore Airlines, Austrian Airlines, ThaiAirways> Mexicana and Air New Zealand.
VARIG Smiles frequent flyer program is the most popular in Latin America. With a smile, passengers can earn miles with every VARIG, and national and international regional flights to Rio Sul, Nordeste, Pluna, South African Airways, Spanair, Alitalia and participating Star Alliance airlines. accumulated miles can be exchanged for free tickets, passes and other benefits.
U.S. Airways offersmore privileges to its members with additional offerings to the Dividend Miles program on travel on U.S. Airways and its partners. The functions are different for the three types of membership - Silver Preferred, Gold Preferred and the President's library.
PART TWO: FAIRNESS 'HOSPITALITY'
INTRODUCTION
In the days of creation, has offered hospitality loyalty programs, along with the travel industry. Over time, as airlines said their frequent flyer programs,Hospitality launches independent frequent guest programs. Holiday Inn was one of the first loyalty program launched in January 1983, followed by Marriott, with its guest rewards program in the same year.
SOME CONTEMPORARY paper industry's best loyalty
The recent introduction of "Any Hotel, where each" board of InterContinental Hotels Group (IHG) is the largest hotel company and more global world, one of the best initiatives in thenew era of loyalty programs in the hospitality industry. Priority Club Rewards: IHG has recently launched a new feature to its customer loyalty program received.
Starwood Preferred Guest is another of the best loyalty programs in the industry. The program made headlines when it was launched in 1999 with a policy of openness with no blackout dates and no capacity control, ie, members can redeem free nights anytime, anywhere.
Park Hospitality, the Minneapolis-based Carlson Hospitality Worldwide,consists of Park Plaza and Park Inn hotels in North America. The group mainly provides services to a host of guests in suburban and leisure destinations. Park Rewards, the loyalty program, Gold Points Rewards is host to award on a point system of 10 points for every dollar spent on accommodations at Park Plaza and Park Inn hotels in North America.
Radisson Hotels & Resorts' channel-based compounds Building Loyalty program called "Look To Book", wasvery successful. Radisson is the only hotel company to a proprietary online loyalty program for travel agents that automatically collect valuable points for merchandise and incentive awards in return for booking hotels offer Radisson allowed.
Hyatt offers a comprehensive program of loyalty - Hyatt Gold Passport. Hyatt Gold Passport offers features such as earning points for free nights with no blackout dates, selection of hotel services and special offers, starting with the veryfirst visit. The services offered are the type of investment held by the host-based. The three memberships Hyatt Gold Passport offers gold, platinum and silver, according to the frequency / number of visits.
Hospitality industry in emerging countries like India are not behind is welcome Awards program recognizes the needs of business travelers and travel through its strategic alliances with partners who are trying to build fruitful relations left.
PART THREE:Common Problems with loyalty programs, and the reduction of best practices
While consumer awareness of incentive programs and the company a priority, both are growing hand in hand, the effectiveness of such programs and their ROI that a company generates from them are still significant challenges. Here are some important areas that deserve more attention to companies that implement or execute these programs:
"7 of 10 fidelityCard owners have more than one loyalty card, "says a recent Frost & Sullivan. The problem with this card and rampant customer loyalty program of proliferation, the researchers say, that consumers know surprisingly few hotels are covered by their cards frequent stays, lost profit Hundreds, even thousands of points. Blame it on poor communication of the company or the large number of brands, experts say.
Traditional Customer Relationship ManagementEmphasis in the hotel industry has always started and ended in a sentence "Customer satisfaction" The premise is simple. Customers will appreciate good service so that do not go to your competitors. In other words, customer satisfaction and service quality meets customer loyalty.
The truth is that customer satisfaction does not always equal customer loyalty.
Research shows:
• 40% of satisfied customers to change hotel without hesitation (Forum Corporation)
•65% to 85% of customers who choose a new right hotel for satisfied and very satisfied
Ex (Harvard Business Review)
• 85% of customers have the right happy, but willing to switch to other hotels (University of Texas).
They are convincing figures clearly show that even the best-of-service provider of hotel there is an urgent need for targeted and constant relationship building and strengthening relations with its major exercisesCustomers.
Electronic Customer Relationship Management (e-CRM), which went on sale on the Internet to explode and marketing in the hotel industry a business strategy of web technologies allows hoteliers to customers in a highly personalized and mutually beneficial relations improve interactive starts the conversion and support to sell more efficiently.
This means that almost every time an Internet user lands on a hotel site, a branding interaction occurs, whicheither an opportunity or a threat to the hotel. This branding interaction can be positive (brand-building) or negative (brand erosion).
A. Customer insight
You know your website visitors is a very important aspect in the conception and design of your hotel website and e-CRM strategy.
The RUSH Report 2004 shows:
• 56% of all visitors on hotel branded web sites and 32% are businessmen. About 3% of Web HotelVisitors to the site to be involved in the planning meeting or event.
• 34% of all visitors on hotel Web sites looking for information about the hotel brand to come, while making 30% of visitors or change a reservation.
• Business research directions and high-speed Internet access.
• For meetings looking for meeting space floor plans and capacity charts.
Advantages:
• Identify the most important customers with the best prospects in the value of life (20:80 principle)
•Allows guest-centric data mining: guest history, guest profiles, past bookings, preferences, etc.
• Enables informed decisions in real time
• enables rapid response times
• Provides a real-time assessment of lifetime value
• Provides information to corporate executives, marketing, sales
B. Customize
Personalizing the customer experience on the hotel website is a powerful conversion and retention tool. Customizing your interaction with your most valuable customers(Those who generate 20%, 80% of your company) offers significant benefits in the long term.
Level customization of properties should start with:
• identifying all "electronic touch points" with your customers (guests, event planners, professionals, etc.) and creating an action plan.
• Personalize all electronic communications with customers. A policy, as your guests via e-mail (name only, Mr / Ms last name Plus, etc.) address.
C.Français
It 'important to understand that the service is only one aspect of e-CRM and is primarily a reactive function, in order to improve performance and efficiency, while e-CRM as a whole is a proactive long-term .
The customer service in the Internet age is based on a wide range of tools and techniques. Here are some to consider:
• Web self-service tools: intelligent channel management service, natural language search engine, customer needs managerfor the most appropriate support information and services, FAQs, "Ask the Experts" Self-service chat, interactive maps, driving directions and business locators.
• Live Support tools: Push-to-talk and the ability of real time interaction with live agent, instant messaging and chat rooms give assistance, voice-over Internet Protocol applications and automation support for live screen (selective approach ).
• E-Mail Service Tools: incoming e-mail management and automated response e-mailSystems, automation of 80% -90% of the volume of e-mail with 98% accuracy and to improve services and support staff to reduce up to 40%.
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