Today, let's focus on a few key points and discuss hotel loyalty program membership for beginners, as well as finding the most suitable approach for oneself. Being a loyalty program member is not suitable for everyone; it has specific scenarios and needs. Otherwise, it could be a case of being taken advantage of.
Hotel Loyalty Program Membership
Hotel frequent guests are commonly known as loyalty programs or membership programs within the hotel industry. Accommodation typically involves scenarios such as business trips, travel, and vacations.
And each hotel group has different terms for theirloyalty program membership, with frequent guests being a general term. However, "loyalty program member" refers to individuals who are part of loyalty programs not only in hotels but also in airlines. Today, let me elaborate on hotel loyalty program members.
In the global perspective, the maturity of loyalty programs within hotel groups is actually quite limited. Membership in such programs allows users to enjoy additional conveniences and privileges across the entire hotel group, greatly enhancing customer stickiness.
Here is a simple list of hotel groups with loyalty program member schemes globally, each of which has different sub-brands. The different brands are used to differentiate price and service distinctions. In simple terms, each group has multiple branded hotels, varying in affordability, allowing individuals to choose according to their budget and preferences.
Marriott Bonvoy
IHG Rewards Club
World of Hyatt
Hilton Honors
Le Club AccorHotels
Wyndham Rewards
Self-assessment
I believe this step is the most important one. It revolves around evaluating whether to join as a loyalty program membership based on personal travel needs and selecting the appropriate plan.
Currently, all hotel loyalty programs require their members to meet certain criteria, such as the number of room nights stayed or the amount spent, in order to maintain their membership status. Therefore, it is best for me to consider the number of nights stayed within a year as a key factor in my decision-making.
Self-assessment makes things clear at a glance.
- Less than 10 nights in a hotel per year (not recommended to play, consider alternative options).
- 10 to 40 nights per year (can consider joining one hotel loyalty program).
- 40 to 80 nights per year (can consider joining 1-2 hotel loyalty programs).
- 80 to 150 nights per year (can consider joining 2-3 hotel loyalty programs).
- 150 to 200 nights per year and above (can consider joining 3-4 hotel loyalty programs).
Evaluation is based on a combination of hotel tier requirements, official promotions, membership challenges, and flash sales on platforms.
You might also wonder why there are corresponding hotel membership numbers. That is to provide oneself with different choices when traveling to different cities. If you stick to just one, you will be limited to selecting only from their properties when you reach your destination. As cities vary, so does the coverage of hotel brands.
How to choose a hotel group?
This phase is not very complicated, just need to focus on a few points:
- Travel budget (i.e., the nightly hotel price you are willing to accept), whether it's for business or leisure.
- Emphasis on the destination city, such as first or second-tier cities.
- Coverage of hotel brands, the availability of the chosen hotel brand in the destination city.
- Hotel quality, which hotel is better within the same price range and category.
- Personal preferences, favoring a specific brand or hotel.
In terms of overall strength, difficulty in maintaining standards, quantity of distribution, and benefits (without the support of co-branded credit cards), my personal objective ranking among international hotel brands is: Marriott> IHG (Intercontinental)> Hilton> Hyatt> Accor, but preferences may vary. As mentioned above, hotel groups have various brands to cater to different budgets.
Mindlessly choose: IHG for business trips, Marriott for corporate travel.
The essence of price difference
In the rapidly evolving information age, hotel prices are relatively transparent, and you get what you pay for.
Good service doesn't come for free. The more money you spend, the more the hotel wants to retain you, so they naturally put forth their best effort.
At different price points, you can expect variations in several aspects, such as amenities, room quality, service standards, and overall experience.
- Location: The essence of a hotel is accommodation, and being located in a prime area can double the hotel's price.
- Hardware: This refers to the hotel's furnishings, guest rooms, facilities, staff quantity, surrounding environment, parking facilities, etc.
- Software: Typically, it encompasses the hotel's service culture, ranging from meticulous guest itinerary arrangements to thoughtful greetings.
- Dining: This aspect is easily understood, focusing on food safety, quality assurance, and a diverse range of flavors.
- Benefits: These are the added values and privileges offered by the hotel, including the tiered benefits of membership programs.
Hotels that offer a matching combination of price and service often leave guests satisfied from the moment they check in. On the other hand, hotels that provide services that do not align with their price often face the consequences of market forces.
The value of the benefits for a loyalty program member
What is the meaning of maintaining a loyalty status? Well, it's important when you have enough accommodation needs! It's also at the core of being a loyalty program membership.
Hotel groups typically offer enhanced benefits and value-added services to members who successfully maintain or reach a certain loyalty status. In terms of practical value, the ranking would be as follows: double breakfast > executive lounge access > room upgrades (such as suites) > business meetings > late check-out > guaranteed room type, etc.
After all, in the hotel industry, the price difference between including breakfast and different room types (view, size, facilities) can be significant. Therefore, achieving a certain loyalty status allows guests to enjoy different privileges.
- Breakfast: Having breakfast at the hotel is more convenient than going out to buy breakfast when traveling or on a business trip. The price is already included, ensuring a energetic start to the day.
- Executive Lounge: In a business setting, when you feel like having a coffee or afternoon tea or enjoying happy hour in the evening, the executive lounge can fulfill your needs. Going to the Starbucks downstairs would require additional payment. The key is that the lounge provides a great environment.
- Room Upgrades: When traveling with family or friends, upgrading to a suite offers more spacious accommodations. There are also differences in room orientation and floor level.
- Business Meetings: Two hours of private meeting space is provided for business conferences. If you need to bring a small team on a business trip, you can directly arrange a private meeting room!
- Late Checkout: Generally, checkout can be extended until 4 PM. In contrast, ordinary hotels typically have a checkout time of 12 PM.
- Guaranteed Room Type: It is a guarantee provided by the membership program to guests. If there are no available rooms upon arrival or if the hotel is overbooked, either compensation will be given or an immediate upgrade to the best room will be arranged.
When you check in at a hotel, you can earn points, which can be redeemed for free accommodation, allowing you to enjoy the same level of benefits.
Alternate Programs
Of course, many people may find it troublesome and not want to join the program. Is there an alternative arrangement for staying at the hotel?
- Credit card benefits can help reduce hotel reservation costs, such as the Marriott co-branded card.
- Booking directly (as a cash splurger) without caring about money, you can reserve any room you want.
- Points redemption is possible if you have a channel to earn points.
- OTA hotel package promotions, like the city packages offered by hotels/booking, are perfect for people with travel plans but uncertain dates.
Conclusion
Although it is still the era of an explosion in hotel loyalty program membership, the strategies for hotel loyalty program membership are incredibly diverse.
This content is also aimed at beginners who want to join a loyalty program and find their own position before deciding whether or not to participate. As mentioned at the beginning, it is important to note that it is not suitable to participate in programs that do not align with one's preferences, as this will only lead to dissatisfaction.
For those who are not actively involved in a loyalty program, they may not pay much attention to their account level, but it is still beneficial to accumulate some points with each stay. Every little bit counts.
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