According to a recent survey conducted by InterContinental Hotel Group(IHG) and SAMHI Hotels, 74 per cent frequent travellers see benefits in enrolling in a hotel loyalty programme, while 54 per cent respondents are already enrolled in a loyalty programme.
The survey was conducted in Delhi, Mumbai, Bengaluru, Chennai and Hyderabad by Nielsen India, with 25-44 year old frequent travellers, who primarily travel for business across India and look for mid-market hotel accommodation.
The survey revealed that 62 per cent respondents in Bengaluru, 57 per cent in Delhi and 58 per cent in Hyderabad are already enrolled in a loyalty programme. Out of this, 56 per cent stated that benefits offered are the most valuable aspect of the loyalty programme followed by ease of redemption (24 per cent) and global network (20 per cent).
Around 32 per cent of respondents stated that the reputation and status of the hotel brand is also vital, along with a strong loyalty programme.
Commenting on the survey, Vivek Bhalla, regional vice president, South West Asia, IHG said, “The survey indicates a largely untapped market for hotel loyalty programmes and offers hotel chains within the mid-market segment an opportunity to build a loyal consumer base.”
Aneri Shroff
