忠诚度分歧：运营商和消费者的观点报告(英文版).pptx

The Loyalty Divide Operator and Consumer Perspectives,The research cited in this paper was conducted in February 2018 withover 13,000 consumers globally and 500 businesses across retail, hotels and restaurants in 9 countries across North America, Europe, Latin America and Asia-Pacific: Australia, Brazil, China, France, Germany, India, Mexico, UK and USA.Independent research and creative consultancy, Morar HPI, conducted the survey which explores consumer and business attitudes towards loyalty and advocacy today andin the future. This report is based on the findings from the study.,Methodology,Introduction,As more people continue to travel all over the world for business and pleasure, so the battle for hotel guests has become more and more intense, and unsurprisingly hotels are deploying a full range of loyalty programs and incentives to try and hook in guests, build up brand loyalty and reap the rewards of return business. Points programs, privileges such as free access to spas or executive lounges and exclusive offers are popular rewards.But are guests engaged? Given the choice to revoke their personal information from hotel brands, more than 80% of respondents said they would. Yet loyalty programs are at the heart of hoteliers commercial strategy. So what is going on?,Weve uncovered a surprising divide in perception between how businesses view loyalty programs and what guests really think. But all is not lost.As increasingly sophisticated algorithms enable businesses to target and personalize their offers, the opportunity to engage guests more effectively has increased. And with the role of social media, in particular influencers, growing in importance, theres a rich new vein to mine when it comes to winning loyalty. In this complex world of infinite choice, we have identified four behavioral types ,The Broadcaster, The Enthusiast, The Lazy Loyal and The Seeker typologies that most people shift between depending on whether theyre travelling for business or pleasure, booking the annual family vacation or jetting off for a once- in-a-lifetime treat. Theres greater complexity for hoteliers hoping to win the types over, but if they can tap into these behavior patterns and create more tailored loyalty programs, then the opportunity for gaining new and, more importantly, loyal guests is huge.,Weve uncovered a surprising divide in perception between how businesses view loyalty programs and what guests really think.,The Great Divide,Hoteliers are heavily invested in loyalty programs and in a drive to grow customer bases, and then retain those guests, offer what they think are relevant and incentivizing programs which usually include benefits such as free room upgrades, free access to facilities such as spas and executive lounges, and rolling, 24-hour check-in. Guests, however, are far less engaged in the programs than hoteliers realize. Rather than having an open attitude to the programs, the consumer research bears out a far more selective approach. Some 61% of business respondents believe guests will sign up to every loyalty program on offer, where in reality only 24% of guests do, with a third rarely signing,up to any loyalty program at all, a figure hotels guessed to be just 6%. Relevancy of offers and rewards is another area that throws up a large discrepancy: 54% of hoteliers thought guest offers are mostly relevant, while only 22% of guests think they are. Conversely only 6% of hoteliers thought guest offers are rarely relevant whereas 39% of guests think offers are not relevant.Furthermore, 62% of hoteliers currently do not engage influencers and 71% do not have brand ambassadors, yet 43% of guests are influenced by YouTubers. Its clear that if hotels want loyalty programs to be successful, a rethink in strategy is required.,When it comes to loyalty, our data reveals a significant split in the perception of hoteliers and their guests.,Hotels think that guests would openly sign up to every loyalty program,guests are much more selective, only signing up to programs with real relevance,6%rarely join,30%rarely join,33%only sign up to select, relevant programs,46%only sign up to select, relevant programs,61%sign up to every loyalty program,24%sign up to every loyalty program,Misconception 1 - guests are very engaged in loyalty programs,Hotels,Guests,6%say guest offers are rarely relevant,39%say offers are rarely relevant,40%say guest offers are sometimes relevant,Hotels collaborating with influencers,Guests more likely to trust brands reviewed by YouTubers,62%do not do this,20%disagree,37%neutral,43%agree,38%currently do this,40%say offers are sometimes relevant,54%say guest offers are mostly relevant,22%say offers are mostly relevant,Misconception 2 - offers are relevant,Misconception 3 - loyalty is a guest / hotel only relationship,The Future of Loyalty,Younger age groups in particular have a propensity to join loyalty programs and