Development of a loyalty program based on the results of content analysis and questionnaire survey

Currently, the hotel services market is experiencing an increased supply growth, while the demand for hotel services is naturally decreasing, which leads to increased competition between hotel enterprises. One of the real competitive advantages in the hotel business is the provision of higher quality services compared to competitors. It is vital for hotels to provide hospitality services that not only meet the needs of guests, but also anticipate most of the expectations of the target group. The presence of regular customers has a direct impact on the occupancy and use of the room fund and, ultimately, on the financial results of the hotel.