The hospitality industry has been seen, by some, to borrow heavily from retailers when it comes to establishing customer loyalty. As a result, myriad schemes have been developed in recent decades to combat the increasing wave of competition.
Technology has helped continue this upward curve in recent times, with data-driven programs fueled by the explosion of mobile devices creating both an opportunity and a headache for the sector as a whole.
Where once there was almost tribal loyalty, the combination of increased competition and increased information at the fingertips of customers has gradually eroded any sense of favoritism.
A more empowered customer with less attachment to specific brands causes a problem for those who have spent billions on loyalty schemes and programs, fed by data analytics tools and mobile technology.
And then the COVID-19 pandemic started…