How can a loyalty card transform the customer experience in the hotel sector?

In today's competitive world, every business is looking to build customer loyalty and maximise the benefits that loyalty brings. In the French hotel sector, loyalty cards are a strategic tool not only for attracting repeat visitors but also for increasing spending per guest. This article explores everything you need to know about loyalty cards in the hotel industry.

What is a hotel loyalty card?

A hotel loyalty card is a scheme set up by a hotel or hotel chain to reward regular customers. Individuals accumulate points or credits each time they stay at one of the participating hotels. These points can then be exchanged for a variety of benefits, such as free nights, discounted room rates and more. room upgradesThese include discounts and even extra services such as massages and gourmet dinners.

The benefits of a loyalty card for customers

For customers, there are several key benefits to joining a loyalty programme:

• Privileged access exclusive offers and special promotions.
• Points are accumulated for each stay and can be exchanged for rewards.
• Experiences personalised to their preferences thanks to data collected by the hotel.
• VIP treatment with additional services such as faster check-ins and free late check-outs.
• Can benefit from partnerships with other companies offering discounts on travel, leisure or various purchases.

Why are hotels introducing loyalty cards?

From the hotel industry's point of view, implementing an effective loyalty solution offers a number of strategic benefits:

Firstly, it helps to retain existing customers and increase the frequency with which they book. The more often a guest returns, the more they tend to spend at the hotel, thereby increasing the average spend per guest.

Secondly, it helps to gather crucial data on customer preferences and behaviour. This information can be used to optimise services, adapt promotional offers and constantly improve the overall customer experience.

Finally, it strengthens the hotel's collective brand. A well-designed loyalty programme works in the long-term interests of the business. It improves brand perception, and encourages guests to add their positive experiences to word-of-mouth.

Various types of loyalty programme available

There are several types of loyalty programme, each with its own unique characteristics:

Programmes based on points : For each overnight stay, customers earn a certain number of points corresponding to the amount spent. These points can then be exchanged for various benefits.

Level-based programmes : This type of programme establishes different levels of membership (silver, gold, platinum) depending on the number of stays or the amount of money spent. Each level offers greater benefits.

Co-branded credit cards : Some hotels partner with banking institutions to issue credit cards bearing their name. Using these cards for any purchase earns loyalty points that can be used in the partner hotel.

Special offers and promotions : One-off promotions, such as bonuses for bookings made during certain periods, are used to attract more loyal customers to new offers.

Design and implementation strategy

The design and implementation of a consumable loyalty card must be carefully thought through to ensure that it is attractive to both customers and the company. Here are some key strategies:

Simplicity : The programme must be easy to understand and use, with simple, clear rules on how points are earned and used.

Accessibility : Digital integration, in particular via an intuitive mobile app, makes it easier for customers to get involved and use their points.

Customisation : By using the data collected, hotels can offer personalised experiences and suggestions that increase the sense of value for the customer.

Strategic partnerships : Joining forces with other companies in the travel, leisure or shopping sectors can amplify the benefits for customers.

The economic impact of loyalty cards for hotel businesses

Properly implemented, a loyalty card can have a significant impact on a hotel's revenue and profitability. By strengthening customer loyalty, hotels can rely on a solid base of recurring revenues and better predict future performance.

In addition, an increase in spending per visitor is often observed. Customers who are members of a loyalty programme tend to spend more by choosing higher category rooms, taking meals at the hotel restaurant or by opting for other paid services.

Finally, a good loyalty programme also encourages the collection of valuable customer data. This makes it possible to personalise customer relations and quickly adjust marketing actions to meet changing consumer expectations.