say their loyalty is growing.,Despite the great divide, the future of loyalty is looking good and there are no signs that it is going to die out any time soon. Younger age groups in particular have a propensity to join loyalty programs and say their loyalty is growing, while a very small percentage of respondents across all age groups aged 18 to 55+ say they are less loyal to brands than they were five years ago. Which is good news for businesses as they are heavily invested in the programs. A massive 75% measure their loyalty reward programs in the context of commercial objectives - and for 60% the programs are seenas a commercial imperative. However, over half of hoteliers are only recognizing loyalty by measuring data from guest surveys and loyalty card data, with a quarter also measuring transaction data and mobile apps. These activity measures, while obviously important, dont take into account the impact of word-of-mouth marketing and the growing role of social advocacy, which can be seen as behaviors.,These two sides to brand loyalty are gradually coming into balance in terms of their importance, with consumers increasingly recommending hotels to friends, following a hotels online activity and posting reviews online. However few hotels are even measuring these behavioral benefits, with only a third monitoring online reviews and social media posts. Hoteliers also have the challenge of catering for both business and leisure travelers, who can be very different. Our data shows that guests booking leisure stays are much less likely to care about earning or redeeming points (30% say this doesnt influence their hotel choice) compared with business travelers, where 82% are likely tobook a hotel where they can earn points. However, its clear overall that the desire for earning loyalty points is in decline in favor of more immediate rewards and experiences. 61% of guests think a loyalty program based on experiences rather than points-based rewards would be appealing.,Propensity to use loyalty programs,More loyal or less loyal,Less loyal than before As loyal as before More loyal than before,Rarely join loyalty programsOnly sign up to select, relevant programs Sign up to every loyalty program,Guests demonstrate their loyalty to hotels in terms of both activity and behavior,Question: Thinking about the hotel chains you are most loyal to, why would you say you are loyal to them?,However, almost half of hotels will only take into account activity measures of loyalty,Activity,Behavior,33%recommend these brands to friends,33%visit these brands more frequently than others,20%become loyalty card members,19%follow brand activity online,20%spend more with these brands than others,17%post reviews about the brand online,40%activity only,The Rise of Social Advocacy,There is no doubt that social media has become a massive player in building brand awareness as well as brand loyalty. As guests increasingly interact through social media channels and look to social media influencers for unbiased opinions, so the impact of these channels on their choices grows, with an ever-growing number of guests across all age groups increasingly willing to share brand-related content through their own social media. Guests think its essential for hotels to have a presence on social media and will trust social media influencers over and above traditional advertising. More than half of all respondents said they are likely to research brands on social media before buying and share photos of hotels that stand out on their social channels. And just under a half are likely to feature a hotel on social media in exchange for a reward or offer, with 46% saying they would link social media activity to a rewards program with automatic rewards for posts.,57%are likely to research brands on social media before buying,56%are likely to share photos of the hotel that stand out on social media,48%are likely to feature the hotel on social media in exchange for a reward/offer,46%are likely to link social media activity to a rewards program with automatic rewards forposts,Guests thinksocial media influencers are more trustworthy than traditional advertising or celebrity endorsements.,It is essential that hotel brands today have an active presence on social media,Hoteliers used and recommended by social media influencers are more trustworthy than those recommendedby celebrities,YouTube reviews are more trustworthy than branded advertising or communications,Social media influencers are more trustworthy than generic customer reviews,Disagree Neutral Agree,17%,30%,52%,20%,37%,43%,25%,38%,37%,33%,35%,32%,Personalization: Connected and Immediate,When it comes to hotel experiences, for guests personalization is about being recognized as an individual, with a level of service that goes beyond a traditional brand experience and it very much centers around two core ideas: connection and immediacy. The former is perceived by