Keyword: «consumer retention rate»

Features of guest loyalty management in the hotel business

Authors:

Irina Jykova,

Marina Voit

The article examines the levels of the hotel company's relationship with guests and highlights their features, identifies ways to increase the confidence coefficient, identifies areas of work on consumer loyalty management, and suggests tools that allow monitoring the effectiveness of measures used by the hotel company to manage consumer loyalty.

Keywords: marketing tools, consumer loyalty, relationship levels, trust coefficient, consumer retention rate, churn rate