Which Hotel Rewards Programs Best Suit the Leisure Traveler?

May 30, 2016 | Insights

There was a time in this great nation’s history where we took leisure so seriously, we suited up for it. Here we see three gentlemen in 1976 — America’s bicentennial year — looking about as leisurely as you could imagine.

“StatSocial, first of all, who the heck are you?”

Fair question.

What we do here at StatSocial is analyze social media audiences. We look at Tweets, #Hashtags, Likes, Follows — all those user declared actions from dozens of sources — and put the data together in an easy to understand report explaining “WHO” is behind any audience or customer segment. We’re here to help a marketer better know the audience to whom he or she is trying to communicate a message.

One of the many areas and/or industries we’ve indexed exhaustively is travel. For the past couple of weeks we’ve been posting entries which highlight which of America’s most prominent Hotel/Hospitality Rewards Programs — those programs that seek to inspire customer loyalty through perks, and earned points redeemable later for everything from further hotel stays, to flights, to dinner at a city’s finest restaurants, and on and on — are most popular with specific types of travelers.

With this entry, we are highlighting what we’re calling the “Leisure Traveler.” By which we mean, really, a childless individual or couple not seeking wild adventure, or extensive tourism, or skiing, or a cruise, but just a relaxing trip to a nice place. Get some sun maybe, have a drink by poolside, and maybe get some rest.

By analyzing the social audiences of the major hotel rewards programs, we can identify what percentages of those audiences have indicated an interest somewhere on the web related to Leisure Travel. We then rank the rewards programs based on which program attracts the most people interested in this travel category.

It must be stressed that leisure was not something for just which the hoi polloi suited up. The Chairman of the Board, himself (that’s Mr. Sinatra, to you), dressed so leisurely you wonder how he could still be standing. As a side note: That’s Sinatra wearing that suit. Chances are that outfit in its day cost a pretty penny.

The vast number of household name and first class resorts and hotels which fall under the Hilton umbrella — Hilton Hotels & Resorts, DoubleTree, Embassy Suites, Hampton Inn, Hilton Grand, Waldorf Astoria and others — when coupled with the very robust, sort of general rewards offered by their program (early check-in, late-check-out, quick reservations, more flexibility in room choice, free internet, and so forth) makes their topping a list of this more open-ended nature almost logical.

The “Leisure Traveler” as we see it is one whose demands will most likely be simple and general. And Hilton’s program caters very directly to that. There are specialized programs, and all manner of flexibility in how you can go about using your Hilton rewards. But their occupying the top spot on his list makes a lot of sense.

To learn much more about StatSocial, the curious are encouraged to visit the StatSocial site itself, where you’ll find all sorts of stuff including sample reports.

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