Marriott Hotel example: how a satisfied customer can become a loyal customer!

If your customer was satisfied with his/her stay at your hotel, you can hope for him/her to come back. A customer who comes back to your hotel is more than a satisfied customer, it is a loyal customer. According to the model of (Bügel, 2002), several factors, drivers and instruments that help creating customer loyalty. …

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The relationship with the customer is key to have effective sales in the travel industry

By Anne van Yperen (173557) Loyalty of retaining customers is one of the most important factors that can lead to increase transactions in the travel industry sector. This relief company profits but beside that, losing an existing customer can be too pricy and too time-consuming. Furthermore, the bad case scenario in the travel industry, is that they are known …

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Airlines should amend their reward programs to increase customer loyalty

The first frequent flyer program was launched in 1981, after this many airlines were following. This eventually resulted in a race for who has the best airline reward program. These reward programs can help with increasing the customer’s loyalty to the company (Burkard, 2019). Within the Aviation industry there is made use of airmiles as a …

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Companies have to change towards a connected relationship in order to create customer growth

Airline companies have the desire to stay competitive and have the urge to grow. Choosing different strategies will help them to reach the desired goal. Customer strategies characterize the company’s accessibility, level and intensity of the company-customer relationship. Each airline has to choose between two different customer relationships. Episodic or Connected relationship. The connected customer relationship …

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How the hotel industry can develop meaningful relationships with their guests: Implement CRM!

In order to develop relationships with the guests, a good business strategy to implement Customer Relationship Management (CRM) needs to be in place. CRM is a process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationships, and shaping their perceptions of the organisation and its products’, Payne and Frow, (2005).  CRM Building …

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Using a channel manager to reach your potential hostel guests

Nowadays technology is something which is everywhere to find in our daily lives. Also, hostels should make use of technology available to engage with their customers. Before the guests are visiting the hostel, they will make a booking. The booking experience is one of the first touch points with the hostel. If guests are facing …

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Engaging your customer by using the perfect persona – a hand guide for hotels. 

  The ultimate goal of customer engagement management is building a relationship with your custome. This has proven to engage them with your company. In order to build a relationship with your customer, you need to know them. Therefore, why companies should track their customer’s data, and why they should keep records of conversations for …

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Relationship policy on life events in the hospitality industry

At the moment, hotels are using different marketing strategies to reach their marketing goals. These goals can be purchase, inform or to create awareness. Because the hospitality industry is a changing environment it is important to have a personalized, relationship focused marketing strategy. To obtain this personalized strategy, many organisations are using the relationship policy …

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Co-creation in the hotel industry – how the Marriott hotel chain is doing it wrong.

  According to Peelen and Beltman (2013) the definition of co-creation can be read within the word itself, namely: ‘’the creative contribution of more than one person or entity’’. It has many social advantages because people from all different kinds of backgrounds are brought together and it makes people engage to the thing they are …

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Individualised pricing policy in touroperating

A concept that get used more and more by tour operators are the customized products. This means that with online marketing, companies can collect data on consumers’ past purchases and shopping behaviour in remarkable detail, down to the seconds spent on specific internet pages. Therefore tour operators can adapt their products to their customers’ wants …

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