CRM for Hotels

Why your hotel should have a loyalty scheme


28 July 2015 at 6:00, by

Customer loyalty, Google Plus.

Customer loyalty, Google Plus.

A repeating guest has incalculable value for any hotelier. Their coming back implies that their stay has lived up to or exceeded their expectations.

When a client is loyal to a certain hotel it is easier to tighten the bond between the traveller and the brand. Therefore it is always worthwhile to develop a loyalty scheme.

Hospitalitynet backs this up. The use of this type of incentive is simple: users accumulate points whenever they stay in the same hotel, these points can be used against future stays or in exchange for gifts.

According to the publication some hotels make the mistake of aiming their loyalty schemes only at clients with deeper pockets, but it is advisable to offer a more global focus, so all guests can take advantage of the benefits.

Another essential element in this regard, is the need to train the CRM department, making sure they are up to date and can transmit all the novelties to clients or possible clients. Additionally each chain or independent establishment must decide how to inform guests of the existence of their scheme. Email and specific mobile apps are the most common means when spreading the news in this area, (promotions, exchange options, amount of points, etc.).

When it comes to the origins of loyalty schemes, Hospitalitynet claims that they were born in the 80s, to encourage bookings and retain clients who had already stayed in the hotel. Even though they’ve been around for 30 years, there are still professionals in the sector who are hesitant to initiate such a scheme in their hotel because of the high cost involved.

However, a study carried out by Cornell University, shows the link between loyalty schemes and increased profit. Therefore, the research (carried out using 50.000 hotels in the United States) proves that, once clients have signed up to them, hotels with a loyalty scheme have seen their income increase by an average of 50%.

Apart from increased income, we can’t ignore the fact that every time a member registers in one of these programs the hotel has a chance to get to know their preferences, almost to the last detail. In this way, each stay can be seen as a challenge in which each element counts towards providing perfection. In other words, loyalty schemes are a great ally for segmentation and personalization in the hotel industry.


At Idiso we can connect your hotel directly to the sales systems of the main online agencies and channel managers. Additionally, CRM specialists Innwise, boasts the best team to advise your hotel on how to achieve client satisfaction, so they will repeat their stay in the future.



Idiso is much more than a technological service provider. Our mission is to provide real value to our clients. We want to become THE GLOBAL HOTEL SALES PARTNER, helping hoteliers sell more and better thanks to our 360º distribution and marketing solutions.

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