The Introduction of Loyalty Programs in Mini-hotels Industry in Moscow

At present, a wide range of contemporary studies are employed to explain the mechanism of customer loyalty. With appearance of bonus programs in the beginning of 20th century, more and more companies try to attract regular buyers by offering them best facilities. However, in hospitality only big brand hotels now can afford loyalty programs as they have a wide chain and resources for their implementing. Mini-hotels, in their turn, are forced to offer basic services for irregular customers, because the share of loyal clients is quite low there. The present research is devoted to loyalty program introduction to mini-hotels in Moscow. The aim of the study is to assess the necessity of loyalty program implementation in mini-hotels and analyze the structure of tourist flow in Moscow. This paper includes theoretical aspects of customer loyalty, the analysis of Moscow hotel industry and customers’ attitude to mini-hotels and loyalty programs.