Spanish Hotels Fall Short on Customer Loyalty

I have just read that 68% of Spanish hotel companies have no specific strategies or programmes in place to retain and build customer loyalty, according to a recently published study. Furthermore, the chains that do have a loyalty programme are not satisfied with it either, and only 8% believe their strategy is working effectively. The failure of most of these systems lies in a mistaken approach to implementing the popular points-card model. In our view, customer loyalty cannot depend on a specific product such as this; rather, it must be integrated into the company’s overall strategy, engaging the entire organisation and connecting employees to the guest experience.