Where guest preferences are continually evolving and large hotel chains dominate with extensive resources, independent hotels face unique challenges. Among these is the imperative to cultivate guest loyalty in an era where Online Travel Agencies (OTAs) like Expedia, with its newly launched OneKey loyalty program, and major hotel brands lure guests with sophisticated loyalty schemes. Let's explore the latest trends in hotel loyalty programs and demonstrate how independent hotels can leverage a robust loyalty strategy to stay competitive and drive guest engagement.

Today's Hotel Loyalty Programs

Hotel loyalty programs have long been a cornerstone of guest retention strategies, providing rewards and incentives that foster repeat bookings. However, the landscape is rapidly evolving, driven by technological advancements, shifting consumer expectations, and intensified competition from OTAs and large hotel chains. Here are some of the key trends shaping modern loyalty programs:

Personalization is Paramount

Today's travelers expect highly personalized experiences that cater to their individual preferences and behaviors. According to a recent survey by Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. In the context of hotel loyalty programs, personalization involves tailoring rewards, communications, and experiences to align with guest preferences.

With a well-designed loyalty strategy, you can tap into the power of personalization. By using data analytics and AI, your strategy can deliver customized offers and rewards based on guest profiles and booking history. This way, every guest feels like they’re getting something uniquely tailored to them, which boosts satisfaction and loyalty.

Instant Gratification Over Points Accumulation

Traditional loyalty programs often rely on point accumulation, where guests earn points over time to redeem for future rewards. However, there is a growing shift towards instant gratification, where guests receive immediate rewards and incentives. This approach resonates particularly well with modern travelers who seek quick benefits and immediate value.

By incorporating instant rewards into your loyalty strategy, you can provide guests with immediate incentives like discounts or exclusive offers right when they book. This not only delights your guests but also encourages them to choose your hotel repeatedly, creating a cycle of ongoing loyalty.

Integration of Technology

Technology is revolutionizing the way loyalty programs operate. Mobile apps, chatbots, and AI-driven platforms are streamlining the loyalty experience, making it more accessible and convenient for guests. Moreover, blockchain technology is emerging as a tool for enhancing transparency and security in loyalty programs.

A strong loyalty strategy will integrate seamlessly with your existing booking systems. Utilizing AI ensures that rewards and communications are always timely and relevant. This tech-driven approach simplifies the management of your loyalty program and enhances the overall guest experience.

Gamification

Gamification adds an element of fun and engagement to loyalty programs by incorporating game-like elements such as challenges, leaderboards, and rewards for completing specific actions. This trend is gaining traction as a way to enhance guest interaction and motivate repeat bookings.

Incorporating gamification into your loyalty strategy can turn your loyalty program into an engaging experience. Think of it as turning guest interactions into a game where everyone wins—guests get exciting rewards, and you get increased bookings.

Sustainability and Social Responsibility

As sustainability and social responsibility become increasingly important to consumers, loyalty programs are evolving to reflect these values. Hotels are incorporating eco-friendly rewards and charitable giving options into their loyalty schemes, aligning with guests’ desire to make a positive impact.

Your loyalty strategy can support sustainable and socially responsible rewards. This means offering incentives that not only appeal to your guests but also reflect their values, like eco-friendly rewards or charitable donations, making your loyalty program even more appealing.

The Imperative for Independent Hotels

Independent hotels often operate with fewer resources than their chain counterparts, making it challenging to compete on the same level. However, a well-crafted loyalty strategy can level the playing field by driving guest retention, increasing direct bookings, and differentiating the hotel in a crowded marketplace.

Competing with Large Brands

Large hotel chains have the advantage of extensive loyalty programs with vast networks of properties, providing guests with a wide range of earning and redemption options. Independent hotels, on the other hand, can struggle to match this scale. However, they can compete effectively by offering unique, personalized experiences and rewards that large brands may not be able to replicate.

With a robust loyalty strategy, you can offer highly personalized rewards and experiences. By tailoring the rewards to match the unique charm of your hotel, you can create something truly special that stands out from the big chains.

Countering OTA Dominance

OTAs like Expedia have a significant influence on the booking landscape, often providing loyalty programs that encourage guests to book through their platforms rather than directly with hotels. The launch of Expedia’s OneKey loyalty program, which consolidates multiple rewards into a single currency, further intensifies this competition.

A strong loyalty strategy is designed to encourage direct bookings by offering guests compelling incentives when they book directly with you. This helps you reduce dependency on OTAs and build stronger relationships with your guests.

Enhancing Guest Engagement

Independent hotels have the opportunity to build stronger, more personal relationships with their guests compared to larger brands. A well-designed loyalty program can enhance this engagement by offering rewards and experiences that reflect the unique character and strengths of the hotel.

Your loyalty strategy should focus on enhancing these personal connections. By engaging with your guests through tailored rewards and communications that reflect the unique character of your hotel, you can foster guest loyalty and drive repeat business.

Benefits of Implementing a Loyalty Strategy

Implementing a robust loyalty strategy offers numerous benefits for independent hotels, including increased guest retention, higher revenue, improved brand loyalty, enhanced guest experience, and operational efficiency. Let’s dive deeper into these benefits and explore key metrics that demonstrate the impact of a well-designed loyalty program.

Increased Guest Retention

A well-executed loyalty program incentivizes repeat bookings, reducing guest churn and fostering long-term relationships. According to a study by Harvard Business Review, increasing customer retention rates by 5% can increase profits by 25% to 95%.

Metrics to track:

• Repeat Guest Rate: Measure the percentage of guests who return for additional stays within a specific period. A higher rate indicates better retention.

• Customer Lifetime Value (CLV): Calculate the total revenue generated by a guest throughout their relationship with your hotel. A successful loyalty strategy should increase the CLV.

• Churn Rate: Monitor the percentage of guests who do not return. A decrease in the churn rate suggests improved retention.

Higher Revenue

Loyalty program members tend to spend more than non-members, both in terms of booking frequency and total spend per stay. This increased revenue can be attributed to the enhanced value perception and personalized offers provided through the loyalty program.

Metrics to track:

• Revenue per Available Room (RevPAR): Evaluate the total room revenue divided by the number of available rooms. Higher RevPAR indicates more efficient revenue generation.

• Average Daily Rate (ADR): Track the average revenue earned per occupied room. Loyalty programs that drive higher rates and upsell opportunities can increase ADR.

• Incremental Revenue from Loyalty Members: Measure the additional revenue generated by loyalty program members compared to non-members.

Improved Brand Loyalty

A strong loyalty program builds brand loyalty by creating positive associations and fostering emotional connections with guests. This loyalty translates into increased word-of-mouth referrals, higher guest satisfaction, and a stronger competitive position.

Metrics to track:

• Net Promoter Score (NPS): Assess guest satisfaction and willingness to recommend your hotel. A higher NPS indicates stronger brand loyalty and positive guest experiences.

• Referral Rate: Monitor the rate at which loyalty members refer friends or family to your hotel. An effective loyalty strategy should increase referral rates.

• Social Media Engagement: Track mentions, shares, and reviews on social media platforms. Positive engagement reflects strong brand loyalty.

Enhanced Guest Experience

A personalized loyalty program enhances the guest experience by providing tailored rewards and seamless interactions. This leads to higher satisfaction and a more memorable stay.

Metrics to track:

• Guest Satisfaction Score: Use post-stay surveys to measure guest satisfaction with their overall experience and the loyalty program. High scores indicate a positive impact on the guest experience.

• Engagement Rate: Evaluate the participation rate in loyalty activities and the redemption rate of rewards. Higher engagement rates suggest that guests find the program valuable and enjoyable.

• Guest Feedback and Reviews: Analyze comments and ratings related to the loyalty program. Positive feedback indicates an enhanced guest experience.

Differentiation in a Competitive Market

In a crowded marketplace, a unique and compelling loyalty program can differentiate an independent hotel from its competitors. By offering distinctive rewards and experiences, hotels can attract guests who are seeking more than just a place to stay.

Metrics to track:

• Market Share: Monitor your hotel’s share of bookings relative to competitors. An effective loyalty strategy should help increase your market share.

• Competitive Set Analysis: Compare your hotel's performance metrics (e.g., occupancy rates, ADR) against a set of competitors. Improvements relative to competitors indicate successful differentiation.

• Direct Booking Ratio: Track the proportion of bookings made directly through your hotel’s website or channels versus OTAs. A higher direct booking ratio signifies effective differentiation and reduced OTA dependency.

Operational Efficiency

A well-implemented loyalty program can streamline operations by automating reward management, enhancing guest communication, and providing actionable insights through data analytics.

Metrics to track:

• Cost per Acquisition (CPA): Measure the cost of acquiring new loyalty members versus the cost of acquiring non-members. A lower CPA for loyalty members indicates operational efficiency.

• Redemption Efficiency: Evaluate the time and resources required to manage reward redemptions. Efficient processes reduce costs and improve guest satisfaction.

• System Integration: Monitor the seamless integration of the loyalty program with your existing systems. Effective integration reduces manual efforts and operational bottlenecks.

