Anforderungen und Erwartungen an Kundenbindungsprogramme in der Hotellerie aus Gästesicht

Abstract

This bachelor thesis examines the requirements and expectations of hotel guests regarding loyalty programs. The background of this study is the increasing competition within the hotel industry, which makes targeted guest retention through tailored loyalty programs essential. The aim of the thesis is to identify key features, functions and reward models that provide real added value from the guests' perspective and promote acceptance and use of such programs. The theoretical foundation was established through an extensive literature review covering the topics of hospitality, customer retention and loyalty programs. Based on these insights, qualitative interviews were conducted with potential hotel guests to gain an initial understanding of their expectations and requirements. The findings from these interviews formed the basis for a quantitative online survey with 125 participants, which aimed to validate the relevance of specific program characteristics. The results show that hotel guests particularly expect monetary benefits such as discounts, free additional services and room upgrades. User-friendliness, immediate redeemability of points and transparent program conditions were also considered important. While emotional aspects such as personal attention and appreciation help to strengthen loyalty, technological features such as apps were evaluated differently. The majority of respondents preferred equal reward systems over tiered status levels, although younger participants were more open to such structures. Overall, the study reveals that successful hotel loyalty programs must be simple, flexible and individually customizable in order to foster long-term guest loyalty.

Date of Award	2025
Original language	German (Austria)
Supervisor	Sonja Maria Angerer (Supervisor)