Determine Best Practices in Hotel Direct-Booking, Loyalty Programs and Repeat Guest Strategies

Plunkett Research conducted an extensive survey for a leading global hotel firm to look for innovative marketing programs at competing hotel firms, large and small.  In particular, we sought innovations in loyalty programs, corporate communications, direct-booking and development of repeat/frequent guest marketing strategies.


Key Project Details

  • Our project required in-depth analysis of key marketing strategies used by hotel industry competitors. While it would have been easier to limit our research to the activities of top hotel chains, we also studied innovative boutique chains and independent hotels.
  • We analyzed best practices in pricing, special rates for loyalty program members and messaging to build repeat bookings.
  • We researched effective strategies for dealing with online travel booking sites such as Expedia, and travel review sites such as TripAdvisor.
  • We outlined competitive operating models, critical success factors and challenges, and pricing strategies.
  • In addition, we identified and analyzed key changes in loyalty programs, rewards, tiers, black-out dates and other details of competitors’ membership rewards
  • We researched effective strategies for increased online conversion rates.


Synthesis & Recommendations

  • We identified unique strategies used by dozens of chains, independent hotels and online travel agencies.  We identified unique ways to meet customer needs while increasing direct bookings, influencing travelers’ booking decisions while building customer loyalty and repeat business.
  • The client gained the ability to respond quickly and effectively to competitive conditions in the marketplace.