Jurgen Ortelee, principal director of sales at Asia Pacific in IDeaS talks about the importance of loyalty in the hotel sector in the changing times and how it can act as a key differentiator in a fiercely competitive, digitally focused booking environment.
In a time when attracting demand is a sizable challenge for all hotels, any business can seem like good business. Whether a guest is a return customer, or not, can seem less important compared to just having a guest to accommodate. Which raises the question, does loyalty even matter in a disrupted market?
