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Business leaders networking at the Peach 20/20 Conference  

12 Mar 2024

The new loyalty landscape

New consumer research by Zonal and CGA by Niq looks at guest loyalty towards hospitality brands, and how this has been affected by the rising cost of living.

Loyal customers are an incredibly valuable asset for any hospitality business, providing a lucrative source of repeat business and resulting revenue as well as brand advocacy that entices new guests in through your doors.

Maintaining a loyal customer-base has always been a key objective for operators, however amidst a cost-of-living crisis resulting in tighter consumer budgets, the criteria leading to a customer becoming, and remaining, loyal have changed. How does loyalty differ between generations? And what role do loyalty schemes play in all of this?

Zonal, in partnership with CGA by NIQ, surveyed 5,000 GB hospitality consumers to find the answers. Download the report to find out:

  • What makes, and breaks, loyalty?
  • Differences in loyalty between generations
  • How guest loyalty to hospitality has changed as a result of the cost-of-living crisis
  • The role loyalty schemes play in maintaining guests’ loyalty to hospitality brands

    Download the report

Eight of the industry’s top operators came together to discuss the findings of the report and chat about all things loyalty. Find out their thoughts and key takeaways here.

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