Hotel Brand Loyalty in London

There are various factors that contribute to hotel brand loyalty . On this respect , the hotel brand loyalty programmes of Mid-Scale hotels has been perceived to primarily focus on the notion of rewards points that are accumulated from a consumer 's repeat businesses . Also , promotion in terms of new facilities , amenities , technologies and other state of the art additions within hotel rooms are often boasted to attract consumers (PR Newswire , 2006 . The war against prices is also one of areas that Mid-Scale hotels focus into . The notion that the rise of e-commerce has allowed

consumers to seek and compare lowest prices has further added to the attempts of hotels to invest heavily on the use of technology to attract consumers (Rogoski , 2004

However despite the theories on the relationship of hotel brand loyalty to reward points , technologies and low prices speculations are still emerging whether these practices are indeed effective or not . A number of critics claimed that perfection is not really the major determining factor of hotel brand loyalty . It is with this respect that this research has anchored further study to the dynamics of Mid-Scale Hotel Brand Loyalty programmes and consumers ' responses

The UK Hotel Industry grew by 4 .6 by 2006 and is expected to reach a forecasted to reach the market value of 37 billion , which is a 21 .1 increase from its current market value (Datamonitor , 2007 . The most lucrative market of the industry is comprised of the domestic consumer market which is able to create equivalent to 70 .1 of the industry 's value all over Europe . The industry is also anticipated to have a CAGR of 3 .9 for the period of 2006-2011 . In 2006 , the domestic business segment was able to contribute 4 ,775 million that is equivalent to 15 .6 of the...