Why is it important to hear feedback from an I Prefer Member’s experience?

Listening to I Prefer Member feedback is essential for program success.  Whether it is positive or negative collecting feedback ensures member satisfaction, protects our brand reputation, drives continuous program improvement, allows us to maintain a competitive advantage, and increases Member retention.

As you might be aware, satisfied Members are more likely to return to your hotel and promote the I Prefer program. Positive feedback demonstrates that the program is effectively fulfilling and surpassing Member benefits, resulting in higher customer satisfaction.

When guests experience dissatisfaction, their likelihood of returning diminishes, and as you may know, they are inclined to share negative experiences, potentially harming both the hotel’s and our program's reputation. Dissatisfied guests can incur higher costs for the hotel's service recovery endeavors, resulting in lost revenue from repeat business.