December 02, 2009

Hotel chains try new ways to earn loyalty

As hotels have been particularly hard hit by the drop in business travel, and brand loyalty has often given way to practical cost concerns as companies have cut expenses, many are stretching their creativity to attract and, perhaps more important, retain guests.

Only 36 percent of business travelers said they were brand loyal this year, compared with 42 percent two years ago, according to Henry H. Harteveldt, a travel analyst for Forrester Research.