Are you swayed by Brand Loyalty?
I was in Chicago as an invited guest to participate in Carlson Rezidor Hotel Group’s 2012 Thought Leaders Global MICE advisory board at their new Radisson Blu Aqua Hotel. Our group consisted of individuals from companies representing the MICE industry; many who service clients in a variety of industries. My round table topic was on Brand Loyalty.
Several questions come to mind:
1. What is brand loyalty?
2. Is anyone other than the corporate/individual traveler truly loyal to a brand?
3. Many brands have loyalty programs to reward planners who select their properties, but in today’s age of transparency and regulation is that really an effective way to build loyalty?
My point was that consistent product/service and delivery would earn loyalty as the meeting goals and objectives are achieved. However, can any brand in today’s franchise environment truly be consistent to develop that loyalty? And the truth is that sometimes planners ARE swayed by the brands’ loyalty programs and or the perceived perks; although I’m not sure many would admit it. This is a topic I would like to explore further; any thoughts?