Kristi Gole, GHA EVP Strategy, commented: "The GHA survey is a barometer of consumer sentiment, the research spanned 94 markets and was conducted in four languages, not only surveying GHA DISCOVERY members but also including in-depth interviews with members of competing hotel loyalty programmes, as well as best-in-class loyalty schemes outside of the hospitality sector.
GLOGHA has published its annual loyalty customer survey – the voice of members and customers to ensure the GHA Discovery loyalty program evolves as they do.
The latest report delves into ‘What Travellers Want Most from Loyalty Programmes’, revealing the perceptions, preferences, and priorities of today’s travelers and members of leading hotel loyalty programs, including GHA DISCOVERY, which now has 25 million members worldwide.
Kristi Gole, GHA EVP Strategy, commented: “The GHA survey is a barometer of consumer sentiment, the research spanned 94 markets and was conducted in four languages, not only surveying GHA DISCOVERY members but also including in-depth interviews with members of competing hotel loyalty programs, as well as best-in-class loyalty schemes outside of the hospitality sector. In addition to the quantitative and qualitative research, we considered competitive reviews and travel trends analysis to provide a comprehensive assessment of the current landscape.”
It highlights travelers’ desire for tailored experiences, maximum value and enjoyment from every trip, sustainable travel choices, and a loyalty program that offers simplicity and flexibility, with GHA DISCOVERY stacking up very well against the competition across all of these elements.
The report also identifies what perks travelers seek most, with an overwhelming 70% of elite GHA DISCOVERY members ranking room upgrades as top preference.
Key takeaways:
- balance of hotel loyalty requirements (55% of respondents) and relevant discounts (45%) have to balance with emotional needs (e.g., with feeling like a valued customer, 44%).
- customer experience is extremely important and members are most motivated to stay and earn due to reassurance the hotel will be of good quality (37% of respondents) followed by the guarantee of the good service they will receive (33%) and getting the best value for money (31%).
- D$ is a form of payment that members use towards their bills at check-out. The most common occasion for using D$ is being on holiday/vacation, with 73% of members spending their rewards this way.
- Members prefer to hear from GHA DISCOVERY directly (70% of members), rather than individual hotels and appreciate updates on their membership, as well as rewards and deals.
- Members are excited about the expansion of the program through earning D$ without a stay, as well as benefits through new collaborations (such as access to restaurants or clubs) and partnerships (with companies such as airlines), but the game changer is improved access to room upgrades.
Read the full report here.
Source: GHA
