An analysis of hotel loyalty program with a focus on the tiers and points system

This paper explores the benefit of gamified sales promotion with a focus on the hotel loyalty program, which is the essential strategy for the hotel companies in contributing sales volume to its properties and commonly consists of two mechanics: tiers system and points system. It presents a data-driven approach for discovering the two mechanics of the world's largest hotel chains while analyzing the game sophistication level using a game refinement measurement. The results indicate that the range of game refinement value of these two mechanics is meaningful and reasonable in such business domain. The tiers system provides the frequent hotel guests with a fun game experience, whereas the points system allows them to identify which hotel rewards are more attractive and rewarding.