A proposal for a new system of classification for hotels based on information taken from a multi-sponsor loyalty program
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Published
18-09-2018
Josefa D. Martin Santana
Eva Reinares Lara
Pedro Reinares Lara
Abstract
This work aims to provide an innovative classification of hotels based on guests´ assessments of the attributes that influence the choice of a particular hotel. To this end, information provided by a multi-sponsor loyalty program will be used due to the large number of hotel chains associated with these kinds of programs and their ability to collect and process information from their users more effectively than conventional research procedures. In this paper, we have conducted an exploratory qualitative study using six focus groups each with a sample of 60 people and a self-administered questionnaire applied to a sample of 73,698 users of a loyalty program who have redeemed points at a hotel. This proposal for a new system of classification highlights the disparity between supply and demand in the way hospitality services are promoted in the Spanish market, as well as hotel classification to be optimised according to those features that really make an offer stand out from the perspective of the customer. This contribution will allow types of establishment in each of the new categories proposed in this paper to be precisely matched to customer profiles. In addition to providing an instrument through which the client can identify establishments more in line with their preferences.
How to Cite
Martin Santana, J. D., Reinares Lara, E., & Reinares Lara, P. (2018). A proposal for a new system of classification for hotels based on information taken from a multi-sponsor loyalty program. Cuadernos De Gestión, 17(1), 15–36. https://doi.org/10.5295/cdg.150535er
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Keywords
Hospitality services, hotel classification, tourism marketing, loyalty programs
References
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Albert, I., 1999. Gestión, productos y servicios de las agencias de viajes. Madrid: Ramón Areces.
Allaway A., Richard M., Gooner, R., Berkowitz, D. and Davis, L., 2006. Deriving and exploring behaviour segments within a retail loyalty card program. European Journal of Marketing, 40 (11/12), 1317-1339.
Byrom, J. 2001., The role of loyalty card data within local marketing iniciatives. International Journal of Retail & Distribution Management, 29 (6/7), 333-342.
Callan, R.J. and Kyndt, G., 2001. Business travellers’ perception of service quality: A prefactory study of two European city centre hotels. International Journal of Tourism Research, 3 (4), 313-323.
Campo, S. and Yague, M.J., 2011. Los precios de referencia en la evaluación online del servicio hotelero. Estudios de Economía aplicada, 29 (3), 825-844.
Carrilero, A., Llopis, M.P. and Guijarro, M., 2012. Cómo mejorar el valor percibido del cliente en el hotel. En Actas de XXIV Congreso Nacional de Marketing. AEMARK. Palma de Mallorca: Esic Editorial.
Caso Fernández-Pacheco, L., 2012. Las certificaciones de calidad en las empresas turísticas: antecedentes y consecuentes. Tesis, (Dr). Universidad de Oviedo.
Caso Fernández-Pacheco, L. and Iglesias Argüelles, V., 2013. Las certificaciones de calidad en cadenas hoteleras: antecedentes de su implantación. En: Actas de XXV Congreso Nacional de Marketing. AEMARK. Barcelona: Esic Editorial.
Claver Cortés, E., Pereira Moliner, J. and Molina Azorín, J.F., 2007. Impacto del tamaño, el tipo de gestión y la categoría sobre el desempeño de los hoteles españoles. Cuadernos de Turismo, 19, 27-45.
Cortiñas, M., Elorz, M. and Múgica, J. M., 2005. Loyalty cards: Are retailers ignoring noncard-holder behaviour? European Retail Digest, 45, 18-20.
De Querol Aragón, N., 2010. Preferencias del turista en España. Un estudio en función de la categoría del establecimiento hotelero elegido: 1983-2008. Estudios Turísticos, 183, 43-74.
Dekay, F., Toh, R.S. and Raven, P., 2009. Loyalty programs: Airlines outdo hotels. Cornell Hospitality Quarterly, 50 (3), 371-382.
Devesa, M., Laguna, M. and Palacios, A., 2010. Motivación, satisfacción y lealtad en el turismo: El caso de un destino de interior. Revista Electrónica de Motivación y Emoción, 13 (35-36), 170.
Füller, J. and Matzler, K., 2008. Customer delight and market segmentation: An application of the three-factor theory of customer satisfaction on life style groups. Tourism Management, 29 (1), 116-126.
Guillet, B. and Law, R., 2010. Analyzing hotel star ratings on third-party distribution websites. International Journal of Contemporary Hospitality Management, 22 (6), 797-813.
