Loyalty schemes have been a significant development in many industries, including the highly competitive hotel industry. But do those schemes contribute real value by improving hotel performance, or are they just an expensive but outdated marketing tool? Dr. Nan Hua and Dr. Wei Wei from the Rosen College of Hospitality Management, University of Central Florida, seek to better understand this relationship.

Original Article

Hua, N., Wei, W., DeFranco, A. L., Wang, D. (2018) “Do loyalty programs really matter for hotel operational and financial performance?”, International Journal of Contemporary Hospitality Management, Vol. 30 Issue: 5, pp.2195-2213, https://doi.org/10.1108/IJCHM-12-2016-0643.