Hotel loyalty program involves giving loyalty points to the customers based on the amount of money they spend at the hotel. For the case of the Hilton hotel, customers benefits from the hotel’s loyalty program known as the HHonors programs. The program involves giving the customers one point for every dollar spent within the Hilton premises worldwide either in hotel booking or buying any product at the hotel or using the HHonors credit card for any transaction. The loyalty program for the Marriot hotels known as the Rewards program also gives the customers with a membership account the chance to get ten points per every dollar spent in booking the hotel (US News Travel).
Members can also earn points through buying product and services within the hotel. In both hotel programs, customers have a chance to redeem the point for free night stays, get free flights and get rooms upgrade within any hotel affiliated with Marriot or Hilton respectively. In contrast, the value of redeeming the points is higher at Marriot with the customer getting 8.9 dollars for every one thousand points as compared to 3.7 dollars per one hundred points at Hilton. The customer also enjoys more benefits such as spa and dining gift cards at Marriott as compared to Hilton. Thus, Marriot’s Rewards program is more effective that the Hilton HHonors loyalty program.
Customers have varied benefits from the hotel loyalty points. For instance, a client can get a free night, room upgrade, spa services among other services depending on the number of points they have (Kapoor, 2007) Thus, the reward points enable the customers access some of the amenities with no additional costs. On the other hand, the hotel offering the reward points have a chance of retaining a high number of repeat clients as the customer becomes more loyal as a result of the added amenities from the hotel program. The clients are also able to market the hotel through to the friends and relatives as a result of the satisfactory services they get from the loyalty points.
Kapoor. S. (2007). Service Marketing: Concepts and Practices. Mumbai: Tata McGraw-Hill Education.
Sumarjan, N. Et al. (3013). Hospitality and Tourism: Synergizing Creativity and Innovation in Research. NY: CRC Press.
US News Travel (2014). “Best Hotels Rewards Programs”. Retrieved from http://travel.usnews.com/Rankings/Travel-Rewards/hotel-rewards/