Loyalty programs are one of the hottest and most sensitive marketing areas of the hospitality, tourism and leisure activity sector.
The objectives are clear; an effective loyalty program fosters a customer base that spends more, feels valued and becomes a brand advocate. However, accomplishing these goals is not easy. Hotels, airlines, restaurants and consumer brands all feel pressure to develop loyalty programs and to provide some type of incentive because the competition offers these programs. The process for developing a successful loyalty program is surprisingly complex, but one thing is sure. Consumer loyalty programs are here to stay.
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