“The loyal, engaged guest is driving large amounts of revenue,” said Casey Ueberroth, senior vice president for marketing at Preferred Hotel Group. “If you take care of that guest, he keeps coming back.” Ten percent to 15 percent of companies make up as much as 60 percent of the revenue, he said. The repeat customer is the one who stays at the same hotel 15 to 20 times a year. “That’s family,” he said. As a result, he said, hotels now must “do more, more, more to engage those travelers.” A Deloitte survey released in January showed that only 8 percent of respondents said they always stayed at the same brand of hotel. “People want to get things that are important to them,” said Adam F. Weissenberg, vice chairman for the hospitality and leisure practice at Deloitte. For hotels, the target customers are business travelers who are on the road up to 50 percent of the time because they can keep rooms full. They typically pay more because their dates are not flexible. “It is about capturing that guest who is going to be loyal to your hotel,” said Scott D. Berman, a principal at the accounting and consulting firm PricewaterhouseCoopers. “Hotels are expanding loyalty programs, expanding product offerings to satisfy what the most loyal guests want.” Despite the growth of social media sites like Facebook and Instagram, hoteliers realize that they must use technology without losing track of the personal interactions and amenities needed to attract travelers. Get the full story at The New York Times