Implementing a Successful Loyalty Strategy

To successfully implement a loyalty program, independent hotels need to consider several key elements, including program design, technology integration, and ongoing engagement strategies.

Define Clear Objectives

Hotels should start by defining clear objectives for their loyalty program, such as increasing direct bookings, enhancing guest retention, or boosting revenue. These objectives will guide the design and implementation of the program.

Defining clear objectives will ensure that your loyalty strategy aligns with your overall business goals and delivers the desired outcomes.

Choose the Right Rewards

Selecting the right rewards is crucial to the success of a loyalty program. Rewards should be relevant, valuable, and aligned with guest preferences. Hotels should consider a mix of instant rewards, experiential rewards, and exclusive offers.

Choose and customize rewards that are perfect for your guests. Offering a diverse range of reward options allows you to create a loyalty program that’s as unique as your hotel and as enticing as possible for your guests.

Leverage Technology

Integrating technology into the loyalty program enhances its efficiency and effectiveness. This includes using AI for personalization, mobile apps for accessibility, and data analytics for tracking performance.

Embrace the latest technology. AI-driven platforms that integrate smoothly with your existing systems make it easy to manage your loyalty program and provide personalized rewards that delight your guests.

Engage and Communicate

Ongoing engagement and communication are essential to maintaining the success of a loyalty program. Hotels should regularly communicate with members through email, social media, and in-person interactions to keep them informed and engaged.

Include tools to keep your guests engaged. Features for targeted messaging and updates ensure that your guests stay informed and connected to your loyalty program.

In an increasingly competitive hospitality landscape, independent hotels must adopt innovative loyalty strategies to compete with large brands and OTAs like Expedia. By embracing the latest trends in hotel loyalty programs—such as personalization, instant rewards, and technological integration—and leveraging a well-crafted loyalty strategy, independent hotels can enhance guest engagement, drive direct bookings, and build lasting relationships with their guests.

Implementing a robust loyalty strategy not only levels the playing field but also positions independent hotels to thrive in a dynamic and competitive market. With a thoughtful approach and the right tools, independent hotels can create loyalty programs that deliver immediate value, foster guest loyalty, and ultimately, drive long-term success.

For more information on how to develop and implement an effective loyalty strategy tailored to your hotel’s needs, consider collaborating with the team at Laasie and leveraging advanced loyalty software solutions that can provide the necessary support and technology integration needed to compete in today's market.

The dream of building a rock-solid loyalty strategy that transforms casual visitors into raving fans can often feel like a mirage. You’ve got the perks, the points, the potential… and yet, your loyalty strategy isn’t winning hearts or bookings. Why? Let’s dive into the top three reasons your hotel loyalty strategy is not working and how to fix them. And spoiler alert: Laasie’s white-label loyalty platform might just be the fairy godmother you need.

No One Is Redeeming Anything: The Ghost Town of Rewards

Why It’s Failing: Imagine throwing a lavish party and no one shows up. That’s your loyalty program when guests don’t redeem their rewards. The shiny points pile up but remain untouched, like the vegetables in a child’s dinner plate. The problem? Your rewards are either irrelevant, unreachable, or both.

How to Fix It:

• Offer Tangible Value: Ensure your rewards are desirable and accessible. Instead of points that feel like Monopoly money, offer tangible benefits like room upgrades, free nights, or spa vouchers.

• Simplify the Redemption Process: If redeeming points requires guests to jump through hoops or solve a Rubik’s Cube, they’ll lose interest faster than a cat in a dog park. Make the redemption process straightforward and hassle-free.

• Personalize the Rewards: Use data to tailor rewards to individual preferences. A business traveler might value a free breakfast, while a family on vacation could prefer amusement park tickets.

Enter Laasie: With Laasie’s smart loyalty platform, guests can redeem a variety of rewards with a single click. It integrates seamlessly into your hotel’s existing systems, offering real-time, customized rewards that align perfectly with what your guests actually want. Think of it as transforming your loyalty program from a boring conference room into a lively, engaging carnival.

Points Without a Purpose: Insufficient Geographic Breadth

Why It’s Failing: Your loyalty program is a points-only system, but you’re not exactly Marriott or Hilton with hotels in every city from Albuquerque to Zanzibar. Without a broad network of properties, guests have nowhere to spend their hard-earned points, making your loyalty program about as useful as a chocolate teapot.

How to Fix It:

• Offer Instant Rewards: Consider incorporating a reward strategy that allows guest to select rewards to be use during their stay.

• Add Non-Hotel Rewards: Introduce flexible redemption options that aren’t limited to your own hotels. Guests can choose instant rewards like local experiences, gift cards, or even charitable donations.

Enter Laasie: Laasie’s platform doesn’t just stop at hotel stays. It offers a cornucopia of rewards that transcend the physical boundaries of your hotel network. From e-gift cards to exclusive experiences, Laasie expands the universe of redemption options, making your loyalty program relevant and exciting even if you have just one charming bed-and-breakfast.

You’re Not Owning the Payment Moment: Missing the Magic at the Confirmation Page

Why It’s Failing: The confirmation page is where the magic happens. It’s the moment your guest has decided to stay with you, and their dopamine levels are through the roof. Yet, if your loyalty program isn’t front and center at this crucial juncture, you’re missing out on an opportunity to solidify their loyalty. Ignoring the confirmation page is like forgetting the grand finale in a firework display—anticlimactic and disappointing.

How to Fix It:

• Highlight Rewards: Clearly display the instant rewards or benefits they’ve earned with this booking.

• Offer Immediate Incentives: Provide an instant reward or discount for booking directly or joining the loyalty program at the confirmation page.

• Encourage Engagement: Prompt them to explore their rewards or how they can earn more, right there, right then.

Enter Laasie: Laasie’s white-label platform integrates seamlessly at the booking confirmation stage, turning it into a powerful engagement tool. Imagine your guests being immediately offered a reward—like a discount on their next stay or a complimentary breakfast—right as they complete their booking. This instant gratification not only enhances their experience but also reinforces their decision to book with you, solidifying their loyalty while the excitement is still fresh.

Bringing It All Together: The Laasie Effect

Laasie’s white-label loyalty platform is like a trusted compass guiding you through the storm. Here’s how it transforms your loyalty strategy:

• Real-Time Rewards: Offers a dynamic range of real-time rewards that can be redeemed effortlessly, ensuring your guests feel valued and engaged.

• Flexibility: Expands redemption options beyond just hotel stays, making your loyalty program appealing even if you’re not a global hotel chain.

• Engagement at Crucial Moments: Enhances the booking experience by owning the confirmation page, offering immediate incentives that boost satisfaction and loyalty.

With Laasie, your loyalty program evolves from a static exercise into a vibrant, engaging ecosystem where guests are excited to participate and redeem. You’re not just building loyalty; you’re creating memorable experiences that guests will cherish and return for.

Make Loyalty Work for You

To sum it up, if your hotel loyalty strategy feels like it's stuck in the mud, it's time to re-evaluate and revamp. Focus on making rewards redeemable, expand your redemption options beyond your hotel network, and capture the magic at the booking confirmation page. Laasie’s white-label loyalty platform offers the perfect toolkit to address these issues and transform your loyalty program from a lackluster effort into a show-stopping success. So, dust off that loyalty strategy, sprinkle some Laasie magic, and watch your guest satisfaction—and bookings—soar.

Because let’s face it, a great loyalty program should feel more like a joyous homecoming and less like an algebra exam.

As the Chief Revenue Officer at Laasie, a leading provider of innovative loyalty solutions, I've often found myself marvelling at the intricate dance between consumer behavior and loyalty strategies within the travel industry. The evolution of loyalty programs in the travel vertical has been a thrilling voyage—one where adaptability and creativity steer the ship towards success.

Historically, hotel loyalty programs were akin to a pot of gold at the end of a rainbow—a destination one would strive to reach after numerous stays. However, in this modern era, where time is the ultimate luxury and attention spans are fleeting, the game has transformed. Enter the era of instant gratification—a potent elixir in the world of loyalty programs.

Let's dissect why instant gratification wields such incredible power within hotel loyalty and rewards programs.

Evolution of Loyalty Programs in Travel: From Milestones to Moments

In the travel realm, loyalty strategies have morphed from a focus on accumulating points or reaching specific milestones towards a more nuanced approach. Brands now understand that loyalty isn't a one-size-fits-all equation. A personalized experience reigns supreme, with each brand having its unique DNA, catering to a diverse array of traveler preferences.

This evolution echoes the changing dynamics of consumer expectations—where instant gratification has emerged as a key player. Guests no longer wish to wait eons to reap the benefits of their loyalty. They seek immediate acknowledgment, tangible rewards, and experiences that resonate with them from the get-go.

Diverse Loyalty Strategies: One Size Doesn't Fit All

Loyalty strategies within the hotel industry are as diverse as the guests they serve. What might be a winning formula for one brand could be a complete mismatch for another. Some brands thrive by offering tiered perks and exclusive experiences, while others find success in the simplicity of instant rewards for every interaction.

