A research on the development of consumer loyalty programs: An example of a hotel business

The concept of loyalty, which is constantly encountered in different ways from the past to the present, is an important phenomenon that plays a role in the life cycles of large organizations. Today, large companies, which are highly aware of the importance of this phenomenon, have never avoided taking the most critical roles in the development of loyalty programs, and have succeeded in gaining the loyalty of their customers by changing the usage areas, contents and benefits of these programs in line with their own interests. Loyalty programs, which are the subject of the study, have succeeded in gaining a place in the accommodation industry, and we encounter different names in the sector but with similar contents. In this study, which deals with the Hilton brand, which has an important place in the sector, the brand's loyalty program, Hilton Honors, was examined, and interviews were held with the users who are members of the program about the programs they use. In these interviews, it was observed that the program reached its final goals and could be improved. The fact that the Hilton brand has a large and global structure means that the loyalty program it uses is used by many people. This situation brings with it some problems. In the study, positive aspects of the program were encountered as well as negative aspects.