Hotel Loyalty Schemes

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In this study we try to explore the concept of the loyalty schemes and their effectiveness in two of the famous hotels in the United Kingdom in a holistic context. The main focus of the research is to perform a comparative study regarding the contribution of the loyalty schemes, marketing strategies and customer retention and management strategies in the hospitality industry. The research analyzes the tow hotels and, on the basis of the research results obtained, it also gives ultimate and outcomes of the entire hospitality industry of United Kingdom in general. Moreover, this research report analyzes analyzes the many aspects of the increasing efficacy and effectiveness of the hotel industry of the UK.

Contents

CHAPTER 1 INTRODUCTION6

1.1 Background6

1.2 Background of Hotel Industry in United Kingdom7

1.3 Problem Statement11

1.4 Objectives of Research11

1.5 Research Questions13

1.4 Learning Process13

1.5 Structure of the report14

CHAPTER 2 LITERATURE REVIEW16

2.1 Four Star Hotels16

2.2 The leading brands in the UK18

2.2.1 Hilton International18

2.2.2 Holiday Inn19

2.3 Possible Problems in Hotel Products20

2.4 Loyalty Programs25

2.5 Transition off-line/on-line26

2.6 Growth of Corporate Ownership27

2.7 The Rapid Growth of Hotel Industry27

CHAPTER 3 RESEARCH METHODOLOGY28

3.1 Introduction28

3.2 The Research Philosophy28

3.3 Research approach31

3.4 Research objective31

3.5 Research Design32

3.6 A quantitative research34

3.7 Data Collection Method37

3.8 Techniques for Finding Data37

3.8.1 Surveys38

3.8.2 Interview39

3.8.3 Questionnaire40

3.8.4 Observation40

3.9 Research Strategy41

3.9.1 Different Strategies41

3.10 Method Applied in Current Research: Questionnaire42

3.10.2 Sampling44

3.10.3 Sampling Limitation47

3.11 Ethical Considerations47

3.12 Summary48

CHAPTER 4 ANALYSIS OF FINDINGS50

4.1 Introduction50

4.1.1 Quantitative Survey Results50

4.2 Descriptive Statistics50

4.4 Summary59

CHAPTER 5 CONCLUSION60

5.1 Conclusion of study60

5.3 Limitation of the Study62

REFERENCE64

APPENDIX A65

Questionnaire65

Chapter 1 Introduction

The main aim of this chapter is to introduce the research topic, background of the implementation of the loyalty schemes in hotels of UK, and the objective of this research is to analyze the Hilton Hotel and Holiday Inn for the the effective contribution of the marketing and loyalty schemes. The aim of the research is to study the impact of the customer services strategies and several different campaigns. The research conducted is primarily based on a survey of a selected sample of front office managers and sales managers.

The purpose of this research is to analyze the impact of loyalty schemes in the hotel industry, specially focusing on the analysis of this impact in the UK among Hilton and Holiday Inn. It should be that the strategy based on branding is relatively new in the hospitality industry. The first hotel brands appeared not so important, even after the post- war. It cited the example of the U.S. chain Hilton Hotels Corporation, historical and has been innovative in areas such as offering national coverage in the Together, listing, hotel franchising, ...