Have A Little Faith

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When it comes to hotel brand loyalty, the 2011 forecast does not look good. According to an annual survey by TripAdvisor, there was a severe drop in hotel brand loyalty this last year, the amount of people saying they are loyal to one hotel name dipping from 59 percent to 39 percent. Travel experts and analysts speculate that the economy could be the main reason for the decline, the recession causing more people to question prices even on quality products. Another reason people are changing their tendencies is due to more access to other options. With all the social media and review-based websites out there, people have a wealth of information available to them, which makes it easier to make frugal and savvy decisions.

So what is keeping people faithful to their brands? Rewards programs. A huge factor in maintaining client loyalty, hotel reward programs provide quality benefits, upgrades and services that make for a more intimate experience. But no matter what a hotel gives to a client, it all comes down to how the brand interacts with the guest. All the upgrades in the world cannot replace a friendly customer service experience, and guests appreciate personal attention that can make them feel like the only people in the hotel.

One of the biggest mistakes airlines have made is their lack of effort to reach out to travelers and make them loyal customers. Unless someone is a frequent flier on an airline, he or she will probably not receive the kind of treatment that will make them feel appreciated as a client. In fact, the main reason people say they are not loyal to airlines is because the company has not done anything to deserve the loyalty.

A hotel brand taking the necessary steps to show its appreciation for its customers is Preferred Hotel Group. Their I Prefer program lets travelers sign up for free and take advantage of special services right away. Where other reward programs require customers to build up points or stay a certain number of nights before cashing in on upgrades, I Prefer gives them automatic benefits at no fee. Who wouldn’t want to get extra amenities or priority check-in or exclusive offers just for becoming a member? The program also offers online booking rewards, like complimentary breakfasts and rounds of golf. There are a number of exclusive hotel deals and partner companies offers that members can take advantage of, all for no cost.

With loyalty rates dropping by 20 percentage points this year, hotel brands need to find ways to make their customers feel special; that their business is greatly appreciated. Every guest is looking for a memorable vacation, and hotels need to go out of their way to provide that. Some people are happy with a few extended amenities, such as 24-hour access to hotel facilities, free coffee in the rooms and the lobby, free wi-fi and complimentary food. Others are looking for better customer service and a welcoming atmosphere. Still others feel that competitive prices and discounts are essential to win their loyalty. When it comes down to it, though, every guest is looking to be amazed with their hotel experience, and even if the smallest gesture can win them over, it’s worth doing.

Electronics Free Vacation

It wasn't too long ago that going on vacation meant completely detaching from our everyday life. Yes, there was a time back before cell phones--though some may not be able to remember back that far--before computers and the internet, when people left town and, really, left it all behind. Now, it's difficult not to stay connected, no matter what part of the world you're visiting. Take my recent trip to Africa, for example. For the most part, we were pretty detached from the world and the daily occurrences in the news, unless it related to soccer. But for some reason no one liked being that distant, that cut off. Since we didn't have wireless in our villa, it became a mission to find some way to access email, the internet, anything. I was not as eager to find a way to connect back to life in Chicago, but even I had my smart phone that could access my email. But I made it a goal to keep my phone turned off, and only to turn it on in case of an emergency. The guys, however, were determined, and carted their laptops all through one of the local malls until they found a place that had wifi. Admittedly, I caved in and checked my email, and it was a good thing, too, since I would have missed a credit card payment had I not.


The bottom line is that more and more people are going on vacation and not really leaving their work at home. There is no such thing as "getting away" because you can always be found. Our society is over-connected, it seems, and no one wants to change that. I mean, look at the facts. We live on a planet of 2.5 billion cell phones. In America the Kaiser Family Foundation says that children spend nearly 8 hours a day looking at phones, computers, TVs and other interactive media. CareerBuilder says 25% of workers stay connected with the office during their holiday. And really, I think that number is probably larger, cause how many businesses can CareerBuilder really monitor.


But what if you really want to detach? To go on a trip where phones and computers are prohibited? To venture to a place where they've never heard of wifi? To truly achieve escapism? Is it even possible? What if there was a vacation company that created electronics-free getaways? Researchers at Mintel say that technology is not going to decline, but the forecast for downtime and disconnection is improving. Research has shown that taking short breaks away from media and technology can actually help students with their reading and arithmetic. Perhaps we all need to take some time away, truly let go of everything, head to a "zero coverage" zone, and just switch off. If we took the time to dig our toes in the sand, lay in the sun and not use our touch-screen-prone fingers except to sip a large cocktail, then perhaps there were be less chaos and craze in the world. Maybe if we switch off, our brains will actually light up.