In order achieve an identified form of integration more
easily, this process needs to take place in the digital
environment. The digital environment in loyalty programs
requires new technology solutions and improvements. Best
practice loyalty programs are already moving from physical
loyalty cards only to a digital form (mobile apps, online
portals etc.). A complete shift of loyalty programs in the
tourism sector to the digital world is inevitable, enabling
innovations in loyalty.
Using “Big Data” tools and techniques allows deeper and
more relevant insights (e.g. what products and services a
tourist needs at the particular time and place), which are
opening a spectrum of new possibilities in optimizing the
current offering as well as in innovation. “Big Data” also
enables faster data collection. Analysis of a large amount of
data that has been quickly collected allows the opportunity
for a quick response on guests’ needs such as adjustment
of the hotel’s program within a couple of days, or real time
adjustments for a guest while in a hotel. Those benefits
should be leveraged to increase tourists’ experience,
making them feel valuable and included.