The benefit of guest loyalty programmes
The aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2017-01-01
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| Series: | Research in Hospitality Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/22243534.2017.1355452 |
| _version_ | 1827774499351691264 |
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| author | Fleur La Rose Bill Rowson |
| author_facet | Fleur La Rose Bill Rowson |
| author_sort | Fleur La Rose |
| collection | DOAJ |
| description | The aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme and its use; the sort of loyalty programmes; the effects of a loyalty programme; and the wishes and needs of a leisure guest. Surveys were divided among 46 leisure guests of Apollo Hotels and Resorts in order to collect data on consumer demand for a guest loyalty programme. The data shows that it is highly recommended for Apollo Hotels and Resorts to implement a leisure guest loyalty programme based on tiers, with the possibility to redeem the saved credits for discounts at Apollo Hotels and Resorts. Furthermore, the data shows it is important that members of the guest loyalty programme receive special services not available to non-members. |
| first_indexed | 2024-03-11T13:39:15Z |
| format | Article |
| id | doaj.art-4c0342131dd2400e925e067e8461ce04 |
| institution | Directory Open Access Journal |
| issn | 2224-3534 2415-5152 |
| language | English |
| last_indexed | 2024-03-11T13:39:15Z |
| publishDate | 2017-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Research in Hospitality Management |
| spelling | doaj.art-4c0342131dd2400e925e067e8461ce042023-11-02T13:54:02ZengTaylor & Francis GroupResearch in Hospitality Management2224-35342415-51522017-01-0171111510.1080/22243534.2017.13554521355452The benefit of guest loyalty programmesFleur La Rose0Bill Rowson1Stenden University of Applied SciencesStenden University of Applied SciencesThe aim of this research is to find out what kind of guest loyalty programme Apollo Hotels and Resorts should implement for their individual leisure guests in order to gain more loyal leisure guests. In the literature review of this research, the following aspects are discussed: a loyalty programme and its use; the sort of loyalty programmes; the effects of a loyalty programme; and the wishes and needs of a leisure guest. Surveys were divided among 46 leisure guests of Apollo Hotels and Resorts in order to collect data on consumer demand for a guest loyalty programme. The data shows that it is highly recommended for Apollo Hotels and Resorts to implement a leisure guest loyalty programme based on tiers, with the possibility to redeem the saved credits for discounts at Apollo Hotels and Resorts. Furthermore, the data shows it is important that members of the guest loyalty programme receive special services not available to non-members.http://dx.doi.org/10.1080/22243534.2017.1355452guest loyalty programmeleisure guestsloyalty programme based on tiersdiscountspersonal service |
| spellingShingle | Fleur La Rose Bill Rowson The benefit of guest loyalty programmes Research in Hospitality Management guest loyalty programme leisure guests loyalty programme based on tiers discounts personal service |
| title | The benefit of guest loyalty programmes |
| title_full | The benefit of guest loyalty programmes |
| title_fullStr | The benefit of guest loyalty programmes |
| title_full_unstemmed | The benefit of guest loyalty programmes |
| title_short | The benefit of guest loyalty programmes |
| title_sort | benefit of guest loyalty programmes |
| topic | guest loyalty programme leisure guests loyalty programme based on tiers discounts personal service |
| url | http://dx.doi.org/10.1080/22243534.2017.1355452 |
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