What Makes a Worthwhile Hotel Loyalty Program?
An analysis of Hilton customer loyalty program
Authors
Zhixiang Zhou, Rui Dai, Choishan Chung, Zhenliang Zhang, Yunlin Weng
Corresponding Author
Zhixiang Zhou
Available Online 12 July 2021.
- DOI
- 10.2991/aebmr.k.210712.050How to use a DOI?
- Keywords
- Hilton, HHonor programs, five features, loyalty, profit
- Abstract
Customer loyalty programs are becoming more and more prevalent across industries. The main goal of this paper is to discuss five key features loyalty programs in hotel industry should possess to be outstanding and analyse the case of Hilton HHonors program with the five features to evaluate their practical use. Overall, Hilton has been effective in increasing customer satisfaction, improving brand revenue and limiting the loss of customers by adopting the Hilton HHonors program. However, some flaws in Hilton’s loyalty programs are also revealed under the in-depth case analysis. Therefore, suggestions indicating frequent evaluations and monitoring of the existing loyalty programs are then proposed.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Zhixiang Zhou AU - Rui Dai AU - Choishan Chung AU - Zhenliang Zhang AU - Yunlin Weng PY - 2021 DA - 2021/07/12 TI - What Makes a Worthwhile Hotel Loyalty Program? BT - Proceedings of the 2021 International Conference on Economic Development and Business Culture (ICEDBC 2021) PB - Atlantis Press SP - 288 EP - 292 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210712.050 DO - 10.2991/aebmr.k.210712.050 ID - Zhou2021 ER -