Sustainable Loyalty Reward Management Through Loyalty Reward Donation

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Loyalty reward programs are common in the hospitality and tourism industry. Given the staggered tourism growth under the Covid-19 pandemic, hospitality companies’sustainable and socially responsible strategies are considered a key competitive advantage to win customers. Philanthropic initiatives, or programs such as matching donations of time or money, are widely used. For example, through the “Giving Money”program, Choice Hotels International matches 100 hours of voluntary service with a$500 donation to the nonprofit organization for which the employee volunteers.However, charitable donations decline over time. 60% to 70% of loyalty rewards are unredeemed and can become a significant liability for a company (Dorotic et al., 2012).Thus, companies should encourage consumers’ sustainable behaviors to maximize their social responsibility initiatives and business benefits.
Original languageEnglish
JournalBoston Hospitality Review
Publication statusPublished - Oct 2021

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