Uncovering the relationship between revenue management and hotel loyalty programs

This study investigates the underexplored relationship between revenue management and hotel loyalty programs. Results from a focus group personal interviews with industry experts reveal that uses programs primarily as tool to track gather data on customer, managers more Average Daily Rate (ADR) than total guest spend. Additionally, are misinformed about concept confuse connections transactional, attitudinal, true loyalty. Suggestions for future research include investigation of topic further by conducting using quantitative measures analyses.