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
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.
other recent news regarding: