THE PRICE OF LOYALTY
FOR TRAVELLERS, IT’S ALL ABOUT THE POINTS. BUT CAN HOTEL
LOYALTY SCHEMES
BENEFIT A CORPORATE TRAVEL PROGRAMME?
94 BBT MAY/JUNE 2014
WIN, LOSE OR DRAW, the late boxing pro- moter Mickey Duff was ambivalent about his prize fighters quitting for potentially better rewards elsewhere. “If you want loyalty,” he said, “get a dog.” Hotel chains or their customers currently sparring over the streamlining of reward schemes might share similar sentiments. They certainly apply to corporate travel buyers or managers viewing a value-added segment or ‘perk’ that is personal to individual employ- ees and runs largely in isolation or under the radar of managed travel.
Their general detachment is heightened
by being a commercial step removed from the direct supplier-traveller relationship. The recent and ongoing tailoring among major hotel reward schemes primarily involves improving personal customer data mining and broadening online distribution chan- nels. It revolves around optimising booking and servicing costs, while identifying and feeding the demands of a new traveller age (see panel, Change is inevitable, p97. The net result in a subjective, often convo- luted and zealously guarded personal sphere,
BUYINGBUSINESSTRAVEL.COM
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