Hotel Loyalty – is it heading in the right direction?

 

Attending the Hotel Analyst Distribution Event on 23 September, it was a chance to smooze with some of the biggest hotel channels, shake hands with the big bad boy OTAs, and gossip with service companies on the future of the industry.

Where are hotels going? What are they trying to achieve to make stays a better experience for guests? And their aim – ongoing increases in profit, using loyalty from their guests to spur this growth.

What you might notice when you look for hotels is that pricing will be the same…this is a way that hotels work to try to encourage you to book direct. Yet for many hoteliers, travelers find it much easier to book with the big intermediaries like Expedia and booking…as we know – its easier to search through a selection of hotels, then one hotel by one hotel.

Therefore hotels seek to keep customers coming back time and time again, and they are looking at the following criteria.

-       The modern traveler researches personally

-       Looking for a richer travel experience

-       Cross-brand programmes

-       Point systems

-       Cash-back

-       Easy and simple redemption

-       Emotional attachment to guest

-       What is the loyalty?

-       Brand relevance, relevance to the guest

-       Avoiding customer disappointment

But, do loyalty programmes add value ?!?

Do you sign up to a loyalty programme?

I use Air Miles, earn points on my Credit Card, I subscribe to Nectar (purely because I was forced to by my Gay/Electric company), use Boots card, and the Tesco card…but that’s the extent of my loyalty cards 1) I don’t want a full wallet 2) I want to spend what I have earned easily 3) I need to remember all the loyalty programmes I am in.

Stockholm Pride, Sweden celebrates Together

“Together!” – Agnes, Margaret Cho, Transsexual MP Anna Grodzka and 30 Years Of HIV   The theme for this year’s Stockholm Pride is “Together”, which can be seen in the diversity of the festival program for this year offering something for everyone. The festival, which takes place on July 31st to 4th August, offers a vast program ranging from world famous pop star Agnes’ only concert this summer, the politically incorrect standup comedy of the world renowned bisexual comedian Margret Cho, one for the world’s first transsexual members of parliament Anna Grodzka (Poland), seminars commemorating 30 years of HIV in Sweden and the traditional Pride Parade. Stockholm Pride is offering its visitors performances from such stars as Agnes, renowned bisexual comedian and actress Margaret Cho, Eurovision stars Jedward, Eric Saade and Ivi Adamou and the list goes on, with even more to come… "This is my first appearance in Stockholm and I am very much looking forward to appearing in front of the LGBTQ community and taking part of the different Pride activities. I have participated in many Pride festivals before, but never in Stockholm. I'm delighted," says Margaret Cho. Stockholm Pride is proud to welcome one of the world's first transsexual Members of Parliament, Anna Grodzka. On the initiative and invitation of the Polish Institute, Anna Grodzka will attend Stockholm Pride on Friday August 3rd. Anna Grodzka is the first openly transgender Member of Parliament in Poland. "As a child I saw Sweden as a land of happiness and prosperity, and during the so-called sexual revolution, reports were heard that no one was discriminated against in Sweden just because they were different. Sweden became for me a role model, almost a dream: a fair and equal country with social protection and economic efficiency," says Anna Grodzka. "So when I received the invitation from the Polish Institute to come to Stockholm Pride, I thanked them with great joy and yes immediately."   This year marks 30 years since the first HIV case was discovered in Sweden. This will be highlighted with several activities during the entire festival, including a conversation between well known Swedish writers Jonas Gardell, Rikard Wolff and Anna-Maria Sörberg, seminars on being HIV positive – then and now, youth and HIV, and the “Over the Rainbow” HIV-commemoration ceremony. Stockholm Pride 2012 takes place on July 31st to August 4th with the traditional Pride Parade on Saturday August 4th. More information on the event and how to buy tickets can be found at www.stockholmpride.org/en. www.facebook.com/stockholmpride   www.twitter.com/stockholmpride

Le Fete Des Lumieres - Lyon, France

The second weekend of every December Lyon is lit up in tremendous displays of light. The second city in France, near the Alps while usually bitterly cold, the city's key buildings and monuments are draped with incredible projections for Le Fete Des Lumieres.

Visit the old theatre and see a live light ping pong machine, you can even queue up to join in the fun.

Visit the grand square and experience a 360 degree light theatre spectacle. The Town Hall and surrounding buildings showed a montage of lighting techniques - the buildings shook, horses galloped across the open space and dancing ladies were projected across the plaza in this 10-minute presentation.

Head to the churches to witness light displays to music, these can last between a few minutes and 10 minutes and keep the entire audience in awe.

Walk around the rest of the inner city, enjoy warm wine, crepes or waffles - walk across the River Rhone and River Saone to watch displays across the rivers and light projections from Basilica of Notre-Dame de Fourvière.

The city is packed when the lights are switched on at 6pm until they finish at 1am during the four day spectacle.

When you arrive in the city, you're advised to buy a travel pass for the metro - it only costs €2.50 but except for using it to get to your hotel, it is unlikely you will need it at all during your stay as Lyon is very walkable.

A weekend trip to the city is perfect, it's easy to walk around and it is steeped in history. Plus being famous for its Gastonomie you can enjoy the amazing French cuisine. 

WTM – part one: Discovering new gay travel opportunities

World Travel Market (WTM) is always an incredibly busy and tiring week; one huge exhibition centre the size of several football pitches with over 100,000 visitors this 8 hour day across four days is an agony on the feet and demanding on the vocal cords – but all worth it.

Here you can learn everything there is about the new developments in travel – and one of my favourite areas has to be for the gay traveller. There’s a lot coming to the gay and lesbian traveller as countries and cities demand the high-earning, high-disposable income group (that is slightly a myth – but so be it).  The gay traveller is also more likely to specifically want gay bars, the gay community, gay pride events and the like – so it makes it easier to package a destination.

Those like Tel Aviv, Antwerp, Manchester, Brighton, Fort Lauderdale, Sao Paolo, Berlin and Sitges have been doing it for many years – some more mature than others; and there are those that are coming through as the next generation including Stockholm, Switzerland, Florianopolis, Buenos Aires and South Africa. What’s most interesting is how they are now marketing towards the gays, the marketing is more subtle, more personality driven and with flairs of humour – forget the old strereotypes, the travel industry recognises that flags and gorgeous men aren’t going to win them the visitors, its going to take “respect” – say CEO of OutNow Consulting, Ian Johnson.

But what a year it has been for the gay traveller with more areas of the world opening up. I little over two years India decriminalised homosexuality, Brazil recognised same-sex civil marriage and SAS airline took to the skies to grant the first same-sex marriage in mid-flight. WOW!

Every year there’s new and exciting events coming our way and all to cater to the different interests and tastes of the very diverse and varied gay and lesbian community.

In my next post – discover the new products for your travels.