In this week’s episode of the Hotel Moment podcast, Marc Winchell, Corporate CRM at Pacific Hospitality Group, joins Karen Stephens, Revinate CMO, with a compelling call to action for hoteliers to focus on generating direct business if they want to build a loyalty program that lasts. Marc disavows points-based loyalty programs, and he details how hoteliers should instead use personalization as a tool to deepen guest relationships and provide tailored communication that OTAs can’t compete with.
