How Hospitality Brands Should Rethink Loyalty Programs to Win Over Gen Z

Gen Z represents a huge opportunity for hotels, but as relatively new decision-makers in the category, their awareness of loyalty programs is low, and those who are members are less brand-loyal than older consumers. To win over the next big faction of travelers, hotels need to embrace what makes Gen Z unique: their desire for

Gen Z represents a huge opportunity for hotels, but as relatively new decision-makers in the category, their awareness of loyalty programs is low, and those who are members are less brand-loyal than older consumers. To win over the next big faction of travelers, hotels need to embrace what makes Gen Z unique: their desire for exclusive experiences from rewards programs.

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