Resident guest may be loyal to a particular chain of hotels or properties. e.g. Holiday Inn, Hyatt, etc. Change of brand loyalty can be explained as a matter of habit, maximization of value to price or past experience with service since it is difficult to explain pre purchased information about services. Consumers may be reluctant to change brands as they are uncertain.
Guest also become brand loyal as they realize that repeat patronage to a particular property gives them personalize service and greater satisfaction of their needs. This is due to the fact that guest is recognized as his needs are known by the staff.
Decreasing brand loyalty may be due to:
• The availability of individual brands only in certain locations. This forces the client to choose another brand. In this way the consumer learns about competing brands and is able to make a more realistic evaluation of the kind of brand he would like to patronize.
• Travel writers give useful tips about different hotels, their services and comfort of stay.
• Travel agents also help in giving information about different hotels.
• Trade magazines often do monthly assessments of different hotels.
MANWAL