Last updated: 01:00 AM ET, Fri December 11 2015

How Loyal Are Travelers to Their Hotels?

Hotel & Resort | Patrick Clarke | December 11, 2015

How Loyal Are Travelers to Their Hotels?

Photo courtesy of Thinkstock

While only a minority of travelers are loyal to one particular hotel brand, a recent study commissioned by Sabre Hospitality Solutions shows that that could change and that guests are open to being loyal if it means a better quality of stay.

The study — Customer Experience in Hospitality: Embrace Customer Data and Elevate the Guest Experience — shows that while many travelers bounce around between different hotel brands, they are craving an experience crafted around their preferences. 

Assuming hotels adapt, for guests, that means positive changes are likely coming down the pike.

A Majority of Customers Aren't Loyal

Sabre's study found that customer loyalty is up for grabs for the most part. That's because 64 percent of surveyed leisure travelers and 52 percent of surveyed business travelers indicated that they are not loyal to one brand.

While the survey found that travelers — business and leisure alike — are more likely to be loyal to a particular hotel brand when they stay more often, research suggests an improved customer experience is the biggest factor in building loyalty.

"Building and maintaining customer loyalty isn’t simply about letting customers accumulate points," Sabre Hospitality Solutions president Alex Alt said in a statement. "It’s about finding ways to make customers feel special and to recognize and honor their preferences. Hoteliers who use data and technology to elevate the customer experience will ultimately generate loyalty that drives revenue."

In short, hotels know that the key to gaining your loyalty is working harder than the next brand. And when brands fight it out for your money, you as the traveler ultimately win.

Therefore, hotel guests should expect their hotel experiences to change for the better in the near future as brands aim to deliver a stay that feels more personal than the last.


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