Hair, J.F., Anderson, R.E., Tathan, R.L. and Black, W.C., 2007. Multivariate data analysis. New Jersey: Pearson/Prentice Hall.
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Ibrahim, E. and Gill, J., 2005. A positioning strategy for a tourist destination, based on analysis of customers’ perceptions and satisfactions. Marketing Intelligence & Planning, 23 (2), 172-188.
Kandampully, J. and Suhartanto, D., 2013. The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 10 (1-2), 3-25.
Kim, B., Shi, M. and Srinivasan, K., 2001. Rewards programs and tacit collusion. Marketing Science, 20 (2), 99-120.
Kopalle, P. K. and Neslin, S. A., 2003. The economic viability of frequency reward programs in a strategic competitive environment. Review on Marketing Science, 1 (1), 1-39.
Lara, P. and Martínez, J.A., 2002. Comercio electrónico: la fidelización del usuario. El Profesional de la Información, 11 (6), 408-420.
Lo, A.S., Stalcup, L.D. and Lee, A., 2010. Customer relationship management for hotels in Hong Kong. International Journal of Contemporary Hospitality Management, 22 (2), 139-159.
Long, M and Schiffman, L., 2000. Consumption values and relationships: segmenting the market for frequency programs. Journal of Consumer Marketing, 17 (3), 214-232.
López, M.C. and Serrano, A.M., 2004. Is the hotel classification system a good indicator of hotel quality? Tourism Management, 25, 771-775.
Lovelock, C.H., 1983. Classifying services to gain strategic marketing insights. Journal of Marketing, 47 (3), 9-20.
Marmorstein, H., Rossomme, J. and Sarel, D., 2003. Unleashing the power of yield management in the internet era: Opportunities and challenges. California Management Review, 45 (3), 147-167.
Marques, C., Reis, E. and Menezes, J., 2010. Profiling the segments of visitors to Portuguese protected areas. Journal of Sustainable Tourism, 18 (8), 971-976.
Mauri, C., 2003. Card loyalty: a new emerging issue in grocery retailing. Journal of Retailing and Consumer Services, 10 (1), 13-25.
Mazanec, J., 1995. Positioning analysis with self-organizing maps: An exploratory study on luxury hotels. Cornell Hotel and Restaurant Administration Quarterly, 36 (6), 80-95.
Meyer-Waarden, L. and Benavent, C., 2003. Les cartes de fidélité comme outils de segmentation et de ciblage. Le cas dúne enseigne de distribution. Decisions Marketing, 32 (Oct.-Dec.), 19-30.
Michels, N. and Bowen, D., 2004. The relevance of retail loyalty strategy and practice for leisure/tourism. Journal of Vacation Marketing, 11 (1), 5-19.
Montoro, F.J., Luque, T. and Cañadas, P., 2006. Improving attitudes toward brands with environmental associations: an experimental approach. Journal of Consumer Marketing, 25 (1), 26-33.
Muhr, T., 2004. User’s Manual for ATLAS.Ti 5.0. Berlin: Scientific Software Development.
Noone, B.M. and McGuire, K.A., 2013. Pricing in a social world: The influence of nonprice information on hotel choice. Journal of Revenue and Pricing Management, 12, 385-401.
Park, D.B. and Yoon, Y.S., 2009. Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30 (1), 99-108.
Palmer, A., Mcmahon-Beattie, U. and Beggs, R., 2000. A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management, 12 (1), 54-60.
Ponzoa, J.M. and Reinares, P., 2010. Los programas de fidelización como plataforma de venta directa: clasificación de los titulares según redención de billete aéreos. Cuadernos de gestión, 10 (extra 1), 197-213.
Reinares, E. and Esteban, A., 1996. Comunicación e imagen en los servicios hoteleros. Madrid, Spain: Ministerio de Economía y Hacienda. Instituto de Estudios Turísticos.
Reinares, P., Reinares, E. and Mercado, C., 2010. Gestión de la heterogeneidad de los consumidores mediante programas de fidelización. Revista Europea de Dirección y Economía de la Empresa, 19 (3), 143 -160.
Rowley, J., 2005. Building brand webs: Customer relationship management through the Tesco Clubcard loyalty écheme. International Journal of Retail & Distribution Management, 33 (3), 194-206.
Sánchez-Ollero, J.L., García-Pozo, A. and Marchante-Mera, A.J., 2014. Análisis de la incidencia de las certificaciones de calidad sobre la productividad de los hoteles en Andalucía. Universia Business Review, 44, 88-103
Varela, J.V., Prat, R., Voces, C. and Rial, A., 2006. Una nueva escala para la evaluación de la calidad de los servicios de hostelería. Psicotema, 18 (1), 135-142.
Yavas, U. and Babakus, E., 2003. What Do Guests Look for in a Hotel? A multi-attribute approach. Services Marketing Quarterly, 25 (2), 1-9.
Ziliani, C. and Bellini S., 2004. From loyalty cards to micro-marketing strategies: where is Europe’s retail industry heading? Journal of Targeting, 12 (3), 281-289.
Albert, I., 1999. Gestión, productos y servicios de las agencias de viajes. Madrid: Ramón Areces.
Allaway A., Richard M., Gooner, R., Berkowitz, D. and Davis, L., 2006. Deriving and exploring behaviour segments within a retail loyalty card program. European Journal of Marketing, 40 (11/12), 1317-1339.
Byrom, J. 2001., The role of loyalty card data within local marketing iniciatives. International Journal of Retail & Distribution Management, 29 (6/7), 333-342.
Callan, R.J. and Kyndt, G., 2001. Business travellers’ perception of service quality: A prefactory study of two European city centre hotels. International Journal of Tourism Research, 3 (4), 313-323.
Campo, S. and Yague, M.J., 2011. Los precios de referencia en la evaluación online del servicio hotelero. Estudios de Economía aplicada, 29 (3), 825-844.
Carrilero, A., Llopis, M.P. and Guijarro, M., 2012. Cómo mejorar el valor percibido del cliente en el hotel. En Actas de XXIV Congreso Nacional de Marketing. AEMARK. Palma de Mallorca: Esic Editorial.
Caso Fernández-Pacheco, L., 2012. Las certificaciones de calidad en las empresas turísticas: antecedentes y consecuentes. Tesis, (Dr). Universidad de Oviedo.
Caso Fernández-Pacheco, L. and Iglesias Argüelles, V., 2013. Las certificaciones de calidad en cadenas hoteleras: antecedentes de su implantación. En: Actas de XXV Congreso Nacional de Marketing. AEMARK. Barcelona: Esic Editorial.
Claver Cortés, E., Pereira Moliner, J. and Molina Azorín, J.F., 2007. Impacto del tamaño, el tipo de gestión y la categoría sobre el desempeño de los hoteles españoles. Cuadernos de Turismo, 19, 27-45.
Cortiñas, M., Elorz, M. and Múgica, J. M., 2005. Loyalty cards: Are retailers ignoring noncard-holder behaviour? European Retail Digest, 45, 18-20.
De Querol Aragón, N., 2010. Preferencias del turista en España. Un estudio en función de la categoría del establecimiento hotelero elegido: 1983-2008. Estudios Turísticos, 183, 43-74.
Dekay, F., Toh, R.S. and Raven, P., 2009. Loyalty programs: Airlines outdo hotels. Cornell Hospitality Quarterly, 50 (3), 371-382.
Devesa, M., Laguna, M. and Palacios, A., 2010. Motivación, satisfacción y lealtad en el turismo: El caso de un destino de interior. Revista Electrónica de Motivación y Emoción, 13 (35-36), 170.
Füller, J. and Matzler, K., 2008. Customer delight and market segmentation: An application of the three-factor theory of customer satisfaction on life style groups. Tourism Management, 29 (1), 116-126.
Guillet, B. and Law, R., 2010. Analyzing hotel star ratings on third-party distribution websites. International Journal of Contemporary Hospitality Management, 22 (6), 797-813.
Hair, J.F., Anderson, R.E., Tathan, R.L. and Black, W.C., 2007. Multivariate data analysis. New Jersey: Pearson/Prentice Hall.
Hosteltur and Deloitte 2012. I Encuesta Hosteltur & Deloitte Turismo 2012. Hábitos y tendencias de los viajeros según los agentes de viajes. Hosteltur, 212, 8-34.
Ibrahim, E. and Gill, J., 2005. A positioning strategy for a tourist destination, based on analysis of customers’ perceptions and satisfactions. Marketing Intelligence & Planning, 23 (2), 172-188.
Kandampully, J. and Suhartanto, D., 2013. The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 10 (1-2), 3-25.
Kim, B., Shi, M. and Srinivasan, K., 2001. Rewards programs and tacit collusion. Marketing Science, 20 (2), 99-120.
Kopalle, P. K. and Neslin, S. A., 2003. The economic viability of frequency reward programs in a strategic competitive environment. Review on Marketing Science, 1 (1), 1-39.
Lara, P. and Martínez, J.A., 2002. Comercio electrónico: la fidelización del usuario. El Profesional de la Información, 11 (6), 408-420.
Lo, A.S., Stalcup, L.D. and Lee, A., 2010. Customer relationship management for hotels in Hong Kong. International Journal of Contemporary Hospitality Management, 22 (2), 139-159.
Long, M and Schiffman, L., 2000. Consumption values and relationships: segmenting the market for frequency programs. Journal of Consumer Marketing, 17 (3), 214-232.
López, M.C. and Serrano, A.M., 2004. Is the hotel classification system a good indicator of hotel quality? Tourism Management, 25, 771-775.
Lovelock, C.H., 1983. Classifying services to gain strategic marketing insights. Journal of Marketing, 47 (3), 9-20.
Marmorstein, H., Rossomme, J. and Sarel, D., 2003. Unleashing the power of yield management in the internet era: Opportunities and challenges. California Management Review, 45 (3), 147-167.
Marques, C., Reis, E. and Menezes, J., 2010. Profiling the segments of visitors to Portuguese protected areas. Journal of Sustainable Tourism, 18 (8), 971-976.
Mauri, C., 2003. Card loyalty: a new emerging issue in grocery retailing. Journal of Retailing and Consumer Services, 10 (1), 13-25.
Mazanec, J., 1995. Positioning analysis with self-organizing maps: An exploratory study on luxury hotels. Cornell Hotel and Restaurant Administration Quarterly, 36 (6), 80-95.
Meyer-Waarden, L. and Benavent, C., 2003. Les cartes de fidélité comme outils de segmentation et de ciblage. Le cas dúne enseigne de distribution. Decisions Marketing, 32 (Oct.-Dec.), 19-30.
Michels, N. and Bowen, D., 2004. The relevance of retail loyalty strategy and practice for leisure/tourism. Journal of Vacation Marketing, 11 (1), 5-19.
Montoro, F.J., Luque, T. and Cañadas, P., 2006. Improving attitudes toward brands with environmental associations: an experimental approach. Journal of Consumer Marketing, 25 (1), 26-33.
Muhr, T., 2004. User’s Manual for ATLAS.Ti 5.0. Berlin: Scientific Software Development.
Noone, B.M. and McGuire, K.A., 2013. Pricing in a social world: The influence of nonprice information on hotel choice. Journal of Revenue and Pricing Management, 12, 385-401.
Park, D.B. and Yoon, Y.S., 2009. Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30 (1), 99-108.
Palmer, A., Mcmahon-Beattie, U. and Beggs, R., 2000. A structural analysis of hotel sector loyalty programmes. International Journal of Contemporary Hospitality Management, 12 (1), 54-60.
Ponzoa, J.M. and Reinares, P., 2010. Los programas de fidelización como plataforma de venta directa: clasificación de los titulares según redención de billete aéreos. Cuadernos de gestión, 10 (extra 1), 197-213.
Reinares, E. and Esteban, A., 1996. Comunicación e imagen en los servicios hoteleros. Madrid, Spain: Ministerio de Economía y Hacienda. Instituto de Estudios Turísticos.
Reinares, P., Reinares, E. and Mercado, C., 2010. Gestión de la heterogeneidad de los consumidores mediante programas de fidelización. Revista Europea de Dirección y Economía de la Empresa, 19 (3), 143 -160.
Rowley, J., 2005. Building brand webs: Customer relationship management through the Tesco Clubcard loyalty écheme. International Journal of Retail & Distribution Management, 33 (3), 194-206.
Sánchez-Ollero, J.L., García-Pozo, A. and Marchante-Mera, A.J., 2014. Análisis de la incidencia de las certificaciones de calidad sobre la productividad de los hoteles en Andalucía. Universia Business Review, 44, 88-103
Varela, J.V., Prat, R., Voces, C. and Rial, A., 2006. Una nueva escala para la evaluación de la calidad de los servicios de hostelería. Psicotema, 18 (1), 135-142.
Yavas, U. and Babakus, E., 2003. What Do Guests Look for in a Hotel? A multi-attribute approach. Services Marketing Quarterly, 25 (2), 1-9.
Ziliani, C. and Bellini S., 2004. From loyalty cards to micro-marketing strategies: where is Europe’s retail industry heading? Journal of Targeting, 12 (3), 281-289.
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