As hotels fine tune their marketing plans for the year ahead, we asked five hotelier experts to summarise what having a hotel loyalty programme means to them?
"We measure our success with the progression of the number of members we have, which will reach 8 million worldwide by the end of 2011 and also by the number of active members, representing 41% as of November 2011." Christophe Landais, managing director, Accor Middle East
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"The Fairmont President’s Club is more than a set of benefits and offerings; it is the way we do business and how we treat our most important customers." Kent Cooper, vice president of regional hotel sales for the Middle East and Africa, Fairmont
"If a loyalty programme is done well, it will make a noticeable difference to the guest experience, and that is when you know you have got it right." Farrah Ismail, director of sales and marketing at Millennium Airport Hotel Dubai
"We do not have a customer loyalty programme, but rather we operate an extensive guest recognition programme." Jean Forrest, general manager, marketing of The Peninsula Hotels
"Research conducted with our guests has shown us that loyalty programmes are not the primary reason for choosing luxury hotels." Antoine Corinthios, president of Europe, Middle East and Africa, Four Seasons
To see this month's five hotel loyalty scheme case studies, click here.
Or click here to read about three hotel groups that don't have loyalty scheme
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