Loyality of Schemes - Hotel Loyalty Schemes

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 Introduction 6

1.1 Background 6

1.2 Background of Hotel Industry in United Kingdom 7

1.3 Problem Statement 11

1.4 Objectives of Research 11

1.5 Research Questions 13

1.4 Learning Process 13

1.5 Structure of the report 14

Chapter 2 Literature Review 16

2.1 Four Star Hotels 16

2.2 The leading brands in the UK 18

2.2.1 Hilton International 18

2.2.2 Holiday Inn 19

2.3 Possible Problems in Hotel Products 20

2.4 Loyalty Programs 25

2.5 Transition off-line/on-line 26

2.6 Growth of Corporate Ownership 27

2.7 The Rapid Growth of Hotel Industry 27

Chapter 3 Research Methodology 28

3.1 Introduction 28

3.2 The Research Philosophy 28

3.3 Research approach 31

3.4 Research objective 31

3.5 Research Design 32

3.6 A quantitative research 34

3.7 Data Collection Method 37

3.8 Techniques for Finding Data 37

3.8.1 Surveys 38

3.8.2 Interview 39

3.8.3 Questionnaire 40

3.8.4 Observation 40

3.9 Research Strategy 41

3.9.1 Different Strategies 41

3.10 Method Applied in Current Research: Questionnaire 42

3.10.2 Sampling 44

3.10.3 Sampling Limitation 47

3.11 Ethical Considerations 47

3.12 Summary 48

Chapter 4 Analysis of findings 50

4.1 Introduction 50

4.1.1 Quantitative Survey Results 50

4.2 Descriptive Statistics 50

4.4 Summary 59

Chapter 5 Conclusion 60

5.1 Conclusion of study 60

5.3 Limitation of the Study 62

Reference 64

Appendix A 65

Questionnaire 65

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, etc., which has not diversified its strategy brands well into the eighties. It is for this reason that the branding has only recently begun to be treated as more than just a name on the door a hotel. In contrast, virtually all major hotel chains claim, currently developing its strategy of branding and multi branding. The brand, or more accurately, the success or the failure to build a brand, is one of the main topics in the hospitality industry. They are no longer only the franchise