consumers to be a service that is valuable or relevant to them personally they do not want to receive generic, cookie-cutter offerings; they want their uniqueness to be recognized. Immediacy is pretty much what it says on the tin how can a service make everythingabout the guests whole experience smooth and easy.,For loyalty programs to remain relevant, hoteliers need to aim for a level of personalization that feels niche, not mass. As new legislations come to pass, such as General Data Protection Regulation, and guests concerns around privacy grow, traditional approaches to segmentation and offer targeting will become obsolete. Understanding guest behavior and the role of influencers in predicting a guests next action will be essential to landing offers that consumers want to receive - and in turn - acton which will ultimately drive increased loyalty expressed both in terms of activity and behavior.,For loyalty programs to remain relevant, hoteliers need to aim for a level of personalization that feels niche, not mass.,Connected is being recognized as an individual. Immediateis about making hotel experiences effortless.,Connected,Immediate,69%think personalized offers based on their stated preferences are appealing,78%think Immediate benefits are more appealing than accumulating points,65%think a more personal service from staffis appealing,75%think a loyalty program that canbe used at a range of brands is appealing,65%think personalized offers based on purchase history are appealing,73%think frequent rewards / offers which are not dependent on earning / redeeming points are appealing,Loyalty programs that are truly personalized are very engaging for guests.,87%find appealing,86%find appealing,65%find appealing,90%find appealing,Personalized service from hotel staff that understand my preferences and show me relevant excursions, recommendations and offers,A mobile app that provides relevant and personalized information about the hotel (e.g. navigating the hotel, booking a table at the restaurant, booking activities or experiences),Personalized offers based on purchase history,Completing a questionnaire about personal preferences as part of a new loyalty program membership so that offers can be tailored,The Role of Technology,For hoteliers, technology plays a key role in driving connection and convenience. With technological advances being made at a dizzying pace, there is enormous scope for fine-tuning and tailoring loyalty schemes to individuals. And the majority of guests are very open to advanced technologies that support brand experiences without being invasive.,They also think the idea of being able to receive personalized service from hotel staff who understand their preferences and show them relevant excursions, recommendations and offers is extremely appealing and 86% would be willing to complete questionnaires about their preferences as part of a new loyalty program membership so that offers can be tailored to them. When it comes to convenience, more than 85% of guests love the idea of mobile apps for check-ins and check-outs, using virtual reality to explore hotel rooms and then having the option of specifying a particular room when booking, and staff having access to a mobile or tablet so they can offer guests services from anywhere, not justthe front desk. However, for some guests, especially older demographics, things such as room service robots can be a step too far, crossing the line where personalization becomes invasiveness.,The majority (90%) love the idea of being able to accept or reject offers so that hotel loyalty programs can learn what products and offers are ofmost interest.,Guests are open to the idea of new andadvanced technologies that enhance the hotel experience.,Redeem loyalty points or rewards for new experiences (never tried before) based on social media profile and preferences,83%find appealing,Voice-activated technology such as Alexa, Google Home, and Siri to control room lights, ambience, and place room service orders,73%find appealing,Wearable technology that can be used to interact with the hotel experience from room access to personalized experiences for the whole stay,77%find appealing,A mobile app that supports check-in, checkout and provides relevant and personalized information about the hotel (e.g. navigating the hotel, booking a table at the restaurant, booking activities or experiences),88%find appealing,The ability to explore hotel rooms through Virtual Reality before deciding which hotel to stay in or which room to choose as part of the booking process,87%find appealing,The Four Loyalty Typologies,The research uncovered four main types of guests: The Broadcaster, The Enthusiast, The Lazy Loyal and The Seeker, which people will flip between depending on what type of travel theyre engaged in, so the same person might be a Broadcaster when they go on honeymoon to the Maldives,an Enthusiast when booking their annual ski,