Recently, we saw a restaurant refer to the second and third return visits as the 'pre-loyalty' stage. At first, 'pre-loyalty' seemed a little silly, but then we realized that many, many visitors will never make it to the second visit, so capturing the third visit moment is key for helping the owner decide whether to offer loyalty rewards.
Hotel owners have a similar incentive to find out which guests are spending beyond the room, and now they're realizing the dining experiences may be key to building loyalty.
Econsultancy: Hotels are boosting loyalty with dining experiences, 2017-Nov-22 by Nikki Gilliland
While dining can undoubtedly be a social experience within the context of travel, at a basic level, it’s also a daily habit. IHG and Wyhndam tap into this, giving members greater convenience (and loyalty incentives) no matter where or how they want to eat. In contrast, both Marriott and Shangri-La use the emotive and social aspects of food, offering them memorable and immersive experiences to drive loyalty.
When it comes to choosing a hotel, food and drink might not be a key incentive. However, when it comes to re-booking or becoming a loyal member, these examples show that it is certainly a key driver.