Особенности программы лояльности в успешной деятельности мини гостиниц

• Номер работы:
  537792
• Раздел:
  Все работы   →   Рефераты и реферативные задания   →   Английский язык
• Год добавления:
  15.02.2019 г.
• Объем работы:
  25 стр.
• Содержание:
  Introduction 3
  1. Essence and History of Loyalty Programs 4
  2. Types of Loyalty Programs 7
  3. Loyalty Programs by Types of Guests 9
  4. Loyalty Programs by Frequency of Stays 12
  5. Effectiveness of Loyalty Program Benefits 16
  Conclusion 23
  Bibliography 24
  Glossary 25
  
• Выдержка из работы:
  Некоторые тезисы из работы по теме Особенности программы лояльности в успешной деятельности мини гостиниц
  Introduction
  The paper examines the issue of loyalty programs offered by small hotels.
  The topicality of the theme chosen for the analysis is proved by the fact that hotel loyalty programs are becoming a trend and increasingly popular in various hotels worldwide; many hoteliers have adopted loyalty programs as part of their loyalty-building strategies with the focus to boost customers share and refine customer retention; the moment of truth for hotel guests is very crucial as hoteliers can never be sure whether the hotel guest will ever come back.
  The object of the study is loyalty programs.
  The subject of the study is peculiarities and the ways of applying these programs.
  The main tasks of the paper include:
  1) to overview the nature of loyalty programs;
  2) to follow their history;
  3) to outline and analyze the main types of loyalty programs;
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  1. Essence and History of Loyalty Programs
  Several decades has witnessed many organizations establish loyalty as the extreme goal for their marketing activities. As a result of finding new ways to look more attractive and competitive, many hotels have launched loyalty programs. Loyalty programs are paramount customer relationship marketing tools used to determine, compensate and reserved profitable guests. Loyalty programs had experienced an expansion of membership participation.
  James Sharp defined loyally programs as a marketing effort providing rewards based on the cumulative purchases from a company. Professors Dowling and Uncle interpreted it as the underlying belief of its popularity on the 80/20 Law, where revenue of the company (80%) comes solely from their cus¬tomers (20%). Hence, it is vital to focus on 20% cus¬tomers in retaining them. The current systems of loyalty programs allow members to collect points for a hotel stay and points redemption through free night stays or upgrades room category. These programs normally offer an online membership account for guest reservations and personalize their bookings accordingly.
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