Taj group of hotels plans customer loyalty programmes with international hotels
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To get rid from commission-raking travel agencies, the As of now, travel portals eat into the profit margins of hotel chains, which is what has forced them to look for such alternatives. Online agents make up for as much as 20% of the bookings done in hotel chains, which constitute a major part of their business.
"Loyalty can be a silver bullet for us as the cost of customer acquisition in this channel is very low," said Chinmai Sharma, chief revenue officer at Taj Hotels Resorts & Palaces. "So the idea of a strategic partnership in this space with like-minded hotel brands in different geographies will give more earn and burn capabilities to the members."
As per these pacts, loyalty members of the
It was only last year that the Taj group had launched a revamped loyalty programme that had new features and enhancements on hotel stays, food and beverages and spa. Since then, the revenue from the loyalty programme and the enrolments has seen close to 60% growth.
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