🏨 Hotels Auction Money-Can’t-Buy Experiences in Battle for Members 💰✨
🔹 Unique Experiences for Loyalty Members:
* Jonathan Masehi-Lano and his mother are heading to Singapore’s Grand Prix, thanks to a special experience offered by Hilton. They won a pit stop practice session and premium race tickets by bidding 2,675,000 points! 🏎️
* This exclusive adventure highlights the trend where hotel loyalty programs offer experiences that can’t be purchased outright, increasing engagement among members.
🔹 The Competitive Landscape:
* Major hotel chains like Hilton and Marriott International are in a fierce competition to attract loyalty members by providing unique experiences, from VIP concert seats to private sports masterclasses. 🎤🎾
* Loyalty program members are crucial for revenue, generating 2.5 times more revenue than non-members. Hilton has seen a 29% growth in loyalty membership since 2022, with members accounting for 66% of room nights booked.
🔹 Focus on Asia:
* The Asia market, especially China, is a primary focus. Marriott reports that 30% of its Bonvoy members now come from Greater China, underscoring the region’s growing significance in global travel. 🌏
* Both Hilton and Radisson are ramping up efforts to enroll more members in this key market.
🔹 Creating Emotional Connections:
* Hilton aims to build an emotional bond with guests by offering creative, memorable experiences. Recently, they auctioned paddock packages for the Singapore Grand Prix, attracting a record 209 bids! 💫
* Marriott also engages members with unique offers, such as tennis masterclasses and exclusive event access.
🔹 Challenges for Regular Members:
* The high point thresholds for exclusive experiences can alienate average members. Top-tier events are often won by those with significant credit card spending rather than frequent hotel guests.
* This dynamic raises concerns about member engagement, as ordinary guests may feel excluded from these auctions.
🔹 Conclusion: For dedicated loyalty members like Masehi-Lano, these unique offerings enhance their travel experiences and strengthen their commitment to brands like Hilton. As the hospitality industry continues to recover post-pandemic, creating unforgettable experiences remains a key strategy for attracting and retaining valuable guests. 🌟
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