“Our studies in the Middle East show that most people in the region have about six hospitality loyalty cards, so the consumers are well educated about loyalty programmes.”
This is a fact that HMH is hoping to turn to its advantage when it launches its own loyalty scheme at the end of this year.
“Loyalty programmes are a critical aspect of today’s consumer behaviour and our guests have been asking for one,” says Voivenel. “We have entered into partnerships with frequent flyer programmes such as Emirates’ Skywards, and Ethiopian Airlines’ ShebaMiles.”
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If your brand does not enjoy a global reach and millions of loyal customers, you just need to ensure you’re getting “maximum bang for your buck”, adds Citymax’s Challapalli.
“We might not have the same name recognition as the global mid-market brands, or as deep pockets. Our marketing is very ROI driven. We have to work harder because we’re a smaller, younger brand.”
Although, the trend towards one-on-one marketing presents challenges to smaller hotel operators, it also serves to level the playing field. If the product is right, and the social media messages are supportive then smaller operators can create a powerful, cost effective, marketing buzz. “The marketing function is increasingly important at the hotel level. A company the size of Accor has to imagine globally, but still rollout locally,” says Accor’s Henry.
“We are all just trying to adapt to the evolution of customers’ needs, and we have to do that in the new battlefield of the 21st century – the digital environment.”
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