The Future of Hotel Loyalty Programs in Portugal

• Autor(a) principal: Fonseca, Júlia
• Data de Publicação: 2020
• Outros Autores: Laia, Ana, Campos, Filipa
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://nidisag.isag.pt/index.php/IJAM/article/view/497

Purpose: With this work, we tried to understand the usefulness and relevance of the existence of loyalty programs in hotels and the challenges that they request, namely how they must be adapted to the new Millennials generation.Design / Methodology / Approach: The work presented hereinafter has a exploratory character; a literature review was made based on document analysis, scientific articles, websites with the focus on the hotel industry and the information obtained allowed a comparison of the loyalty programs of 5 hotel chains presently operating in Portugal.Originality: Some authors comments the usefulness and relevance of the existence of loyalty programs (PF / PF's) in the hotel industry; however, they are fundamental to increase hotel revenue and stimulate customer return. Its existence caused a transformation in the tourism market as its initial idea was to offer to loyal guests’ advantages through the accumulation of points. They face, however, constant challenges, being the main one, and according to research, to know how the existing programs will have to be revised in their most traditional structure so they can easily be adapted to the Millennials generation.Findings: From the comparison made to the loyalty programs of the 5 largest hotel chains operating in Portugal, it was concluded that the benefits that these PF's offer to their customers are being readjusted, in order to reach the Millennials generation.Key words: Guests, Hospitality, Loyalty, Loyalty Programs, Millennials generation, Relational Marketing.