Understanding these nuances and tailoring loyalty programs to match the brand's ethos and customer base is crucial. It's similar to the art of crafting a bespoke suit—meticulously designed to fit and accentuate the unique characteristics of the wearer.

The Science Behind Instant Gratification: A Magnetic Force in Loyalty Programs

Why does instant gratification wield such magnetic appeal? The answer lies in the intricate workings of our brains. The surge of dopamine—a neurotransmitter associated with pleasure and reward—when individuals receive instant gratification is like a delightful fireworks display within our neural circuitry.

It's not just about the reward itself; it's about the immediate joy, the sense of recognition, and the emotional connection established in that moment. Leveraging this neurological phenomenon within loyalty programs can significantly elevate guest engagement and loyalty.

Incorporating Instant Gratification: A Must-Have in Loyalty Strategies

Instant gratification should undoubtedly take center stage in the playbook of every hotel's loyalty strategy. It's not about replacing traditional rewards but about complementing them. A well-crafted loyalty program is like a symphony, where instant gratification adds the perfect crescendo—the moment that resonates deeply with the guest, fostering a bond that transcends transactional interactions.

As we navigate the ever-evolving landscape of hotel loyalty programs, remember this: the power of instant gratification lies not just in its immediacy but in its ability to forge emotional connections and transform guests into loyal advocates.

In the world of loyalty, striking the right balance between instant gratification and timeless rewards is akin to concocting the perfect cocktail—a blend that delights and leaves a lasting impression.

Ellis Connolly
Chief Revenue Officer
Laasie

Guess what? The wait is over! Episode 2 of our video series, "Reward Your World" with Spencer Orr from Laasie, is now live!

In this episode, Spencer delves into the world of loyalty and first-party data. Say goodbye to boring loyalty systems and hello to instant gratification that'll have your guests feeling like VIPs faster than you can say "room service"! Spencer reveals insider secrets on how to create unforgettable guest experiences that keep them coming back for more and how properties can leverage rewards to collect the evermore important, first party guest data!

Watch episode 2: Rewarding First Party Data (5 mins) here.

While the hospitality industry is constanly changing, one thing remains constant: the pursuit of guest satisfaction. As hoteliers, your mission is clear—to create unforgettable experiences that keep guests coming back time and time again. But in an era where competition is fierce and guest expectations are higher than ever, how can your hotels stand out from the crowd?

The answer lies in reimagining the traditional approach to guest recognition and loyalty programs. For independent hotel groups, gone are the days of cumbersome point systems and lengthy redemption processes. Today's guests crave instant gratification and personalized experiences that speak to their individual preferences and desires. That's where Laasie comes in.

Laasie is not just another loyalty platform—it's a game-changer for the hotel industry. By offering instant rewards and personalized perks, Laasie helps hotels forge deeper connections with their guests and foster long-term loyalty. But what sets Laasie apart from other rewards programs? Let's take a closer look.

Instant Gratification, Unforgettable Experiences

One of the biggest frustrations with traditional loyalty programs is the delay between earning points and redeeming rewards. With Laasie, guests can enjoy instant gratification from the moment they check-in. Whether it's a complimentary room upgrade, a free meal at the hotel restaurant, or a surprise gift waiting in their room, Laasie ensures that every guest feels valued and appreciated from the start.

But it's not just about instant rewards—it's about creating unforgettable experiences that leave a lasting impression. From personalized welcome amenities to exclusive access to local attractions and events, Laasie helps hotels tailor their offerings to meet the unique needs and preferences of each guest. By delivering moments of delight and surprise, hotels can turn ordinary stays into extraordinary memories that guests will cherish for years to come.

Simplicity and Transparency

Another common pain point with traditional loyalty programs is complexity. From convoluted point structures to confusing redemption processes, many guests find themselves frustrated and disengaged. Laasie takes a different approach by prioritizing simplicity and transparency.

With Laasie, earning and redeeming rewards is intuitive and straightforward. Guests can easily track their progress and see exactly what perks they're eligible for, eliminating any confusion or uncertainty. Plus, with real-time tracking and reporting tools, hotels can monitor the success of their loyalty programs and make data-driven decisions to optimize performance.

Personalization at Scale

In today's hyper-connected world, guests expect personalized experiences that cater to their individual tastes and preferences. Laasie helps hotels deliver on this expectation by offering personalized rewards and perks that speak directly to each guest.

Whether it's a special birthday surprise, a customized amenity based on past preferences, or a curated itinerary tailored to their interests, Laasie allows hotels to go above and beyond to exceed guest expectations. By leveraging data and technology, hotels can create truly memorable experiences that resonate with guests on a personal level, driving loyalty and advocacy in the process.

Driving Revenue and Loyalty

At the end of the day, the success of any loyalty program is measured by its impact on revenue and guest loyalty. Laasie helps hotels achieve both of these objectives by incentivizing repeat business and encouraging guests to spend more during their stays.

By offering instant rewards and exclusive perks, hotels can motivate guests to book direct and choose their property over the competition. Plus, with tiered loyalty programs that reward high-value guests with even greater benefits, hotels can cultivate a loyal customer base that drives sustainable revenue growth over time.

A New Era of Hospitality

The key to success lies in innovation and differentiation. Laasie represents a new era of hospitality—one where instant rewards, personalized experiences, and transparent loyalty programs reign supreme.

Get ready to check-in to a whole new level of excitement because we're thrilled to announce the launch of our latest video series: Reward Your World
 
New Video Alert: Forget about the humdrum of traditional loyalty programs that make you wait ages for those elusive points to add up. We're shaking things up with instant gratification that will have your guest feeling like a VIP from the moment they step through our doors!

Watch episode 1: Reward Your World (5 mins) here.

In our brand-new video series, we're diving deep into the world of meaningful rewards for your loyal guests – without the headache of point systems. Think surprises, treats, and perks that'll make them feel like they've hit the hospitality jackpot.
 
Join us on this exciting journey as we unveil the secrets behind our innovative loyalty strategy!

Tell me if you have been in this situation before? You want and know that you need a loyalty strategy for you property or portfolio, maybe you've had a few false starts and don't know where to begin again or start at all... Everyone usually has something to say about loyalty across marketing, sales, operations, finance... you get the point! At Laasie, we believe in starting small and growing strategically. This crawl, walk, run process has helped our partners create programs that create value for their properties and the guest... as well as the finance team. Here's a quick guide on how you can seamlessly level up your hotel's loyalty strategy:

Enrollment and First-Party Data Collection: Kick off by keeping it simple, but don't underestimate the power of a well-crafted enrollment process. It's not just about gathering basic information; it's about understanding your guests on a personal level. Use this opportunity to collect first-party data that goes beyond the standard name and email. Dive into preferences, special occasions, and feedback to create a robust profile for each guest. This not only enables personalized experiences but also empowers your marketing strategies.

Laasie's approach is all about turning data into actionable insights. Our platform seamlessly integrates with your existing systems, making data collection and analysis a breeze. No more siloed information – it's time to harness the power of guest knowledge!

Recognize and Reward: Recognizing your guests' loyalty is the heartbeat of any successful program. While points systems have their merits, the future is undoubtedly leaning towards instant rewards. In the age of instant gratification, guests appreciate immediate recognition for their loyalty. Laasie advocates for experience rewards – think local attractions and retailers to compliement the more traditional room upgrades, spa treatments and exclusive dining experiences. These tangible, emotion-evoking rewards create a lasting impression and forge a stronger connection between your guests and your brand.

Our platform goes beyond conventional loyalty programs by offering a range of customizable reward options. From personalized digital welcome amenities to surprise and delight, Laasie helps you curate a reward system that resonates with your unique brand identity.

Incentives that Engage and Increase Loyalty: Incentives should not only engage your guests but also drive loyalty. Laasie understands the challenges faced by independent hotels in competing with industry giants like Marriott or Hilton. The key is to focus on what sets you apart. Tailor incentives that align with your hotel's unique offerings – perhaps it's a curated local experience, a partnership with nearby attractions, or exclusive access to events.

Laasie's approach involves working closely with your team to identify and implement incentives that enhance the overall guest experience. Our platform allows for real-time adjustments, ensuring that your loyalty program remains dynamic and responsive to changing guest preferences.

The Future is Instant Rewards: In a world where speed and simplicity reign supreme, instant rewards steal the show. Point-based programs, while effective for larger brands, may not translate as seamlessly for independent hotels. Laasie recognizes this shift towards instant rewards and advocates for a more personalized approach. The emotional connection forged through experience rewards resonates more deeply and contributes to sustained loyalty.

Leveraging data insights, Laasie helps you understand your guests' preferences, enabling you to tailor instant rewards that leave a lasting impact. This personalized touch sets your hotel apart in a crowded market, fostering a sense of belonging among your guests.

Loyalty Asprin: Ready to turn these ideas into reality? Laasie is here to help you operationalize loyalty seamlessly. Our tight-knit integration framework and easy-to-implement product suite take away 99% of the headache associated with loyalty program implementation. With Laasie, you can focus on delivering exceptional guest experiences, confident that your loyalty program is running smoothly in the background.

