By Nicole Carlino
One major way the hospitality industry has tried to entice guests is through offering member-exclusive rates to those who book direct. Companies like Choice Hotels International, Marriott International, Hilton Worldwide, InterContinental Hotels Group and Hyatt Hotels Corporation have implemented measures with a strategy of reducing the cost of customer acquisition and increasing brand exposure. (At press time, Red Lion Hotels Corporation was the only hotel company to offer loyalty rates on an OTA website via a partnership with Expedia Inc., in which guests are also provided a direct sign-up to Hello Rewards.) But what effect will these measures have?
By Glenn Haussman
While many are enjoying the fruits of this up market, there are those constantly in panic mode. It’s the type of trepidation that prevents them from fully enjoying the current state of the industry.