In July 2015, Stefanie Pietzsch, guest relations and marketing manager of The Fairway Hotel, Spa & Golf Resort, a Johannesburg-based luxury city resort owned by property developer Guvon Investments, considered introducing a loyalty programme to reward her loyal guests. In recent years, hotels in Johannesburg had experienced the effects of slow economic conditions with an overall drop in room occupancy, which had resulted in increased competition. Pietzsch preferred a loyalty programme to be implemented at hotel rather than group level, but how prepared were both the Guvon Group and The Fairway for such a programme, and would a loyalty programme be an appropriate customer acquisition and retention strategy for the hotel?
Fairway Hotel: Customer Lifetime Value through a Loyalty Programme?
- Author: &
- Publisher:Wits Business School
- Publication year:2015
- Online pub date:
- Discipline: Consumer Behavior, Marketing Strategy, Tourism, Events & Hospitality Marketing
- Length:7,159 words
Region:Southern AfricaCountry:South AfricaIndustry:AccommodationOrganization:Fairway Hotel, Spa & Golf ResortOrganization Size:Originally Published In:2015). Fairway Hotel: Customer Lifetime Value through a Loyalty Programme? WBS-2015-12. Johannesburg: The Case Centre, Wits Business School., & (Type:Online ISBN:9781473994942Copyright: © 2015 Graduate School of Business Administration, University of the Witwatersrand