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We just lately sat down with Mehdi Hemici, Chief Loyalty & Ecommerce Officer at Accor, and Ravindra Bhagwanani, Managing Director at International Flight, to dig a bit of deeper into the findings in our ‘Hospitality Forward’ Report printed in March. There have been some key discussions in regards to the ongoing transformations in loyalty and the way we have to regulate these applications to higher go well with client demand.
Uncover the video “3 Insights on Loyalty Transformation”
Loyalty applications are present process a much-needed evolution. The main focus is on delivering a rewards system which is less complicated, customized, clear and supplies higher worth. This subsequent technology of loyalty wants to attach with the traveler on a deeper stage to in the end fulfill its want for connection and experiences.
Simplicity Induces Belief
Loyalty ought to be easy. In a world stuffed with countless selections and sophisticated rewards applications, our mission is obvious: we wish to make loyalty straightforward.
As a loyalty business, we nonetheless have a approach to go to make loyalty a bit easier. Purchasers ought to know precisely what they will get, and in doing so, we imagine it induces a bit of bit extra belief. Purchasers have stated three issues to us: make my life easy, make my life particular, and take care of me. Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor
Personalization Wants a Human Contact
How can we obtain personalization at scale? The last word secret is within the supply. The problem is to make sure that supply at scale is as customized as attainable, in order that the valued loyalty member certainly really feel particular and taken care of within the best method attainable. All whereas balancing information and the human contact.
What’s additionally necessary on this complete strategy of loyalty is to not lose sight of the essential ideas. And for me the fundamentals are in psychology. Being loyal is a pure human attribute. And loyalty applications are primarily based on that precept.
Ravindra Bhagwanani, Managing Director, International Flight
The core of a loyalty program is certainly powered by information. But it’s the human contact which entails really understanding the consumer on the finish of that cycle, which is vital. It’s the magic contact truly on the resort which can make the entire distinction. That’s what loyalty is about right this moment.
Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor
Knowledge is Key to Exceeding Purchasers Expectations
A key query requested to our two specialists was, Would you somewhat know every thing upfront about your shoppers or discover out the data by talking with them?
. This inquiry clearly pits human interplay towards information, with each elements probably having vital significance. Nevertheless it’s by listening to shoppers, and in addition by harnessing their information, that we will transcend their expectations.
For me originally of the cycle, the main focus is to take heed to the consumer, then have a look at the info, after which simply actually concentrate on the info. Initially, the client insights have been truly telling us extra about what they wanted than the info, however now the main focus is information, information, information. There are some issues shoppers do not even know they need or want. And so by wowing them by the info, you truly obtain much more. However we do nonetheless take heed to our shoppers each time they arrive into our resorts as nicely.
Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor
You possibly can have a look at your information and also you see precisely what our prospects like and the way they react. For me, the reply may be very clear. If you happen to don’t have a program originally, the scenario is totally different, however after you have this system, the main focus is basically on the info aspect.
Ravindra Bhagwanani, Managing Director, International Flight
To search out out extra about our ‘Hospitality Forward’ Report, please click on right here.
About Accor, a world-leading hospitality group
Accor is a world main hospitality group providing experiences throughout greater than 110 international locations in 5,500 properties, 10,000 meals & beverage venues, wellness services or versatile workspaces. The Group has one of many business’s most various hospitality ecosystems, encompassing greater than 40 resort manufacturers from luxurious to financial system, in addition to Way of life with Ennismore. Accor is dedicated to taking constructive motion when it comes to enterprise ethics & integrity, accountable tourism, sustainable improvement, group outreach, and variety & inclusion. Based in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Inventory Alternate (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the USA. For extra info go to group.accor.com or comply with us on Twitter, Fb, LinkedIn, Instagram and TikTok.
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