Northstar

JUL-AUG 2018 21 MEETINGS & CONVENTIONS MCMAG-ASIA.COM T rends in hotel loyalty are changing and consumers begin to tire of traditional points rewards schemes as they seek out personalised service and unique experiences. A report by Atomik Research published in October 2017 found that discounts and coupons were the top-ranking tactic used in loyalty programmes, according to 67% of respondents. However, the survey showed that the most eective means of bolstering loyalty was to oer a breadth of products and services that could help boost customer experiences. About 50% of those surveyed reported that they were actively working to improve customer experience, with 33% adopting a greater range of products and services. "Hotels are increasingly recognising and responding to demand from the meetings & events industry for loyalty programmes, compared with some years ago when most loyalty programmes were just targeted at transient business travellers and leisure travellers," said Nelson Khoo, event manager, Carlson Wagonlit Travel Meetings & Events. With the MICE industry being valued at anything between $200 and $500 billion dollars globally, hotel companies are fostering loyalty amongst meeting planners. GOING THE EXTRA MILE Achieving loyalty need not be as hard- lined as calculating points per dollar spend, as planners seek 'soft' benets and rewards for their loyalty, such as complimentary Wi-Fi during events, complimentary receptions, or access to digital perks. Marriott International has launched Meetings Imagined – an online platform modelled o Pinterest and Huaban.com, where planners can seek out inspiration, tips and updates on the latest meeting trends. "At Marriott International we have studied the way planners work with hotels when they organise events… it's clear that planners are hungry for inspiration and expert tips to help keep their events fresh and exciting," said Mei Xue Ying, director, loyalty marketing, Asia Pacic, Marriott International. "Planners are prioritising brands and hotels that can help address the dierent pain points along their journey from searching and booking a venue, to planning and executing an event." PRO DIGITAL On top of that, there is growing pressure on venues to oer seamless, digital experiences pre- and during an event. Marriott International also has a Meeting Services App that enables planners to communicate directly with the events team, allowing them to make real-time requests for tech support, or anything else they might need. Hyatt introduced "planner-centric solutions to streamline and customise every step to ensure the success of the meeting in both the eyes of the planner and their guests," said Carina Chorengel, SVP, brands & marketing, APAC, Hyatt Hotels & Resorts The Hyatt Event Concierge App allows planners to manage their events via mobile, and also has a Group Bill feature which provides a single, comprehensive invoice detailing costs, to make way for more frictionless payments. "[Hyatt] introduced introduced "planner-centric solutions to streamline and customise every step to ensure the success of the meeting..." CARINA CHORENGEL, SVP, BRANDS & MARKETING, APAC, HYATT HOTELS & RESORTS EMOTIONAL LOYALTY While transactional loyalty is losing its clout in its ability to retain customers long-term, cultivating emotional loyalty is making up for the dierence. Hospitality brands that can connect with their customers on a level beyond discounts and nancial incentives have a far better chance of leaving a lasting impression on planners. One eective means of garnering emotional loyalty is by making consumers more acutely aware of what the company's values are.

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