A new study by the University of Eastern Finland shows that numerous travelers are individuals from various loyalty programs, and the job of these projects is frequently inconsequential while choosing between various hotels. Visitors use such programs when it’s helpful and when they offer moment livens and remunerates.

The results suggest that the chain should consider intangible and symbolic benefits (e.g. upgrades and late check-outs), which would cost less than discounts or other tangible benefits. The chain might also consider developing a customer community offering emotional benefits and an interactive forum for targeted marketing and customer involvement in service development.