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Pushing Customer Loyalty
 

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The nation's hotel chains are getting a bit pushy about their customer-loyalty programs these days. In an effort to promote their frequent-guest programs -- and populate their sparse customer databases with critical information -- the chains are making aggressive efforts to get business travelers to sign up. Some hotel chains are even rolling up such necessary business travel perks as free phone calls and Internet access into their loyalty program benefits to force business travelers to cough up the data.

According to chain representatives, their main objective for forcing travelers to sign on is to better serve their customers. But, not so suprisingly, they're also using the detailed data to better target their marketing campaigns to reel in more business travelers.

Last updated: Jun 1, 2004




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