S/T/10. Dissertation + Proposal. Communication Mix to Promote Hotel Customer Loyalty Programmes in the Hospitality Industry

Customer loyalty programmes are one of the most efficient and successful marketing tools. In today's hospitality industry, loyalty programmes are playing a cost-effective role in stimulating repeat business and gaining competitive advantage. This research work analyses the patterns and promotion strategies of customer loyalty programmes in three global hotel chains. Additionally, company and customers perceptions concerning promotion methods were investigated. Primary and secondary sources of collecting data were used. Through the secondary research, a critical review of the updated literature regarding the loyalty programmes and its promotion strategies was obtained. Moreover, local hotels of three chosen global chains were presented as a sample of the primary research. In order to obtain required information, the interviews with marketing managers were conducted as well as 150 questionnaires were distributed amongst the hotel guests. After collecting and analysing both types of research of this study, it was discovered that loyalty programmes are an inevitable component in building strong relationships with customers in the hotel environment. They are successfully generating financial benefits, increasing the repeat sales, revenue and profit with lower cost of operating. Promotion of loyalty programmes has become greater than before as more and more loyalty programmes are appearing at the international arena. The main promotion tools are advertising in magazines/journals, hotel brochures and leaflets as well as on Internet web sites. Also hotel public relations within the target market are used extremely. These include such as presentations, conferences, training programmes, etc. Likewise, members of the loyalty programmes are considered as a word of mouth communication promotion method. In the last part of this research work, methods for developing and improving promotion strategies were recommended.