3 Types of Loyalty

We often hear that customer loyalty is a thing of the past. Easily comparable pricing and instant access to information put paid to brand partisanship.

But maybe loyalty is just diversifying. On stage at the Skift Forum Europe, Mr & Mrs Smith co-founders Tamara Heber-Percy and James Lohan suggested there were three types of 'loyal' customers. Those fixated on points-collecting, those who value quality of service, product or brand, and those loyal to price above all else.

Thinking in these terms could help you focus your marketing efforts and carve out the customer base best suited for your hotel. Maybe you're not the cheapest hotel in your area - well, that's okay, as long as you provide guests with an experience that rewards them for paying more. If your focus isn't on curated service, think about putting a great rewards system in place that compensates for that.

You can't be all things to all people. Think about the type of loyalty you want to cultivate. Having one of these three types as a focus might provide the streamlining your marketing strategy needs.

About The Author

Lily is Head of Content at Triptease. When she's not investigating the industry or spreading the word that #DirectIsBest, she enjoys music, cycling, and obscure radio quiz shows.

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