Analysis of loyalty programs in LLC “Spring investments”: hotel “IBIS Nizhny Novgorod”

Abstract

Problem. The development of loyalty programs is a necessary requirement in the context of globalization of the hotel business and fierce competition, but for their formation and adaptation in domestic accommodation facilities, a comprehensive analysis of existing loyalty programs as an effective marketing tool is necessary. A specific scientific task is related to conducting a comprehensive analysis of loyalty programs at the hotel “Ibis Nizhny Novgorod”, which is part of the Accor international hotel chain. The methodological base is connected with a systematic approach to the analysis of loyalty programs in the hotel ” Ibis Nizhny Novgorod”, which is part of the international hotel chain, with a variety of different approaches to the development and use of loyalty programs. Used material. The database of the research includes the internal documents of the hotel “Ibis Nizhny Novgorod”, materials of scientific publications. Method of research. Practical observation, source analysis, comparative analysis, modeling of algorithms for calculating the effectiveness of loyalty programs. Key findings of the study. The article analyzes the loyalty programs in the “Spring investments” LLC hotel “Ibis Nizhny Novgorod”. The advantages of loyalty programs for client statuses are highlighted: “Classic”, “Silver” “Gold”, and “Platinum”. This article describes the benefits of “Ibis Business” cardholders, despite the fact that customers pay for it, for 90 euros per year. The absence of a formed loyalty program in the restaurant “Ibis Kitchen” at the hotel is revealed, but certain elements that form consumer loyalty of clients are characterized, taking into account the rationality and usefulness of food. We have identified a feature in the offer of the loyalty program to employees of the hotel “Ibis Nizhny Novgorod”, which motivates employees to take a responsible attitude to work, strengthens the corporate culture of the team and allows you to identify yourself with a company that belongs to a global brand. Conclusions. A comprehensive analysis of the loyalty programs of the hotel ”Ibis Nizhny Novgorod” can become a practical guide to the formation and implementation of an important marketing tool in hotel and restaurant complexes, hostels, mini-hotels in order to improve customer relations, and the proposed calculation algorithms can become methods for measuring key loyalty indicators in hotels of various categories.