Abstract
AbstractWith loyalty programs increasingly used as a competitive method by hotel brands, this study investigates the relationship between program size/satisfaction and brand direct website performance. Analyzing a unique database of loyalty program statistics, traffic levels/sources and engagement metrics from the top 50 global hotel brands, we find that size matters, with larger programs performing better in terms of both traffic and engagement, suggesting that efforts by hotel brands to grow membership are appropriate. Similarly, program satisfaction positively impacts both traffic levels and engagement, suggesting that brands should also focus on ensuring that existing members are happy with program benefits and operations. These findings are consistent irrespective of brand level, suggesting that all types of hotel brands can profit from leveraging loyalty programs.
Funder
International Federation for Information Technologies and Travel & Tourism
Publisher
Springer International Publishing
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