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Customer loyalty programs
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Case Study
All Nippon Airways (ANA) offers a variety of co-branded credit cards and digital payment options to boost loyalty and customer engagement. However, limited advertising, strict eligibility requirements, and Japan-centric benefits restrict the appeal and accessibility of ANA’s financial services, especially for international customers and overseas Mileage Club members.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Japan Customer loyalty programs Airlines --Marketing Airlines Customer loyalty
- Resource Type:
- Case Study
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Case Study
Shangri-La Group’s blockchain-based loyalty program, Shangri-La Circle, uses tokenization to securely manage customer rewards and bookings, reducing reliance on third-party sites and enhancing transparency. While blockchain boosts trust and data security, challenges include costly integration with legacy hotel systems and ongoing concerns about privacy and compliance with data protection regulations.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Blockchains (Databases) Customer loyalty programs
- Resource Type:
- Case Study
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Case Study
Flyfish Club, located in the bustling heart of Manhattan New York, offers membership via NFT tokens traded on Ethereum, granting access to curated dining and events. Despite raising $14.8 million pre-opening, the club faced SEC sanctions for unregistered securities sales. Legal, technological, and volatility challenges led to a shift toward traditional paid memberships.
- Subjects:
- Food and Beverage
- Keywords:
- Restaurants -- Marketing Customer loyalty programs
- Resource Type:
- Case Study
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Case Study
Mandarin Oriental Hong Kong’s “Central” app is developed with exclusive dining offers, in-app reservations, and tiered membership benefits, distinguishing itself from standard hotel loyalty programs. While it enhances user experience and rewards, the app faces challenges in retaining affluent customers who seek more personalized, unique experiences beyond conventional loyalty incentives.
- Subjects:
- Hotel, Travel and Tourism and Food and Beverage
- Keywords:
- Customer loyalty Hospitality industry Customer loyalty programs
- Resource Type:
- Case Study
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Case Study
Marriott Bonvoy unified Marriott’s loyalty programs and introduced a self-check-in app to enhance guest experience and efficiency. The app allows flexible check-in times and supports upselling opportunities. However, integration with hotel systems and reduced personal interaction present challenges, particularly for guests less comfortable with technology and data security concerns.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotel management Hospitality industry -- Information technology Customer loyalty Customer loyalty programs
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Yang Yi, who provided information and insights for this video. This case discusses the digital marketing strategy of Longfor Group, a major real estate and commercial conglomerate in China. Longfor has developed a comprehensive membership system called "Longzhu" that integrates various consumer touchpoints across its businesses, allowing customers to earn and redeem credits for a wide range of products and services. The membership program has successfully boosted customer loyalty and optimized the company's sales and expense ratio, transforming consumer data into valuable digital assets. However, the case highlights the need to balance data-driven insights with privacy concerns when building detailed user profiles.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝楊轶為本視頻提供信息和見解。本案例討論了中國大型房地產和商業集團龍湖集團的數字行銷策略。龍湖開發了一個名為「瓏珠」的綜合會員系統，整合了其業務中的各種消費者接觸點，使客戶能夠賺取和兌換各種產品和服務的積分。會員計劃成功地提高了客戶忠誠度，優化了公司的銷售和費用比率，將消費者數據轉化為有價值的數字資產。然而，該案例凸顯了在構建詳細的用戶檔案時需要平衡數據驅動的洞察力和隱私問題。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Customer clubs Customer loyalty programs Marketing
- Resource Type:
- Case Study
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Case Study
Diaoyutai MGM Hospitality launched the MGM Lion Club member reward program, a cross-industry collaboration between Diaoyutai State Guesthouse and MGM International Hotel Group. The program aims to provide unique high-end experiences and promote the merging of the two brands. The marketing strategy involved collaborating with large platforms, industry leaders, and business partners to expand reach and increase brand awareness. The outcomes were rapid membership growth, attraction of high-net-worth customers, and elevated brand awareness. Challenges include limited availability of Diaoyutai hotels to attract members and the need to focus on digital development for market expansion and word-of-mouth marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Customer loyalty programs Customer loyalty Hospitality industry -- Marketing
- Resource Type:
- Case Study