Hyatt Corporation has expanded its F&B loyalty programme, Dine In by Hyatt, following three months of customer research in partnership with YouGov Siraj.
Between May and July 2010, Hyatt conducted three phases of research involving active Dine In by Hyatt members across Dubai, where there are 29 outlets across Hyatt’s three hotels.
Area director for Hyatt Hotels in Dubai and general manager, Grand Hyatt Dubai John Beveridge said: “The results of our extensive research means we now offer members an easy-to-use programme with prefered pricing and the opportunity to earn more rewards.
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“Following our research we are focusing on broader redemption options including strategic alliances with extended business partners. We are enhancing existing offers to ensure that customers are more engaged with Dine In by Hyatt activities. We have focused on making rewards and redemptions easy to understand and easy to enjoy. This is now the power of the programme,” added Beveridge.
Around 77% of those surveyed said ‘good deals’, ‘earning rewards’ and ‘saving money’ are key factors of the programme, while 70% said ‘ease of redemption and earning’ is vital.
Around 58% of members said a ‘simple to use programme’ should be put in place.
For high point earners, ‘good communication’ surrounding the programme was a key factor (57%) while restrictions to certain events, or unreasonable conditions to earn points were viewed negatively.
The research consisted of an online survey involving 493 participants (phase one), a mini focus group involving four groups of four/five participants (phase two) and a second online survey involving 372 participants (phase three),
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