Cornell Roundtable Aims to Identify and Improve Next Generation of Loyalty Programs

The Center for Hospitality Research | April 16, 2015

Ithaca, NY, April 16, 2015 - Hospitality industry loyalty programs should involve far more than just points and price discounts. Instead, the goal should be to create genuine loyalty—which includes guests who promote and even defend a brand. With those ideas in mind, participants in the first Cornell Loyalty Management Roundtable focused on how to move hospitality loyalty programs off dead center, and to find ways to make customers truly loyal. The roundtable was sponsored by the Center for Hospitality Research (CHR) at the Cornell University School of Hotel Administration. The loyalty program ideas are summarized in a new report from...