What Makes a Worthwhile Hotel Loyalty Program?

An analysis of Hilton customer loyalty program

DOI

10.2991/aebmr.k.210712.050How to use a DOI?

Keywords

Hilton, HHonor programs, five features, loyalty, profit

Abstract

Customer loyalty programs are becoming more and more prevalent across industries. The main goal of this paper is to discuss five key features loyalty programs in hotel industry should possess to be outstanding and analyse the case of Hilton HHonors program with the five features to evaluate their practical use. Overall, Hilton has been effective in increasing customer satisfaction, improving brand revenue and limiting the loss of customers by adopting the Hilton HHonors program. However, some flaws in Hilton’s loyalty programs are also revealed under the in-depth case analysis. Therefore, suggestions indicating frequent evaluations and monitoring of the existing loyalty programs are then proposed.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zhixiang Zhou
AU  - Rui Dai
AU  - Choishan Chung
AU  - Zhenliang Zhang
AU  - Yunlin Weng
PY  - 2021
DA  - 2021/07/12
TI  - What Makes a Worthwhile Hotel Loyalty Program?
BT  - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021)
PB  - Atlantis Press
SP  - 288
EP  - 292
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210712.050
DO  - 10.2991/aebmr.k.210712.050
ID  - Zhou2021
ER  -