1. The current scales of measurement for loyalty programs measure the type of loyalty. How could the financial impact of loyalty programs be determined?
2. Do loyalty programs address an emotional connection to the brand (attitudinal), or repeat visits/purchases (transactional loyalty)?
3. How does charging various customers different prices for the same room at the same hotel impact consumer loyalty?
4. Is the revenue management department concerned with the financial expense of loyalty programs in any sense?
5. What is your overall understanding of the interaction between revenue management and hotel loyalty programs?
6. Some guests may frequent a hotel due to the level of service they receive; others may return to a brand to acquire points to achieve a certain level in the loyalty program. How could a hotel track these specific behaviors in their loyal members?
7. Is it more important to focus on revenue management at a day-to-day level or at an overall strategic level when it involves hotel loyalty programs?
8. There are many elements that revenue managers must account for when discussing strategy. Would members of the loyalty program be considered one of those important elements?