The big brands keep bragging that 70 percent of their bookings come from loyal guests. It’s the boldest fiction in hospitality. The loyalty trick is simple. A guest gives you an email for a discount… | Pedro Colaco
🏨 More than 50% of “loyal” hotel members don't repeat a stay within a year, challenging the hospitality industry's claims of 70% loyalty-driven bookings. Brands often count members based on mere email sign-ups for discounts, falsely presenting it as repeat business. Frequent travelers tend to settle on preferred hotels by their third trip. Independent hotels should focus on true loyalty, fostering a few hundred repeat guests over millions of inactive members.
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