• Gala Kulakova

In the run to get direct bookings, the hotels have tried many different strategies: offering competitive prices or exclusive services. The most effective strategy, however, have proved to be offering value to each guest in particular. Loyalty programs that offer personalized services based on interests and preferences of each guests have become very effective in adding the value to a guest’s stay, and now the hotels look for non-intrusive ways to obtain client’s information to fuel their loyalty
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