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sentence of a recent press announcement makes that clear : “ Marriott Hotels , part of Marriott Bonvoy ’ s portfolio of over 30 extraordinary hotel brands , today announced the opening of Nagasaki Marriott Hotel .”
Wyndham Rewards , said Taylor , is integrated into all marketing touchpoints so members and nonmembers understand the opportunity they have when they choose Wyndham . It ’ s equally important , she said , “ that we make sure our brands are top of
MARRIOTT BONVOY [ RESULTS ] IN INCREASED ROOM NIGHTS AND REVENUE FOR OUR OWNERS , WHILE SIMULTANEOUSLY PROPELLING PIPELINE GROWTH
– BRIAN POVINELLI SVP ,
GLOBAL HEAD OF MARKETING
AND BRAND , MARRIOTT
INTERNATIONAL
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mind so when someone hits the road , they choose to stop at a Days Inn or a Super 8 , or when they want to book a getaway , they think about our newest Wyndham Grand in Barbados .”
Marketing loyalty has become “ without a doubt ” more important in recent years , said Kristin Klebanov , VP of IHG One Rewards , IHG Hotels & Resorts . In 2022 , after a major reimagining of the program , she said , the marketing communications strategy was revamped to be more personalized and localized . The springboard for the effort , she said , was IHG ’ s largest global marketing campaign to date , “ Guest How You Guest ,” which , she said , “ reinforced IHG as a hotel company that takes care of everyone — all supported by IHG One Rewards .”
Unsurprisingly , the competition among loyalty programs is as fierce as among the brands themselves . Povinelli said the depth and breadth of Marriott Bonvoy “ differentiates us from our competitors , resulting in increased room nights and revenue for our owners , while simultaneously propelling pipeline growth .”
OWING TO OWNERS Of course , it ’ s owners who are paying for these elaborate and expensive programs , so what are they getting out of them ? The consensus is that members stay more often and for longer , spend more than nonmembers and book direct rather than through third-party channels . Wyndham Rewards members ,
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said Taylor , stay and spend nearly twice as much on average as nonmembers . Within six months of joining , she said , hotels in the U . S . see nearly 50 % of their occupancy from members .
Agreeing that loyalty members are more valuable , McDowell said they are 88 % more likely to book through direct channels , making them a more profitable guest for franchisees .
IHG , said Klebanov , has worked closely with the IHG Owners Association ’ s loyalty committee to ensure that managers “ are constantly striking a balance between guests ’ needs and the owners ’ cost to deliver .” It has always been the company ’ s intent , she said , “ to present IHG One Rewards in a way that ’ s cost neutral , or better , for the majority of hotels .”
Preferred , said Strasberg , provides member hotels insight into the portion of I Prefer member revenue they are receiving from members enrolled elsewhere in the network (“ cross-brand ” stayers ) so they can see their referred business . They also have visibility into bookings driven by marketing targeted to the I Prefer database and to members-only rates .
The sheer number of brands , according to the brands , will drive revenue to owners because of the increased redemption opportunities , including more at luxury properties and resorts . One owner , Ketul Patel , who owns
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[ WE ] ARE CONSTANTLY STRIKING A BALANCE BETWEEN GUESTS ’ NEEDS AND THE OWNERS ’ COST TO DELIVER
– KRISTIN KLEBANOV , VP OF IHG
ONE REWARDS , IHG HOTELS &
RESORTS
three Super 8 by Wyndham properties in West Virginia , said the program is especially beneficial to him as an owner , driving revenue and higher rates when compared with alternatives , such as OTAs . He said he prioritizes enrolling members because it builds repeat business .
Many construction workers stay at his hotels for weeks at a time , said Patel , capitalizing on their stays with Wyndham Rewards by taking their family on a summer vacation or redeeming points for gift cards , experiences and more . The program , said Patel , is also important for his staff members , who get points for enrolling
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14 hotelsmag . com Mar / Apr 2024 |