Problems of increasing customer loyalty at the hotel «East-West» in Moscow

The growing competition of the Moscow hotel services market encourages hotels to develop and implement measures to retain regular guests and increase repeat visits. Therefore, the development of a loyalty program is one of the most relevant tools for retaining guests. The East-West hotel in Moscow was used for the study, the management of which showed great interest in analyzing the commitment of guests and developing a competitive advantage in the Moscow hotel services market. During a comprehensive analysis of the loyalty of guests of East-West, the reasons that shape the degree of commitment of guests to the hotel, as well as possible points of growth and improvement of service were identified. Based on the identified shortcomings, measures were proposed to stimulate repeat visits to the hotel and increase the hotel’s competitiveness among its closest competitors. The proposed plan for implementing project activities will allow planning an effective strategy for the hotel’s development and gradual growth of the client base.