Whether you're a single boutique hotel or managing a group of properties, Laasie adapts to your unique needs. Our user-friendly platform empowers your team to manage, analyze, and optimize the loyalty program effortlessly.

Ready to take the next step into a world of enhanced guest loyalty? Let's chat!

Ellis Connolly
Chief Revenue Officer
Laasie

Hear from industry experts on the hospitality loyalty segment in October 2023 and beyond

Over the past few years, the hospitality industry experienced an undeniable boom of technology. After a period of stagnant travel, hoteliers were forced to quickly become tech savvy, utilizing a variety of tools to “wow” their guests. The pressure to enhance the guest journey and ensure an excellent experience has never been more intense. Hotels have no other choice but to embrace technology and utilize it to enhance and simplify the guest experience and drive loyalty to ensure future bookings. 

Therefore, short-term rental (STR) operators and hoteliers are constantly seeking ways to eliminate friction during booking, while on-site, and with the loyalty experience. Personalized guest experiences are also becoming increasingly vital in establishing connections, building trust, and establishing loyalty. Customers are paying close attention and looking for an exceptional experience when traveling.

Hotel chains are using emerging technologies across various touchpoints to create meaningful experiences for guests, both at the front lines and behind the scenes. By leveraging technology, hotels can offer specific rewards and benefits based on guest preferences and behavior, free upgrades, instant rewards, or experiential benefits. In the United States alone, a study from last year showed that on average, consumers belong to 16.6 loyalty programs (Statista). These incentives not only increase the value guests perceive in the loyalty program but also encourage them to share their data and information, enabling hotels to obtain useful information that can help them create enticing offers for future visits. 

Many are left to wonder, what are the best practices for personalization and loyalty, and what new technologies are emerging to make this possible? 

To dive deeper into this topic, we went straight to the experts who are constantly striving to achieve exactly this - a personal, memorable experience that keeps guests coming back time and time again.

Download Navigating Guest Loyalty: Insights on Recognition and Reward Strategies.

Ellis Connolly
Chief Revenue Officer
Laasie

Enhancing Hotel CRM Engagement: The Power of Instant Rewards

In the ever-evolving landscape of the hospitality industry, maintaining a strong and loyal customer base is crucial for the success of any hotel. Hoteliers are constantly seeking innovative strategies to engage customers effectively and build lasting relationships. One such strategy that has gained prominence is the integration of instant rewards within a hotel's loyalty program. This approach not only appeals to customers' desire for immediate gratification but also presents an opportunity to leverage these rewards to boost customer relationship management (CRM) engagement. In this article, we will delve into how the selection and deployment of instant rewards within a hotel loyalty strategy can significantly enhance CRM engagement.

Self-Selected Reward Content and Audience Building within CRM

Instant rewards empower guests by allowing them to choose rewards that align with their preferences and needs. By incorporating self-selected reward content, hotels can tap into the psychology of personalized satisfaction. When guests feel that they are receiving relevant rewards, their sense of appreciation and connection to the brand deepens. This personalization extends to CRM engagement, where hotels can leverage the data from instant reward selections to gain insights into individual preferences, enabling more targeted marketing efforts. This level of personalization fosters a sense of exclusivity, encouraging guests to engage more actively with the hotel's communication channels.

Leveraging Instant Rewards in First and Zero-Party Data Collection

First-party data, collected directly from guests, is invaluable for crafting effective marketing strategies. Instant rewards act as catalysts for data collection, encouraging guests to willingly share information in exchange for the immediate gratification offered by these rewards. With the rise of data privacy concerns, zero-party data (explicitly shared data) has gained significance. Through well-designed instant rewards, hotels can encourage guests to provide deeper insights, preferences, and feedback. This not only aids in refining the CRM strategy but also enhances guest profiling, making future interactions more meaningful and personalized.

Support for Segmentation

Instant rewards not only enrich CRM data but also contribute to more nuanced segmentation strategies. By analyzing the reward preferences and behaviors of different segments, hotels can tailor their messaging and offerings to resonate better with each group. This level of segmentation greatly impacts CRM Key Performance Indicators (KPIs). Open rates and click-through rates soar when recipients perceive the content as highly relevant. Moreover, the data collected through instant rewards can lead to more direct and repeat bookings. Guests who feel their preferences are understood are more likely to return and make reservations confidently. This strategy also contributes to an increased share of wallet, as guests are more inclined to engage with ancillary services that cater to their specific interests and preferences.

Multiplied Benefits Across KPIs:

The combined effect of instant rewards and CRM engagement strategies creates a virtuous cycle. Engaged customers are more likely to respond to offers, increasing open rates and click-through rates. Enhanced customer profiling from instant reward data translates into better-targeted campaigns, resulting in higher conversion rates and more direct bookings. Repeat bookings are encouraged due to the personalized experience, leading to improved customer retention rates. The ripple effect continues to influence ancillary sales, boosting the hotel's share of wallet. In this way, instant rewards amplify the effectiveness of CRM efforts, resulting in a holistic improvement of various KPIs and overall business success.

Incorporating instant rewards within a hotel loyalty strategy is more than just a transactional gesture; it's a pathway to enriched customer relationships and enhanced CRM engagement. By allowing guests to choose rewards that resonate with their desires, hotels foster a sense of personal connection and exclusivity. This, in turn, fuels data collection, segmentation, and personalized marketing efforts. The culmination of these benefits leads to improved CRM KPIs, more direct bookings, and increased share of wallet across ancillaries. In a world where personalized experiences reign supreme, the marriage of instant rewards and CRM engagement is a strategy that holds the key to sustained success in the competitive hospitality landscape.

Laasie’s customers can now benefit from a turnkey loyalty and rewards solution that delivers real-time guest personalization and audience building capabilities

New York, May 6, 2023 – Laasie today announced it has launched Laasie for Marketing Cloud on Salesforce AppExchange, empowering hoteliers and vacation rental operators to connect their Laasie rewards programs to Salesforce Marketing Cloud in real-time. This will empower customers with enhanced audience building capabilities and streamline guest communication strategies that increase emotional loyalty and grow customer lifetime value. 

Laasie for Marketing Cloud is currently available on AppExchange here.

Laasie for Marketing Cloud makes it possible to connect both Laasie Convert and Laasie Retain to Salesforce Marketing Cloud with minimal technical expertise. This connection enables hoteliers and short term rental operators to unify Laasie data with Marketing Cloud, create personalized guest journeys and utilize reward data in the content builder.

Comments on the News

“Laasie is changing the narrative for the lodging industry on loyalty rewards and perks programs, as we believe that instant gratification will play a massive role in all programs in the future.”

— Ellis Connolly, Chief Revenue Officer at Laasie

“Laasie for Marketing Cloud is a welcome addition to AppExchange, as it accelerates business transformation for customers by powering hospitality rewards and perk programs through Laasie’s extensive merchant network. AppExchange is constantly evolving to enable our partners to build cutting-edge solutions to drive customer success.”

— David Lee, Vice President of Product Management, AppExchange

“We are excited to discover more opportunities to deliver even more paradise to our guests by introducing Laasie for Salesforce Marketing Cloud. The Margaritaville Perks program is innovative and fun and we leverage best in breed technology to enhance loyalty, revenues and advocacy. Laasie for Marketing Cloud will help us optimize the customer journey even further.”

— Claudia Infante, SVP Revenue at Margaritaville Resorts

About Salesforce AppExchange 

Salesforce AppExchange, the world’s leading enterprise cloud marketplace, empowers companies, developers and entrepreneurs to build, market and grow in entirely new ways. With more than 7,000 listings, 11 million customer installs and 117,000 peer reviews, AppExchange connects customers of all sizes and across industries to ready-to-install or customizable apps and Salesforce-certified consultants to solve any business challenge. 

Additional Resources

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• Follow Laasie on LinkedIn: https://www.linkedin.com/company/laasie-ai

Salesforce, AppExchange, Marketing Cloud and others are among the trademarks of salesforce.com, inc.

About Laasie

Laasie powers a new kind of loyalty for over 2,000 lodging partners through AI and a network of 1,000+ instant gratification partners. No points, no tiers, no waiting for qualification. Laasie incentivizes conversion and retention, driving over $700 million in direct bookings and repeat transactions.

Today’s savvy customers are uninspired by yesterday’s rigid loyalty programs, often leaving with unused points and limited brand affinity. Laasie uses artificial intelligence and big data to dynamically create loyalty with personalized, instant rewards that motivate customer actions like booking directly, making a return visit, joining a marketing program for offers, and more. The result? Customers enjoy enriched experiences with each brand interaction and partners benefit with increased net revenue, actionable data insights, strengthened customer relationships, and a scalable loyalty program that increases the lifetime value of every customer.

If you were working for a hotel group during the pandemic that ran a points-based loyalty program, you probably saw first hand the issues it created. While plenty of hotel companies had immense struggles to deal with during the pandemic, redeemable loyalty points had longer lasting effects for the years that followed. You see, with less people traveling, and therefore redeeming their points, hotel companies incurred liabilities that would be difficult to pay-out, even once travel opened back up again.

