Marketing & Guest Loyalty

Developing tools with which to assess brand performance is key to gaining an understanding of how a hospitality brand is performing in comparison with its competitive set. This article introduces a new method of competitive performance mapping, which ranks hotel brands’ performance based on the following four measures: revenue per available room, cumulative average growth rate, guest satisfaction, and franchise-fee data. Based on these measures, brands are mapped as leaders or laggards in their brand tier and classified brands as Strong Brands, Troubled Brands, or Weak Brands. This analysis covers a complex period during which the U.S. hotel industry continued its recovery from the Covid-19 interruptions of 2019–2020. It also documents a steep decline in post-Covid guest-satisfaction scores for every brand analyzed in this report, without exception. We suggest that the first step in successfully managing an existing is mapping the brand against its competitive set, using key metrics in order to responsibly steward the brand’s future. Beyond the highly valuable results reported here, the study’s chief value lies in the methodology developed to facilitate comparative analysis of hotel brand performance that could benefit brand managers, owners, asset managers, lenders, and consultants.

2024 has been a standout year for Indian hoteliers, with positive sentiments expressed by survey respondents across all major economic metrics. Twothirds of Indian accommodations reported good or very good business performance over the past six months, reflecting a substantial improvement from 2023 when the Barometer survey was first conducted. In comparison, only half of accommodations expressed similar optimism last year.

Like most things in life, the travel industry has been through many evolutions. If we go back as far as 1758, the first known travel agency was founded when Richard Cox became the official travel agent of the British Royal Armed Forces. Almost a century later (1841), Thomas Cook opened the first leisure travel agency, and by 1845, he launched his first commercial packaged tour. The creation of travel agencies was, undeniably, a revolutionary moment in the history of the tourism industry; for many generations, these agencies were wholly responsible for making travel plans (and dream vacations) a reality. During this time, the path to booking was relatively linear and simplified – if you wanted to book a trip, you contacted your travel agent, shared your needs and preferences, and let them work their magic.

Buckle up, everyone! We’re entering an era where AI isn’t merely an assistant but is transforming a future where AI systems act as proactive agents, driving intelligent actions and redefining the way industries, including hospitality and travel, operate. Welcome to the fascinating realm of ’Agentic AI’—the next significant leap in technology revolutionizing our collaboration with machines, transforming the customer journey into an autonomous and hyper-personalized experience.

Zero-click search is when the person searching goes on a search engine and gets the answers they need right from the search engine. They don’t need to click on a website. This has been happening for a while. With snippets, and richer search engine pages.

I’ve done a lot of business with this company over the past five years, and it’s always been a great experience. About twice a year, they send out a survey. I’ve always shared glowing comments and high scores – until recently.

Loyal customers spend 22% more than single-visit guests. That goes some way to explaining why 77% of hoteliers consider guest loyalty a key priority, yet it’s an area where many hotels struggle to deliver.

For GuestCentric’s Latest in Travel podcast series in 2024, I had the privilege to engage with various experts across the travel, hospitality, and tech sectors, uncovering critical insights for the industry’s future. Drawing from their deep operational experience and technology expertise, these professionals highlighted opportunities for advancements that can elevate service quality, boost efficiency, and drive growth in the hotel sector. Below are the most impactful takeaways from the interviews conducted, outlining strategies to help hotels flourish in 2025 and beyond.

When was the last time you thought about your hotel’s door locks? While they might not be front of mind for many hoteliers, door locks are integral to hotel operations and guest experiences. However, many hotels still rely on outdated systems, creating challenges for security, maintenance and digital innovation.

I recently saw a picture of an old Steak ‘n Shake restaurant. It reminded me of when my grandparents used to take me to Steak ‘n Shake every Sunday for lunch. As a kid, I loved their slogan, which was a rhyme: In Sight, It Must Be Right.