Welcome to the loyal customer…

Happy New Year to all…

January is a good time to celebrate unsung heroes – repeat customers for instance – the ones that don’t always need a reason to return and are often forgotten in the welter of promotions targeted at new accounts and high-profile spenders. ‘Tis the season to say ” Thank you and Welcome back ” to a valuable asset – the loyal customer.

Frequent visitors make up only 10 percent of all hotel guests but account for 44 percent of hotel nights (hotelmarketing.com). According to a Mckinsey report, redeeming points for free rooms is cumbersome for guests and expensive for hotels.

Loyalty need not be a zero-sum game if we could return to basics! A welcome bouquet, a complimentary upgrade, a free movie-on-demand, faster check-ins make the customer feel special and don’t cost a fortune. The best loyalty program ever is the line “We value your business.” Costs nothing to redeem!

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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