Loyalty programs have long been a staple in the hospitality industry, offering guests incentives to keep coming back. Traditionally, these programs have focused on straightforward transactional benefits, like earning points for stays and redeeming them for rewards. While effective to an extent, this model has limitations in fostering deep, lasting engagement with guests. Enter gamification—a game-changing strategy that’s redefining how hotels connect with their clientele. By integrating game-like elements into loyalty programs, hotels are making the experience more interactive, rewarding, and enjoyable. Corey Maple explores how gamification is transforming loyalty programs, why it works, and how hotels can leverage it to create stronger guest relationships.
The Rise of Gamification in Hospitality
Gamification, the use of game-design elements in non-game contexts, has gained traction in various industries, from education to fitness apps. Its application in the hospitality sector is relatively new but rapidly expanding. The concept revolves around engaging users through challenges, achievements, and rewards—elements that tap into human psychology and our innate desire for accomplishment.
For hotels, gamification is a way to differentiate their loyalty programs from competitors and encourage more active participation. Rather than simply rewarding guests for booking rooms, gamified programs offer interactive, goal-oriented experiences that keep guests engaged long after their stay.
Why Gamification Works
Gamification is effective because it triggers specific psychological drivers that enhance motivation and engagement:
- Sense of Achievement: By offering badges, levels, or titles, guests feel a sense of accomplishment as they progress through the program.
- Competition and Social Interaction: Leaderboards and social challenges encourage friendly competition, fostering a sense of community among participants.
- Intrinsic Motivation: The fun and satisfaction of completing challenges or unlocking rewards make guests feel more connected to the brand.
- Instant Gratification: Mini-rewards for small actions—such as completing a profile or checking in via a mobile app—keep guests motivated.
How Gamification Transforms Loyalty Programs
Hotels are using gamification to revolutionize their loyalty programs in several ways:
1. Interactive Challenges
Many hotels now offer challenges that go beyond room bookings. For example:
- Exploration Rewards: Guests earn points by visiting multiple properties in a chain, encouraging repeat stays and cross-brand exploration.
- Local Experiences: Completing city-specific tasks, like visiting popular attractions or dining at partner restaurants, earns rewards while enhancing the guest’s travel experience.
2. Tiered Rewards and Levels
Tiered loyalty structures are not new, but gamification enhances them by making level progression feel like advancing in a game. Guests can move up levels by earning points, completing challenges, or hitting milestones, unlocking exclusive benefits such as complimentary upgrades, early check-ins, or personalized perks.
3. Digital Engagement
Gamification thrives on digital platforms, making mobile apps an essential tool for modern loyalty programs. Features like:
- Daily Check-ins: Rewarding guests for engaging with the app regularly.
- Spin-to-Win Games: Offering guests chances to win instant prizes or bonus points.
- Virtual Scavenger Hunts: Encouraging guests to explore the property or local area.
4. Social Sharing and Referrals
Many programs now reward users for sharing achievements on social media or referring friends. This creates a ripple effect, drawing new customers into the loyalty ecosystem while reinforcing the brand’s visibility.
5. Real-Time Rewards
Instead of waiting to accrue points over time, gamified programs often offer immediate gratification. For instance, completing a challenge might earn a guest a free drink at the hotel bar or a discount on their next spa treatment.
Examples of Successful Gamified Programs
Several hospitality brands have already embraced gamification, setting a benchmark for others:
- Marriott Bonvoy: This loyalty program offers points for completing activities like exploring local attractions or attending events. The program also features “travel quests” where users earn points by checking into specific locations.
- IHG One Rewards: IHG incorporates gamified elements by allowing guests to earn extra points for completing various “offers” during a stay, such as dining at hotel restaurants or using spa services.
- Accor Live Limitless (ALL): This program features a tiered system where guests unlock new benefits as they accumulate stays, with opportunities to earn additional rewards through app-based challenges.
Benefits for Hotels
Gamification doesn’t just benefit guests—it also provides tangible advantages for hotels:
- Increased Engagement: Guests are more likely to interact with the brand between stays, fostering loyalty.
- Higher Revenue: Challenges and incentives encourage guests to spend more, whether by booking additional nights or using hotel services.
- Enhanced Data Collection: Gamified platforms provide valuable insights into guest preferences and behavior, enabling more personalized marketing.
- Stronger Brand Affinity: A fun, interactive loyalty program creates positive associations with the brand, increasing the likelihood of repeat bookings.
Challenges to Consider
While gamification offers immense potential, it’s not without challenges:
- Overcomplexity: Programs that are too complicated can frustrate guests instead of engaging them.
- Cost of Implementation: Designing and maintaining gamified systems requires upfront investment in technology and expertise.
- Sustainability: Over time, programs must evolve to stay fresh and exciting, which can require ongoing updates.
How to Get Started
For hotels looking to integrate gamification into their loyalty programs, here are some steps to consider:
- Set Clear Objectives: Define what you want to achieve—whether it’s increased bookings, higher app usage, or enhanced guest satisfaction.
- Start Simple: Launch with a few well-designed challenges or features, then expand based on guest feedback.
- Leverage Technology: Invest in user-friendly digital platforms that can support gamified elements.
- Measure Success: Use analytics to track participation rates, guest behavior, and ROI.
The Future of Gamified Loyalty Programs
As technology continues to evolve, the possibilities for gamification in hospitality are boundless. Augmented reality (AR) experiences, AI-driven personalization, and blockchain-based rewards systems could redefine loyalty programs in the coming years. By staying ahead of these trends, hotels can ensure their programs remain relevant and appealing to tech-savvy travelers.
Gamification represents a significant opportunity for hotels to reimagine loyalty programs. By making the experience interactive, rewarding, and fun, hotels can foster deeper connections with guests while driving business growth. As more brands embrace this innovative approach, gamification may soon become the standard in hospitality loyalty strategies.