“If you want loyalty, buy a dog,” said South African professional speaker Michael Jackson, who travels extensively and logs about 120 nights per year for business and another dozen for personal stays. “There isn’t a hotel group I feel strongly enough about in a world of competitive products, rates and special offers.”
But old sayings aside, plenty of frequent travelers do feel a sense of loyalty to particular brands, in large part due to the perks they earn from rewards programs.
Mike Borzumate, practice area manager, Xonitek Consulting Group, focuses his efforts on InterContinental Hotels and Resorts’ Priority Club—and said that loyalty programs are very important when selecting individual properties.
“Because we use a fixed per diem rate for travel, I have considerable latitude on which hotel to select,” he said. “Most destinations have several properties with excellent reviews; the loyalty program—and promotions, in particular—are the tie-breakers.”
“Hotel programs are underrated—they offer some of the best flexibility out of any type of loyalty programs,” said Patrick Sojka, CEO and founder of FrequentFlyerBonuses.com. “You earn points that can be used for free nights, frequent flyer miles, merchandise, lifestyle experiences, you name it.”
And with great rewards comes great loyalty.
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