And that’s exactly what occurred. As COVID restrictions lessened, travelers were ready to use every discount and point at their disposal with immediate effect. But while hotels geared up for their busiest booking season yet, the revenue numbers didn’t quite work in their favor.

In this article, we’ll explore the painful side of points-based programs, and reveal if maybe there’s a better way to handle these types of programs that would provide less liability, while maintaining, or often even improving, loyalty.

What is loyalty points liability?

Loyalty points liability refers to the amount of money that a company owes to its customers for the loyalty points they have earned through their purchases or other activities with the company.

When a customer earns loyalty points, they are essentially earning a discount on future purchases or other benefits, such as free hotel room nights or upgraded services. However, from a hotel company’s perspective, these loyalty points represent a liability on their balance sheet because they will need to be redeemed at some point in the future.

The hotel group must estimate the total liability for all outstanding loyalty points and record it as a liability on their balance sheet. The amount of the liability is based on the number of outstanding loyalty points and the estimated cost of fulfilling the rewards associated with those points.

The liability for loyalty points is an important financial metric for companies, as it represents a potential future cost that must be accounted for in their financial planning. Companies must carefully manage their loyalty points liability to ensure that they have the resources to fulfill the promises to their customers.

How can hotel groups limit this liability?

To help reduce liability, companies across hospitality and other industries have relied on several practices. Many of which will probably sound familiar to you as you have likely experienced the negative side-effects of them as a points earner. Expert Brian Almeida explains very well in this article that in order to thwart liability, companies will often refer back to 1 of 3 practices:

1. Reduce the value of the points.

Clearly, reducing the value of loyalty points will also result in a decrease in the liability associated with the loyalty program on the company's balance sheet. However, simply reducing the value of loyalty points leaves your company with the highest risk. Customers may view this as a breach of trust and may become less loyal to the company. This produces long-term, negative effects on the company's reputation and profitability.

2. Cap the earnings of points.

Capping the earnings on loyalty points means that customers can only earn a certain amount of loyalty points, regardless of how much they spend or how many activities they engage in with the company. On the positive side, this can help to control the liability associated with the loyalty program due to the fact that the estimated cost of fulfilling the rewards associated with the loyalty points will be more predictable and easier to manage. However, capping the earnings on loyalty points may make customers feel that they are being unfairly limited in their ability to earn rewards, leading to decreased loyalty and revenue for the company.

3. Reduce the earnings value of points.

When a company reduces the value of loyalty points, it means that customers will need to accumulate more points to redeem the same rewards or benefits they were previously eligible for. While this may seem like the best of both worlds scenario, it still brings some complications from the company’s standpoint if changes do need to be made, it's important to communicate them transparently and clearly to customers, and to provide alternative benefits or rewards to maintain their loyalty. This process alone can require time and resources your company may not have right away.

Reverse your liability with a rewards-based loyalty program

If now you’re thinking “there’s got to be a better way!”...don’t worry, there is. In a limited-liability program, rewards can be used to incentivise now, instead of later. This way, your hotel group pays up front to reward customers, and those discounts or purchases are redeemed in the moment, and not as a steady marker on your balance sheet.

Additionally, unlike maneuvering through a complicated points-based loyalty program, a turn-key rewards program, provided by the right solution, could not be easier to stand-up and manage. This is important not just for the hotel-side, but for the guest-side as well. Going forward, the hotel companies who create a seamless way for guests to be incentivized will increase customer engagement and sales, for years to come.

Are you struggling with complicated points-based loyalty programs that are difficult to manage, and even harder to measure? Try it a different way. With the Laasie platform, you’ll receive a rewards-based, AI-powered platform that will bring your loyalty program into the future, and keep your liabilities at bay.

Tell me if this scenario sounds familiar. You’re a loyalty member of one of the big four hotel chains. You’ve collected the points while traveling a lot for work, often spending 1-2 nights in highway-adjacent hotels with little-to-no amenities. You thought it was well worth it, especially once you finally reached the coveted “Gold Status”.

Then, you cashed in on those rewards. You decided to travel with your significant other and instead of booking a vacation rental, you remember all those rewards points you saved up and consider a chain hotel instead. After all, the promised perks included complimentary upgrades (when available), faster WiFi speeds, and the two free bottles of water upon check-in!

But when you eventually check-in, the front desk agent doesn’t even recognize your prized status level. The conversation maybe goes something like this:

Front-Desk Agent (FDA): Thanks for staying with us. Here’s your key.

You: Well, actually I’m a gold member here. Do I qualify for any perks today?

FDA: No, sorry, we’re fully booked. No room upgrades are available.

You: OK…can I at least get that free water?”

FDA: *Huffs* Fine. Let me check in the back.

That’s it. After months of accumulating points, you’re made to feel like a nuisance for requesting a few free bottles of water. Unfortunately, this is based on a true story. This is the experience many hotel chains are giving their points-based loyalty members on a regular basis. And in today’s day of instant-gratification, it’s simply not acceptable to promise the world and deliver next to nothing.

If you’re a hotel and still thinking that a points-based program is the way to go, don’t limit yourself. Open your hotel group up to the possibilities of more ancillary revenue and guests who are actually happy with what you’ve given them.

As a modernized loyalty solution looking to convert hotels from points-based programs to an instant rewards network, we’ve heard many objections along the way. But we’re here to tell you, they’re mostly based on myth.

Let’s explore these myths and see if your main objections can be resolved in one of three ways…

Myth 1: Points are the only cost-effective loyalty program

Let’s face it, you have to consider their bottom-line when researching options for a loyalty program. The cost-benefit analysis often leads hoteliers down the path of points programs because it’s clear what the ROI will be.

The downside is that guests can smell your frugality from a mile away. They are hyper-aware that the rewards they’re getting with points are not super valuable, will not often be received (like the example above), and they cost you next to nothing.

A strong compromise could be instant-reward offers that are mostly sponsored by the partner. For example, the average $25 gift card reward on the Laasie partner platform costs a hotel $3. The guests receive a perceived benefit of $25, and you look like a hero! Instead of offering points guests may not use, you could have a juicy rewards ecosystem with offers that people really want.

Seems too good to be true but it’s not. These partners are willing to share high-value items at a low cost because of the high-wallet share audience you’re putting in front of them. People willing to purchase a hotel room night are more likely to utilize their rewards and spend money with the partner’s brand. Consider that the person using a $25 gift card will probably spend $50 or more with their purchase, and come back for more.

Myth 2: Points are the only turn-key loyalty programs

Another hurdle a hotel needs to overcome when standing up a loyalty program is, well, standing it up. When starting from scratch, hotels often find options for a points-based platform plentiful, and therefore stick with that option. However, these apps are often white label, clunky, not-native, and from the guest-side, redemption is clunky and cumbersome.

In today’s tech-forward environment, there are many more options for hotels to consider. There are now turn-key solutions for cashback rewards, instant rewards, and many other beyond points. With Laasie, for example, the time period between pressing “go” and your first direct booking conversion is almost immediate.

Myth 3: Points are the only fair way to reward frequent guests

Another argument to be made for points-based programs is that it’s the only fair way to recognize more frequent guests. It’s simple to understand how more stays equates to more points, and guests should be rewarded for their continued loyalty.

However, with CRM tech being as robust as it is today, hotels can target their customers based on a multitude of factors. Some of which are how many stays or how much a guest spends. Now, a guest’s lifetime value is a field as basic as name and email address. With this knowledge, your hotel knows WHO should receive more grand rewards, so now the answer is HOW do you make sure they receive them.

Enter: Laasie. The solution easily integrates with your CRM to allow you to send, from a single campaign, multiple types of rewards values. This ensures that your $10,000 value customer receives something a bit more special than, say, your $200 value customer.

Now that these myths have been busted and your questions have answers, the choice is yours. You can keep rewarding guests with two free water bottles, and leave them thirsty for more. Or, you can consider the advantages of a different kind of rewards-based loyalty program. One that leaves guests instantly gratified, and ready to spend more, and do more, with your hotel and its ancillary brands.

If it feels like the average age of a hotel guest keeps getting younger, it’s not just you. That shift is happening across the travel landscape. Back in 2020, Skift forecasted the impending Gen Z travel increase in their mega-trends report. And today, with 65% of Gen Z-ers stating that ‘travel and seeing the world’ is the most important way to spend their money, it’s safe to say that boom is coming, if not already here.

As a millennial, I remember how much our generation changed the way businesses were run. Our behavior shift was a significant one, and companies who paid attention to the true motivations and needs of our generation were the ones who were most successful. Remember the old “Millennials are killing” headlines? Yes, these shifts were so significant, that entire industries were wiped out.

Don’t let another generation be your loyalty program’s ruin. Instead, focus on what this new customer needs, wants, and likes. As the title of this article suggests, TikTok is a significant place where Gen Z is spending their time and, of course, being “influenced.” There are many reasons why the platform gained so much traction from this audience so fast, but the main one was the ability to produce and share videos that were under ten seconds.

