The report surveyed 5,000 British hospitality consumers to address: 

• Which consumers are most likely to switch to a competitor?
• How does loyalty in hospitality compare against other sectors?
• Consumer communication preferences
• The role loyalty schemes play in ensuring customers keep coming back to you for more
• What guests find appealing about loyalty schemes

Download the full report here.

Tim Chapman, Chief Commercial Officer, Zonal said: “It’s great to see that support for the hospitality industry is strong, with our research revealing that restaurants, pubs and bars command more loyalty than other areas of consumer spending. That said, operators can’t afford to rest on their laurels - in a cash-strapped market, customer loyalty is precarious. Investing in ways to nurture loyalty both in and out-of-venue, is key.

Karl Chessell, Business Unit Director - Hospitality Operators and Food, EMEA, CGA by NIQ said: “With many consumers’ spending still under significant pressure, it’s more important than ever to keep guests coming back to venues. But loyalty is more fragile than ever too, and securing the allegiance of younger adults—who are not just the guests of today but spenders for many years to come—is particularly difficult. Finding ways to keep people engaged between visits, and reward them for their spend when they come through the doors, requires an expert understanding of what different demographics want, and how, when and where they want to get it. Ultimately, however, loyalty comes down to venues’ delivery. Poor experiences will soon see guests look elsewhere—but consistently great ones will keep coming back again and again.”