Tourism Industry News

Airlines and hotels struggling to maximise revenues

14/12/2009 13:03

Hotel revenueGlobal airlines and hotels are struggling to strike a balance between maximising revenue and ensuring long-term customer loyalty, research by global loyalty marketing agency ICLP has found.


Almost a quarter (24%) of those surveyed revealed that increasing the profit of their loyalty programme was their main objective for the next 12 months, yet 70% of respondents are potentially focusing their efforts on the wrong customer group.


Programme managers need to be clear on their goals. Those seeking to increase revenue from the loyalty programme were split between increasing membership numbers (31%) and increasing spend from existing members (36%).


Get the full story at: TravelDaily





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