Levelling up loyalty

Demand drivers have largely shifted within the extended stay industry. The rise of bleisure travel fuelled by remote working policies has presented a huge opportunity for operators to attract customers, and group travel has taken the guise of relocating families or trips associated with film, music and sport. As the industry becomes more dynamic, loyalty programs will need to adapt to cater to a wider range of travellers and their evolving needs.

Over the past 12 months, TFE Hotels has created a new eClub Member Program based around “no tiers, no points, no unreachable goals – but a range of instant rewards to enjoy with every booking/stay,” said global marketing officer Katia Giurtalis. “Instant gratification is a big driver for many travellers and hotel guests, and that includes during the booking process.”

Traditional programs catering to business travellers will need adjustments to appeal to the broadening demographic, and in order to stand out I suspect loyalty programs will expand outside of room discounts, offering experiences or local partnerships.