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New Hilton Research Highlights Power of Loyalty Programmes

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New research conducted by Hilton HHonors - the loyalty programme for the Hilton Family of Hotels - has found that 62% of travellers across Asia Pacific are currently feeling ‘as loyal’ or ‘even more loyal’ to brands in response to the economic downturn.

These findings were the result of an Asia Pacific survey conducted by Hilton HHonors with 5,000 respondents across Australia, China, India, Japan and South Korea.

When broken down by market, the survey found that 79% of Australians felt more or equally loyal as did 73% of those in China, 69% in India and 59% in Japan. Conversely South Koreans felt less optimistic with only 27% in the as loyal or more loyal group.

Survey participants were also asked if they would choose a specific hotel even if they knew it was more expensive but would accrue them personal loyalty points. Almost half (47%) of all travellers surveyed agreed that they would. This behaviour was even more common in China and India where the figure rose to (67%) and India (52%) respectively but less strong in Australia and Japan (36% and 37%).

Deborah Merrens, Hilton Hotels Director of Strategic Partnerships said, “What this new research shows is that it is the added value provided through loyalty programmes, more than price, which remains the critical factor in a customer decision making. This means that loyalty continues to be a key to any brand aiming to retain and attract customers.”

Across all hotel loyalty programmes, 50% said that being a member made them more likely to stay with that hotel brand than any other.

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