The study - conducted earlier this year and surveying 13,000 consumers and 500 businesses in major global markets – was conducted on behalf of Oracle by research consultancy Morar HPI who studied the attitudes of consumers towards loyalty programs. According to ‘The Great Loyalty Divide: Business and Consumer Perspectives (Hotels)’, the study has uncovered a divide between how businesses and guests perceive a brand’s loyalty program. The report found businesses had three key misconceptions existed in the loyalty market space – thinking guests were engaged in their loyalty program, that offers made were relevant and that a loyalty program should exist only between the guest and a hotel brand. The study found that more than three in four people were highly selective in which programs they joined and that only 24% of people would sign up to multiple programs in search of discounts and bonuses. Get the full story at Hotel Management and download the report at Oracle (PDF 2.9 MB)