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BLHS2019: Lightspeed's Rosalie van Beveren
on how to inspire loyalty
Rosalie van Beveren, EU brand ambassador for Lightspeed, talks about the company's new loyalty offer and how to inspire loyalty in a crowded market. Filmed at the 2019 Boutique and Lifestyle Hotel Summit in London.

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Editor's comment

• Loyalty is an interesting concept in the hospitality space, where consumers have a variety of different and contrasting influences affecting their travel buying decisions - price, location, convenience, experience and increasingly “Instagramability”, to name but a few.

How does a hotel or a restaurant build up a following when taking all these in to account, in an increasingly competitive market?

Lightspeed’s Rosalie van Beveren has some interesting ideas on the theme, notably the importance of making guests feel part of something local, that they belong and they have discovered something special. And following on from that, something that they will post about on social media and recommend to their friends.

Of course, the big hotel brands all have their various takes on the loyalty and rewards program, but how do smaller and independent operators approach the issue?

We’d like to hear from you about what you do to encourage your guests to be loyal to you, whether that is demonstrated by repeat stays or by recommending you to their networks.

Drop me a line at george@internationalhospitality.media and let me know.

George Sell, editor
george@internationalhospitality.media

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