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Feature Loyalty Programme 24 MAR-APR 2020 MEETINGS & CONVENTIONS MCMAG-ASIA.COM Hotel profitability is very much dependant on customer loyalty and according to recent figures from Roiback, a specialist in the management of the direct channel of hotel sales, a loyal and regular customer can spend 67% more than a new one. A loyal guest allows the hotel to reduce the acquisition cost if the customer books directly rather than from another platform. In this issue, M&C Asia features innovative ways in which hotels are re-inventing their loyalty programmes. Loyalty pays Speeding up profits by fuelling loyalty.

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