The Taj Group of Hotels is planning to leverage its guest loyalty programmes by signing pacts with other international hotel groups and acquiring new clients directly, in an effort to reduce its dependence on online travel agencies.
According to an Economic Times report, the hotel chain is aiming to strengthen its loyalty programme with the launch of initiatives such as best-rate guarantees and improved digital platforms, including new mobile apps.“Loyalty can be a silver bullet for us as the cost of customer acquisition in this channel is very low,” said Chinmai Sharma, chief revenue officer of Taj Hotels Resorts & Palaces. “So the idea of a strategic partnership in this space with like-minded hotel brands in different geographies will give more earn and burn capabilities to the members.”
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