Accrue the green loyalty points in an omnichannel way

heY! Been a while. Read a recent story about how travelers are becoming more interested in hotels' sustainability efforts (particularly Millennials and Gen Z), and how hotel chains are turning those efforts into loyalty points, in addition to their own 'go green' efforts

Absolutely a WIN-WIN situation for hoteliers & guests. Although there is a lot of information about this topic online and I'm delighted that people align on it, I'd like to provide my perspective on it via the lens of product development.

Let's connect the epics ''Sustainability+Guest Loyalty points+Omnichannel experience''

The overall vision has to be to empower guests to participate in sustainability efforts throughout the reservation lifecycle and grant them comparable loyalty points via several hotel channels based on their score for being "sustainable"

The 'Why?'

In order to fulfill guest experience hotels consume a lot of energy and water & cause high greenhouse gas emissions and water scarcity. As a reverse action, hotels have to reward guests for promoting sustainability practices with equivalent loyalty points. In this context, guests of Generation Gen Z & Millennials prefer and are more loyal to hotels that care for the planet and have sustainability practices.

Secondly, the lack of personalization and inconsistent guest experience across several hotels' communication channels has always been frustrating. Hotels must close this gap as part of this solution strategy and use it to track visitors' sustainable behavior.

Data behind the 'why'

Envisioned product concept to combine these Titans

The product needs to be with a balanced blend of sustainability practices, and loyalty points, with an omnichannel experience

1. The product should urge guests to be sustainable in every stage of booking - before, during, or after sales.
2. Secondly, the guest’s sustainable mindset and preferences should be transitioned seamlessly across all channels.
3. Thirdly, the guest’s sustainability initiative results should be tracked by integrating with other systems (Power & Water Mgmt. Systems), and equivalent loyalty points are given to the guest.

Reference:

Chat GPT, BARDAI, hoteltechreport.com, skift.com, aahoa.com, hospitalitynet, and Google.

About the Author,

Yoknath?Rajan

Budding hospitality and product expert with a 'happy to learn' attitude.

Please share your opinions on this article. I recognize there might be a better approach or anything I overlooked, so please offer your thoughts.