Hotel Customer Loyalty study for international groupBy Tim Sander
A major hotel chain commissioned BDRC to provide strategic recommendations on how best to drive guest loyalty across multiple European and Asian markets.
Using qualitative research techniques, BDRC set out to understand the requirements of frequent travellers in India and China. Evaluating a series of alternative strategies, we recommended adapting and enhancing the loyalty programme across this chain’s Indian and Chinese portfolio.
BDRC provided direction on the benefits that the loyalty programme would need to offer in order to drive both membership of the programme and its influence on the booking decision.