Ten seconds is the attention span we are working with. If there’s one thing we know about this generation, it’s that they don’t want to sit around and wait. They were the first generation to grow up with mobile devices and subsequently are the most tech-savvy of any age group. The brands they’ll be attracted to are the ones with the lowest barrier to entry.

Give Gen Z What They Really Want

If you want a loyalty program that works now, as well as in the future, it’s painstakingly obvious that traditional points-based loyalty programs are not the way. In order to attract and convert Gen Z customers there must be an element of “surprise and delight” to your loyalty program, and just like TikTok, you only have a short time to provide that before they move on.

Skift said it best when they told the industry “Travel loyalty is due for disruption. Being a member in loyalty programs today is about as engaging as a trip to the auto mechanic. For most, complex rules and constraints take much of the utility out of the programs while other, more motivated travelers simply find them uninspiring.”

We’ve pointed out previously the many reasons why accruing points is the antithesis of instant gratification. Based on Gen Z’s preferences today, here are a few other ways you can help them think highly of your brand and remain loyal for years to come.

Help Them Get What They Want

According to a 2020 Oracle report, 66% of Gen Z consumers want to receive personalized recommendations while shopping. Which tells us that in order to attain loyalty from the younger generation, you need to get personal. While building trust via one-to-one relationships wasn’t always scalable, with technology, and specifically AI, the possibilities are limitless.

Your hotel’s own CRM should be chock full of interesting data points about your guests (if not, it’s time to start collecting that data)! Based on key psychographics and preferences gathered from previous stays, you can send loyalty rewards you know each traveler will love.

And it doesn’t have to be overcomplicated. By integrating a system like Laasie, one campaign can do the work of thousands, sending personalized, instantly gratifying loyalty rewards to millions of guests in one click - each guest gets a different, relevant reward based on their preferences.

Help Them At Home

Let’s assume that your CRM isn’t quite as data-rich yet as you might like at this moment. You can still provide instant rewards guests will love rather than points. While you can’t predict what they might be, you can offer a variety of options that a potential traveler could pick from.

Although Gen Z might not be making all of their own travel bookings yet, they and their younger sibling, Generation Alpha, are already influencing booking behaviors around them. Specifically, their family’s.

Consider a parent who is booking a vacation for their family. After deciding to spend their hard-earned cash with your property, they are immediately concerned about whether or not the stay will be enough to please every member of their family. But during the booking process, what if they come to a page like this?

Here, they find an option to get a GQ subscription for the dad, a free ice-cream for their young son, and access to trendy yoga app Alo Moves for the mom. Now, picture them being able to tell their family “I booked a vacation, and got a gift you’d like for each one of us” rather than “I booked a vacation and accrued 3,000 points.” In one of those scenarios, they are a hero, but in the other, not so much (after all what can a few thousand points get you as it’ll take years of accruing points to attain an actual reward).

Help Them Give Back

Compared to any other generation, Gen Z values environmental and social impacts the most. Therefore, brands looking to get the attention of this generation will have to fall in line with these standards. That’s why many brands are incorporating eco-friendly pledges and striving to become green or LEED certified.

But what if the reward they’re seeking is to ultimately give back? With a customizable rewards platform, providing guests the option to donate to charities, you’re helping Gen Z make an easy decision to relate and stay interested in your brand.

Think about the explosion companies like TOMS shoes had decades ago. Brands that have fallen in-line with promoting values, while also giving their customers the autonomy of choice, have risen above and beyond anyone’s expectations.

There are travel trends and marketing strategies that are more difficult to adapt to, like starting a TikTok or Instagram account (we feel your pain - say hi to us over there!). But with loyalty programs, there’s no need to reinvent the wheel and something new and inventive from the ground up. There are turnkey solutions that can help your brand become more personalized, provide variety, and help Gen Z feel recognized. And that, in turn, gives Gen Z a reason to care about your brand and stay loyal. Don’t be left behind and strategize on how to capture your Gen Z customers!

As an independent hotel group, you may find it challenging to compete with the larger hotel chains in terms of brand recognition, marketing resources, and loyalty programs. However, there is a solution that can help level the playing field: instant rewards programs. In this post, we will discuss the top 10 reasons why independent hotel groups should use instant rewards loyalty programs.

1. Increase customer retention: Instant rewards loyalty programs are a powerful tool for increasing customer retention. By offering immediate rewards for repeat business, you can keep your customers coming back and build a loyal customer base.

2. Build brand awareness: By offering an instant rewards loyalty program, you can build brand awareness and loyalty. Your customers will associate your hotel group with the rewards and benefits they receive, and they will be more likely to recommend your hotels to others.

3. Boost revenue: Loyalty programs can be an effective way to boost revenue. By incentivizing customers to stay with you and spend more, you can increase your revenue per customer and overall revenue.

4. Encourage direct bookings: Instant rewards loyalty programs can also encourage customers to book directly with your hotel group. By offering exclusive rewards and benefits to members, you can give customers a reason to book with you instead of through third-party booking sites.

5. Collect valuable customer data: Loyalty programs can also provide you with valuable customer data that can help you improve your marketing and operations. You can track customer preferences and behavior, allowing you to tailor your offerings and communications to better meet their needs.

6. Reward valuable customers: With instant rewards loyalty programs, you can easily identify and reward your most valuable customers. This can include VIP treatment, special perks, and exclusive offers that are only available to your most loyal customers.

7. Increase customer engagement: Loyalty programs can also increase customer engagement. By offering rewards for social media engagement, referrals, and other actions, you can encourage customers to interact with your brand and share their experiences with others.

8. Stand out from the competition: Instant rewards loyalty programs can help you stand out from the competition. As an independent hotel group, you may not have the same marketing resources as larger chains, but you can offer unique and valuable rewards to your customers.

9. Improve customer satisfaction: By offering rewards and benefits to your customers, you can improve their overall satisfaction with your hotels. Happy customers are more likely to leave positive reviews and recommend your hotels to others, leading to even more business.

10. Affordable marketing strategy: Instant rewards loyalty programs are also an affordable marketing strategy for independent hotel groups. You can offer valuable rewards and benefits without spending a lot of money on traditional marketing campaigns.

In conclusion, instant rewards programs are an effective way for independent hotel groups to increase customer retention, boost revenue, collect valuable customer data, and stand out from the competition. By offering unique rewards and benefits, you can build brand loyalty and encourage direct bookings, all while improving customer satisfaction and engagement.

When it comes to building customer loyalty, businesses have long relied on points-based loyalty programs. But in recent years, there's been a shift towards instant rewards programs – and for good reason. In this post, we'll explore why instant rewards loyalty programs have gained an edge on traditional points-based programs.

1) Instant Gratification

One of the biggest advantages of instant rewards programs is that they provide immediate gratification to customers. When customers earn points, they have to wait to accumulate enough to redeem them for rewards. This can take weeks, months, or even years. With instant rewards programs, customers can earn rewards right away, which is a powerful motivator that keeps them coming back for more.

2) Simplicity

Points-based loyalty programs can be complicated and confusing for customers. They may not understand how many points they need to earn a reward or how to redeem their points. Instant rewards programs, on the other hand, are simple and straightforward. Customers know exactly what they need to do to earn rewards and how to redeem them.

3) Flexibility

Points-based loyalty programs can be limiting in terms of the rewards that customers can earn. Customers may only be able to redeem their points for a specific set of rewards, which may not be what they want or need. With instant rewards programs, businesses can offer a wide variety of rewards that customers can choose from. This flexibility makes the program more appealing to customers and increases the likelihood that they will participate.

4) Emotional Connection

Instant rewards programs are also more effective at creating an emotional connection with customers. When customers earn a reward right away, they feel a sense of accomplishment and appreciation. This positive experience creates a bond between the customer and the business, which can lead to increased loyalty over time.

5) Real-time Tracking

Finally, instant rewards programs offer real-time tracking and reporting. Businesses can see how customers are engaging with the program and make adjustments as needed. This helps businesses stay on top of customer needs and preferences, which is crucial for building loyalty.

In conclusion, instant rewards loyalty programs are superior to points-based loyalty programs for several reasons. They provide instant gratification, are simple and flexible, create an emotional connection, and offer real-time tracking. If you're looking to build customer loyalty for your business, consider implementing an instant rewards program like Laasie!

In a world with Siri and ChatGPT, why is the lodging industry still delivering loyalty points like it’s 1983?

It’s official, this year we wish a Happy 40th Anniversary to points-based loyalty programs! That’s right, they were first rolled out by Marriott in 1983, which I know doesn’t seem like that long ago for many of us, but alas these programs are officially “over the hill”. So why haven’t they changed much since then?

Sure, these programs are rebranded and given a nice makeover every once in a while, but at the end of the day, the core model remains the same: accrue points over a long period of time. And in the end, most consumers are frustratingly stuck between their current loyalty tier and a much more desirable top-tier status.

