The specifics of loyalty programs in the hospitality industry

The article discusses in detail the definitions of loyalty and loyalty programs, as well as the importance of its implementation in the activities of hotel business organizations. Loyalty programs are considered as effective marketing and marketing communication tools (both internal and external) in the hotel industry.The types of loyalty programs and bonus systems, their differences, and their impact on the industry are described. Examples of functioning loyalty programs in Russian hotel chains and in the global market are given. It is concluded how loyalty programs have a key effect on the level and degree of customer satisfaction, create a positive and trusting brand image in the minds of customers, and encourage customers to return to a particular hotel.