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Oracle Hospitality Research Identifies Drivers for Consumer Loyalty and Impact of Technology on Hotel and Restaurant Guest Experience

Global Insights Offer Guidance for Global Food and Beverage and Hotel Industries as They Aim to Capture Repeat Business in 2017

PR Newswire

REDWOOD SHORES, Calif., Feb. 14, 2017 /PRNewswire/ -- Today Oracle (NYSE: ORCL) announced the findings of two research initiatives aimed at identifying the consumer drivers for loyalty in the food and beverage and hotel industries and the impact of technology in curating a unique hotel guest experience. Insights from both studies highlight a global demand for loyalty programs in the hospitality industry and the critical role of technology to inspire hotel staff to create memorable guest experiences.

Identifying Consumer Drivers for Loyalty

Loyalty programs are a critical driver of repeat business for both the food and beverage and hotel industries with their ability to identify consumer habits, demographics and personalization opportunities. With these insights the hospitality industry can more effectively create frictionless experiences that encourage repeat engagement. To better understand what makes loyalty programs most effective Oracle Hospitality recently conducted a survey of 6,500 global food and beverage consumers and 8,000 hotel travelers represented by the U.S., Brazil, Mexico, Australia, U.K., Germany, France and Japan.

Recipe for Engagement: Essential Ingredients for a Restaurant Loyalty Program

Key insights from the research for the food and beverage industry include:

"Loyalty programs provide restaurant operators with the opportunity to reward guests for repeat business, to create a marketing database for personalized promotions, and to guide the strategy for future programs ensuring their relevancy," said Mike Webster, senior vice president and general manager, Oracle Hospitality and Oracle Retail. "Oracle Hospitality has a differentiated offering that leverages best-in-class, cloud POS with an integrated gift and loyalty solution and cloud analytics suite that minimizes the creation of disparate data silos which can create false perspectives of guest engagement."

What Do Consumers Want from a Hotel Loyalty Program?

Key insights from the research for the hotel industry include:

Creating the Coveted Hotel Guest Experience

Oracle Hospitality also polled more than 2,700 travelers from the U.S., U.K., France and Germany to better understand technology's impact on the hotel-guest experience and gain insight into how technology investments can be a differentiator for winning consumer business. The study also adds perspectives of hoteliers, both chains and independents, to shed light on their technological pursuits and gauge alignment with consumer expectations.

Key insights from the study highlight opportunities to engage guests prior to and during their hotel stay:

The full findings of the report can be accessed here and point to a critical opportunity for hoteliers. Once travelers arrive in the lobby, their notion of a memorable experience can be shaped entirely by the deeds and words of hotel staff which can be informed and augmented by technology investments.

"Rather than worry that greater reliance on technology will erode the human aspect of hospitality, hoteliers need to embrace it for what it can be – an invaluable tool to better understand their guests and orchestrate stays that they will long remember," said Mike Webster, senior vice president and general manager, Oracle Hospitality and Oracle Retail. "Technology can address the industry's dual challenge of operating efficiently at scale and simultaneously providing individualized service." 

Join Oracle Hospitality at Oracle Industry Connect

Oracle Hospitality will be presenting new product releases, market insights and customer case studies at Oracle Industry Connect in Orlando, FL from March 20-22, 2017. For more information on attendance please visit http://www.oracleindustryconnect.com to register.


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