If we think about all the things that have changed between 1983 and 2023 (the internet, a few economic recessions, that whole global pandemic thing…), there might be no shift more significant in the past few years than Artificial Intelligence. Its impact is felt across multiple industries and is now in the hands of nearly every individual consumer in the form of Siri, Alexa, and most recently, ChatGPT.

Note: Even parts of this article are written by AI (we’ll let you guess which parts).

So, why is AI winning the game with consumers? Two big reasons - instant gratification & personalization. Which also happen to be two factors particularly key in successful hotel loyalty programs. Do you see where I’m going with this?

Accumulating points is the antithesis of instant gratification

A recent study found that 78% of customers prefer immediate gratification over accumulating points for future rewards. This makes perfect sense in a world where we can have just about anything we want at the click of a button. We now have smart home devices like Alexa that can tell you what your kids want for their upcoming birthday, and forget typing something into Google when you can just ask Siri how long to cook chicken in the air fryer. Why wait months or even years to accumulate enough points for a reward when we can have what we want right now?

Several other high-growth industries see incredible results when they implement instant gratification into their business. For example, the rise of on-demand food delivery services like Uber Eats and DoorDash shows that people are willing to pay a premium for convenience. Do you think these services could achieve such high adoption rates just by offering points for ordering through their app? Rather it’s the convenience factor of having food delivered to their door in minutes, without having to leave their home, that keeps users buying more.

Or look at lead companies in the gaming industry, who offer microtransactions that allow players to purchase in-game items or upgrades immediately, rather than having to earn them through gameplay.

What’s also changed since the introduction of points-based loyalty programs is the way people travel. With the rise in remote-work and the decreased reliance on in-person meetings, corporate “road warriors” are fewer and far between. And without constant work-paid travel, who else is accumulating enough points with their leisure adventures alone? Today’s hoteliers need to entice the majority of casual travelers to book and interact with their brand through instant gratification.

The good news for hotels looking to benefit from loyalty-based programs is that hotel tech is keeping up with these trends. At Laasie.ai, we created a way to help hotels incentivize customers to convert with instant rewards. Hotels can choose from a network of 1,000+ instant gratification partners to showcase relevant rewards to travelers at the time of booking.

The result? A 40% increase in direct bookings and as high as 82% adoption.

Rewards are best served personalized

While the importance of converting direct bookings is high on any hotelier’s wish list, the reality is that hotels need to play the OTA’s game to achieve success. Due to the variety of booking channels at a traveler’s disposal, and the increasing expense of customer acquisition, it's crucial for hotels to not just get the booking stage right, but also create a retention strategy that works for today's traveler.

To solve for this, all we need to do is look at how some of the most successful companies have managed to make their brands “sticky” through personalization. Amazon is a PRIME example, as well all know they keep us “adding to cart” over and over again. While the overnight delivery is a nice perk, the real secret to their success is machine learning, which provides recommendations based on previous shopping history. Streaming services like Netflix, who once found success by offering instant access to thousands of movies and TV shows, had to rethink their strategy when the new varieties of streaming services were introduced. Now, the company relies on personalized viewing suggestions based on watch history to keep users logged in and pressing play.

Offering generic gifts or commodities in a loyalty program simply won't cut it in 2023. Customers are looking for personalized experiences, rewards, and a sense of connection with the brands they do business with.

Therefore, when hotels consider their rewards-based loyalty programs, the commodities are not a good place to start. For example, while cashback may seem like an easy way to provide travel rewards, it’s anything but personal. While this idea, which began from the credit card industries, might be perfect for them, today’s savvy consumer may not find it enticing enough when they have several other booking options at their disposal.

Using advanced technologies like AI, hotels can mimic the Amazon shopping experience and provide highly-personalized and customizable rewards options to entice repeat customers. Lassie’s personalization engine will match your traveler to rewards that make most sense for them - such as a Broadway show experience for the traveler who lives and soaks up experiences in NYC.

Go All-In with AI

It's time for travel companies to embrace new loyalty strategies that better reflect the needs and wants of today's customers. Whether that means offering personalized rewards based on individual preferences, or using advanced technologies like AI and machine learning to deliver instant gratification, the time for change is now.

If you’re currently running an outdated loyalty program, and wondering why you aren’t achieving success, say “Bonvoy-age” to those old ways and enter the world of AI technology in 2023. By doing so, you can stay ahead of the curve and provide the best possible experience for your customers.

We’re in 2023 after all, not 1983. 

Jen Wong
Founder and CEO, Laasie

Now, more than ever, consumers wield their purchasing power in an intentionally selective manner. They expect brands to respond to the challenge with a more personalized, convenience-driven experience. To this effect, McKinsey reports that 35% of U.S. consumers have tried a new brand since the pandemic began, while 77% demonstrated new purchasing behaviors, including new channels, stores, and brands. The hospitality sector is seeing similar trends, with some hospitality brands claiming loyalty is dead. The truth is – loyalty, as we once knew it is dead, but reimagined loyalty programs are taking over.

To provide hoteliers with a clear picture of this new era of guest loyalty, I sat down with industry experts to derive their top insights for the hospitality loyalty segment in 2023 and beyond.

According to Jacqueline Nunley, Director, Industry Advisors - Travel and Hospitality at Salesforce, the pressure to make the guest journey seamless across all touch-points has never been more intense. There are a number of well-known best practices to drive guest loyalty, but there is a fundamental difference between a tool to ‘do’ something and ‘how’ that tool is utilized to achieve a goal such as personalization, she explains. The hospitality space is littered with point solutions. Brands that still use identifiers pre-baked into boilerplate templates for the sake of scale have already lost the game. Why? Because we are in the era of engagement, and point solutions are not the winning formula for this time. It’s important to recognize that personalization is not a tool; rather, personalization is how you 'engage with' your guests.

Shirley King is an accomplished leader in CX and loyalty, having spent over 20 years in the luxury and lifestyle hospitality sector. She is responsible for designing and executing best-in-class loyalty strategies, programs, and campaigns at Kimpton Hotels and IHG. King points to Web3 as the next big thing in the loyalty space. Specifically, she views it as the next big disruptor to the market, although it needs more time to become a widely embraced reality. Web3 can be used to create reward engagement, brand community, co-creation, exclusivity through token-gated commerce, etc. However, the general public needs more time to prepare for it, and the FTX failure is not helping, she notes. Leveraging NFTs as a virtual membership card whose ownership unlocks status and brand experiences, allows co-creating with your most loyal customers, and builds brand community which can be very powerful. Brands adopting Web3 that I'm watching are Nike, Starbucks, Disney, retail clothing brand Scotch & Soda, YSL, and L'Oreal.

CEO of Commercial Acceleration Ali Powell, the multi-award-winning hospitality, tourism, and leisure consultant and advisor, explains that the end-to-end guest journey needs to be seamless. The focus should be on providing a user-friendly experience with best rate guarantees, exclusive packages, total guest stay booking options, and, perhaps most importantly, personalization wherever possible, shares Powell. There are many moments throughout the end-to-end guest journey that operators can look to personalize the guest experience.

Interested in more valuable insights from leading experts? Click here to download the Laasie eBook, Rewarding Loyalty: What It Takes to Keep Guests Coming Back.

Ellis Connolly
Chief Revenue Officer
Laasie

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I’ve spent much of my career discussing and predicting the evolution of our industry. Of course, much of this effort focuses explicitly on changing guest expectations and trends, as they set a precedent for the best practices adopted by hotels, airlines, and travel companies. However, amidst all the many changes that have unfurled over the last decade – most of which are a byproduct of digital innovation and disruption – there exists a core aspect of the guest experience that has quietly transformed in the background: the hotel room.

Think back to the last time you stayed in a hotel room. Once you have conjured that image in your mind, I want you to think back to a hotel room you stayed in 5-10 years ago if you can. Can you pinpoint any significant differences between the hotel room of today and the hotel room of the past? You should – because over the last decade, the hotel room archetype has undergone a Marie Kondo-Esq makeover, if you will. This minimalistic refinement has only been exacerbated by the COVID-19 pandemic, which has turned the hospitality industry on its head for two excruciatingly long years. With the dust of the pandemic finally settling, we must now survey the landscape and take note of that which remains the same and has transformed under pressure. In this particular case, the hotel room as we once knew it is shrinking before our eyes.

A Less is More Approach

“My hands were as dry as parchment when I checked into Washington’s Donovan House hotel on a bitterly cold day last winter,” wrote Nancy Trejos in a 2011 Washington Post article. “Eager for some moisturizer, I went straight to the bathroom, where I discovered no moisturizer to be found. Nor was there any shower gel for bathing, just plain old skin-drying soap. I was perplexed. Where were my favorite toiletries? For a while, you could count on your average hotel room to be almost as well-stocked as a Wal-Mart. Walk into the bathroom, and you’d find shampoo, conditioner, lotion, mouthwash, a shower cap, and not one but two bars of soap, in case you didn’t want to lather your body with the same suds that oozed over your hands. Lost a button? Mending kit right this way. Want to buff your shoes? Grab the shoe mitt. But the recession put the brakes on such bountiful in-room accouterments.”

