This study investigates the underexplored relationship between revenue management and hotel loyalty programs. Results from a focus group and personal interviews with industry experts reveal that revenue management uses loyalty programs primarily as a tool to track and gather data on the customer, and revenue managers focus more on Average Daily Rate (ADR) than on total guest spend. Additionally, revenue managers are misinformed about the loyalty concept and confuse the connections between transactional, attitudinal, and true loyalty. Suggestions for future research include the investigation of the topic further by conducting a study using quantitative measures and analyses.

本研究调查了收入管理与酒店忠诚度计划之间尚未充分探索的关系。焦点小组和行业专家个人访谈的结果表明，收益管理主要使用忠诚度计划作为跟踪和收集客户数据的工具，收益经理更关注平均每日房价 (ADR)，而不是客户总支出。此外，收益经理对忠诚度概念产生了误解，混淆了交易忠诚度、态度忠诚度和真实忠诚度之间的联系。对未来研究的建议包括通过使用定量测量和分析进行研究来进一步调查该主题。