Traditional loyalty programs often relied on physical cards or complex systems that customers had to carry and manage themselves. With a digital loyalty program, hotel establishments are modernizing this experience by offering an intuitive solution, accessible at any time via smartphone or computer.
Customers benefit from a simplified experience: no more physical cards, instant access to loyalty points and benefits. For hotels, digital programs allow for the collection of essential customer data to personalize the experience and offer adapted offers.
To maximize the impact of a digital loyalty program, it is important to integrate certain key elements that facilitate customer adherence and maximize customer engagement.
A digital loyalty program should be easily accessible and understandable. For example, it can be integrated directly into the hotel's digital room directory. Thus, customers can consult their loyalty points and benefits effortlessly, via a QR code, without downloading an additional application.
The data collected through customer interactions allows hotels to adapt their offers. A guest who stays regularly during the low season could be offered a discount the next time they stay, while a customer who loves spa services could receive special offers for massages.
Modern loyalty programs use gamification techniques to make the experience more engaging. For example, a customer who stays in a hotel three times could reach a higher status, unlocking exclusive benefits such as upgrades or discounts on additional services.
The impact of a digital loyalty program goes far beyond simply retaining customers. It offers several strategic advantages that reinforce the hotel's position in the market.
Retaining a customer is often less expensive than acquiring a new one. With a digital program, hotels can set up targeted campaigns at a lower cost, based on the preferences and buying behavior of their customers.
Each interaction in the loyalty program provides valuable data, such as room preferences, services enjoyed, and even preferred booking periods. This information allows hoteliers to personalize their communication and offer perfectly adapted promotions.
A well-thought-out digital loyalty program can transform the customer experience by making every stay more enjoyable and memorable. For example, a loyal customer could receive special attention upon arrival, such as a welcome drink or a free upgrade, reinforcing the feeling of appreciation.
Before launching a loyalty program, it is essential to define goals, such as increasing retention rates, increasing the frequency of stays, or improving additional sales. These indicators make it possible to measure the effectiveness of the program and to adjust strategies.
For a loyalty program to be effective, it needs to be easy to manage. A platform like Sunver can be particularly useful. It offers a digitized solution accessible via QR code, making it possible to manage customer interactions in real time and to ensure optimal personalization.
Employees play a key role in promoting the loyalty program. Proper training allows them to clearly explain the benefits of the program to clients and maximize memberships. The loyalty program must also be integrated into every stage of the customer journey, from booking to check-out.
The digital loyalty program allows hotels to stay connected with their customers even after they leave, thanks to personalized notifications and exclusive offers.
A well-designed digital loyalty program keeps customers coming back. By offering them rewards for each stay, hotels create a long-term relationship, where the customer feels valued and recognized.
With personalized offers, customers are more likely to book additional services, like the spa or local activities. Online payments, especially via platforms like Stripe, simplify the management of reservations for additional services.
Digital loyalty programs also allow hotels to promote their eco-responsible commitment. By reducing the use of plastic cards and paper brochures, they contribute to a sustainable approach.
By adopting a digital loyalty program, hotels have the opportunity to transform their customer relationships and build customer loyalty in an efficient and profitable way. With advantages such as the personalization of the experience, the reduction of marketing costs, and better knowledge of customers, a digital loyalty program is an essential solution for hotel establishments wishing to stand out and retain their customers.
sourcing
“Why Hotel Loyalty Programs Are Worth It” Hotel Tech Report
“Key figures on the role of technology in the hotel guest experience” Loungeup
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Article written by:
Nathan Assouline
Co-founder of Sunver
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