Brand loyalty has been defined as a “series of repeated purchases of the same brand”, more often that of having a positive attitude towards a brand (Betsch and Haberstroh, 2004, p. 299). Hotel Brand Loyalty in London has been primarily characterized by points accumulation and rewards points redemption. The dissertation focused on four Mid Scale Hotels in London namely Crowne Plaza Hotel, Renaissance Hotel, Intercontinental Hotel and Holiday Inn.
In relation with this the research has conducted both the Quantitative and Qualitative tradition of research in which a survey from a 120 sample size and an interview from four hotel managers were conducted. The research sought to know the consumer perspectives with regard to hotel brand loyalty programmes and brand loyalty to four Mid Scale Hotels in London. The results then of the survey were significantly related to Mid-Scale managers’ strategy in terms of marketing their brand and conducting their hotel loyalty programmes.
Based on the survey the research revealed that majority of the individuals who stay in Mid Scale hotels are male (80%) and are married (59. 2%) and are aged 46-50 years old (30. 8%). Forty-one point seven percent of the respondents are Europeans and has a Master’s Degree (45%). Majority of the respondents stayed for business purpose (56. 7%) and 60% of them said that they have not stayed with the same hotel before. Among the 120 respondents, 60% of them said that they are going to stay with the hotel again if by any chance they returned to London or whenever necessary.
In addition, majority of the participants (69. 2%) said that they checked-in the hotel alone or with a companion. Sixty-one point seven percent of the respondents said that their stay in the hotel is not in a promotion. The quantitative results are categorized into two major parts which are Brand Loyalty and Hotel Brand Loyalty Programmes. In measuring brand loyalty, results of the study revealed that consumers are not loyal with their hotels as evident on their unfamiliarity of the hotel advertisements, websites and perceived convenience.
There are also perceived low customer satisfaction and positive recalling pf thoughts upon hearing the hotel brand. In order to know if how much do clients value the aforementioned factors in terms of choosing a hotel, the five P’s of marketing were asked in which the research found out that consumers definitely value the abovementioned characteristics wherein respective Mid Scale hotels scored low on.
In relation with this, the research found out that consumers does not perceive hotel brand loyalty programmes of Mid-Scale hotels as effective as they don’t feel that its cost effective and points retrieval are easy. In relation with this, they don’t also find the hotel brand loyalty programme as the major reason that will drive them to book and the aforementioned has no distinct characteristics that will set it apart from its counter parts. The qualitative data revealed that managers perceived that that all of their brands are unique.
Although they significantly pointed out that there is indeed a strong relationship between a strong brand and a strong customer pool. It could be significantly noted as well that though managers perceived a number of problems in their hotel brand loyalty programmes, they still perceived it to be one of the major reasons that will make a client decide to book for them.
Hotel Brand Loyalty Programmes of Mid-Scale Hotels within the United Kingdom is something that has been accounted for the rate of customer retention and customer loyalty among hotels. This dissertation looks into four different Hotel Brand Loyalty Programmes of four Mid-Scale Hotels: Crowne Plaza Hotel, Intercontinental Hotel, Holiday Inn and Renaissance Hotel. The study took both the Qualitative and the Quantitative Tradition of research wherein an interview was given to 120 participants and a survey was conducted to four hotel managers both aiming to provide their perception of the said programme.