Of course, the economic downturn she was referring to was the 2008 recession which, much like the COVID-19 pandemic, set in motion a series of industry-wide adjustments that would remain for the foreseeable future. While many of us have fond memories of eagerly stuffing travel-size shampoos, conditioners, and body wash bottles into our suitcase only to have them promptly replaced on our guest room vanity, hotels have since shifted their approach. But as it turns out, the phase-out of individually bottled bathroom toiletries was just the beginning.

Around the world, many hotels have also begun replacing bathtubs with showers to address hygiene concerns and save on space. Of course, that’s not to say bathtubs are impossible to find, but they may be exclusive to specific suites rather than offered as the standard throughout a property. We’ve also seen the gradual death of the hotel mini-bar, which used to be a nostalgic staple within the hospitality experience and room service offerings. If we are being transparent, traditional hotel mini-bars often require more operational headaches and maintenance costs than they were worth. As a result, the convenience they provided guests came at a notoriously steep price. Now, many hotels are instead prioritizing memorable cocktail experiences, including customized bar carts serviced by bartenders with the skills to make specialty cocktails. Room service, on the other hand, has been largely replaced with unique dining options and community workspaces offered by hotels.

As hotels strive for enhanced sustainability, they are also moving to scale back on the frequency of guest sheet and towel changes, eliminate single-use plastic (a COVID-era staple), and reduce energy consumption via smart technology (such as thermostats). Furthermore, hotels are largely abandoning movie rentals in favor of smart TV applications widely embraced by the masses (Netflix, Hulu, Amazon Prime, etc.). Finally, many hotel rooms are now devoid of phones in favor of voice-activated assistants like Google minis and are opting for smart wardrobe-style closets rather than traditional dressers.

The Future is Bright

This is a ‘less is more’ approach to guest room design and helps hotels gain momentum in pursuing modern functionality and sustainable best practices. And really, why shouldn’t the hotel room transform in a similar fashion to the rest of the property? Around the globe, hotels are rapidly transforming their lobbies to offer digital-first, self-service conveniences (self-service kiosks, VR, AI, and more) while making way for unique, mixed-use rooms and experiences that encourage connection and appeal to leisure and business travelers alike. And now, more than ever, many hotels are answering guest demand for local experiences by embracing local style and culture within their layout and offerings while breaking the ‘traditional hospitality’ mold to usher in a new era of eco-conscious travel.

By leveraging the power of an AI rewards-based loyalty program with a growing network of 1,000+ big-name instant gratification partners, Laasie delivers rewards for on-property purchases, luxury amenity use, or on-property experiences. Guests can choose high-value rewards that are relevant to them and makes their stay more memorable. This is the key to driving direct bookings, loyalty, retention, and purchase behavior, helping hotels of all types compete with OTAs.

Let’s face it; today’s guests have an insatiable appetite for convenience, personalization, flexibility, blended travel offerings, local experiences, sustainable policies, and, perhaps more importantly, a balance of high-touch and high-tech touchpoints. After all, as our personal and professional habits continue to evolve to embrace emerging technology, it’s only natural for those preferences and habits to extend into the realm of travel, and thus, must be accounted for. The use of modern loyalty technology opens up new revenue opportunities for hotels that are infinitely scalable.

So yes, the hotel room is – technically speaking – shrinking, but it's simultaneously expanding in other, meaningful ways. More importantly, hotels are leveraging modern technology to expand their offering beyond the physical attributes of any guest room. Using technology to enhance guest experiences, hotels can downsize other, more antiquated guest service elements while driving revenue in new, exciting ways.

Ellis Connolly
Chief Revenue Officer

Laasie has reached its highest-ever market share, with a recording-setting year of sales, over 925 new property implementations, $200M in incentivized booking revenue, and over $16M in guest rewards value. Also fueling the hotel loyalty rewards innovator's continuous growth is the addition of 9 strategic new hires across product, operations, and sales. The company is already on pace to outperform projections in 2023.

Laasie’s accomplishments also stem from strategically setting the brand's hotel partners up for success, exceeding guest expectations, increasing revenue, and building long-lasting relationships with their guests that start at that pivotal booking moment.

For Laasie and its clients, this past year marked:

• Over 925 new properties onboarded to Laasie’s loyalty products

• $199,745,998 incentivized booking revenue (based on bookings that selected rewards)

• $16,589,370 rewards value (based on the value of chosen rewards by guests)

2022 was a huge year for us with product developments, rewards partnerships, soaring sales, and implementing new ways to elevate the guest booking experience. We have a lot of exciting initiatives planned for 2023 that will keep the momentum going and provide hotels with even more guest engagement and revenue opportunities to achieve, and even exceed, their business goals. 

– Jen Wong, CEO of Laasie

Loyalty shouldn’t be complicated, but historically, it has been with unrealistic requirements, delays, and barriers that leave travelers disappointed and frustrated. Laasie’s unique platform is unlike any other on the market, with a proven track record of increased conversions and net revenue. The lightweight, turnkey solution delivers incentives upon a desired action and rewards guests on the hotel’s website while on-property or traveling home. It also supports white labeling for all customer-facing interfaces to match a brand’s marketing guidelines. The best part is this offers hotels a significant competitive advantage with no operational headaches while imparting a memorable experience for guests that generic points can’t provide.

To learn why thousands of leading hotels trust Laasie’s next-generation loyalty solution to drive conversions and increase repeat guest bookings, visit laasie.ai.

Ellis Connolly
Chief Revenue Officer

Enhancing guest experience while increasing direct revenue for hotels

Selfbook and Laasie, both guest-centric hospitality platforms dedicated to increasing direct revenue for hotels, have come together to further enhance the guest experience on- and offline. Selfbook modernizes hotel bookings and payments with its seamless booking layer and user experience, and Laasie shifts away from traditional loyalty to offer hotels a powerful membership program that provides guests infinite tiers, personalized rewards, and instant gratification.

Selfbook is setting a new standard in hotel bookings by increasing conversions, average order value, and revenue through its seamless checkout experience and digital wallet support for Apple Pay and Google Pay. Integrating directly with hotels’ existing systems, Selfbook is committed to empowering hotels worldwide by continuously improving user experience and supporting the fastest-growing payment methods that are shaping how we spend today.

Laasie brings instantly gratifying rewards to guests who book direct, enhancing conversion and retention with AI-driven reward personalization. With Laasie’s recommendation engine and rewards ranging from local in-market experiences to on-property ancillary revenue drivers like F&B, hotels have been able to drive over $520 million in direct booking and ancillary revenue.

Together, both platforms combine their conversion- and revenue-driving strengths to offer a simple, memorable booking experience that boosts guest loyalty. Within the booking flow, guests have the opportunity to view the combination of Laasie rewards tied to their selected reservation, such as local experiences, on-property rewards and merchant offers, all within Selfbook’s frictionless booking flow. Once the booking is complete, guests receive an email from Laasie with instructions to redeem their rewards, as well as the opportunity to either sign in to an existing loyalty account or create a new one for future use.

“Today’s travelers want instant rewards and frictionless booking experiences. Our partnership with Selfbook allows hotels to provide both to guests seamlessly in our integrated solution,” says Ellis Connolly, Chief Revenue Officer at Laasie. “With direct bookings being a top revenue strategy for hotels in 2023, we believe this partnership is a win for both guests and hoteliers.''

“Our partnership with Laasie will allow us to take Selfbook’s direct booking experience to the next level by further incentivizing guests to book directly on hotel websites,” says Gautier Colin, VP, Partnerships at Selfbook. “By seamlessly layering Laasie rewards into our booking flow, we bring guests an irresistible combination of special benefits and convenience to boost both loyalty and conversion.”

About Selfbook

Uniquely positioned at the intersection of fintech and hospitality, Selfbook revolutionizes hotel bookings and payments from the inside out. Working in tandem with hotels’ existing technology systems, Selfbook enhances what matters most to hotels, including direct conversion, revenue, cash flow control, and security. Built by a team of hospitality veterans, Selfbook’s products provide a refreshingly effortless user experience for guests and hoteliers alike. Selfbook is committed to empowering hotels worldwide with modern e-commerce solutions tailor-made for our industry.

About Laasie

Laasie powers a new kind of loyalty for 1,800 hotels and resorts through AI and a network of 1,100+ instant gratification partners. No points, no tiers, no waiting for qualification. Awarded the #1 Direct Booking Platform by HotelTechAwards, Laasie incentivizes conversion and retention, driving over $500 million in direct bookings for their partners.

Today’s savvy customers are uninspired by yesterday’s rigid loyalty programs, often leaving with unused points and limited brand affinity. Laasie uses artificial intelligence and big data to dynamically create loyalty with personalized, instant rewards that motivate customer actions like booking directly, making a return visit, joining a marketing program for offers, and more. The result? Customers enjoy enriched experiences with each brand interaction and partners benefit with increased net revenue, actionable data insights, strengthened customer relationships, and a scalable loyalty program that increases the lifetime value of every customer.

To learn more, visit laasie.ai