As the president of Pinnacle Hotels USA, Bharat Lall guides a company that maintains a portfolio of branded full-service hotels in California and Texas. A committed member of the field, Bharat Lall pays keen attention to developments in the hospitality industry.
As hospitality companies vie for the business of younger consumers in an increasingly crowded sphere, innovative loyalty programs may prove crucial to success. A recent report from Bond Brand Loyalty indicates that millennials and Gen Z consumers prefer brands whose loyalty programs utilize technology to provide personalized experiences rather than simply points.
In a survey of younger consumers, more than 80 percent indicated they would be willing to trade certain aspects of their privacy in exchange for customized offers, while nearly 90 percent of respondents stated a preference for innovative perks attached to their loyalty cards such as special check-out lines and seamless Wi-Fi access.
Hotel brands that have taken these findings to heart are succeeding. For example, Marriott Rewards offers special perks for members who use Twitter to post about their stay or post a picture on Instagram of their hotel room. Thanks to these kinds of innovations, the loyalty program was named the best of 2017 by industry publication Smarter Travel.
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