ANALYSIS OF CUSTOMER LOYALTY PROGRAM IN THE HOTEL MARKET IN MOSCOW
In the article the existing customer loyalty programs in the five hotels in Moscow are reviewed and analyzed. The features of the use of possible parameters of loyalty programs in various hotels, are considered in detail: the presence of club cards of different levels, special mobile application, free Wi-Fi in the room, the accrual of bonus points, welcome gift, early/late check-in, complimentary room upgrade, free nights, partner companies, additional privileges. It is shown that there are as common loyalty program in Moscow hotels and individual, characteristic only for specific hotels.