Association meeting planners’ loyalty to hotel chains

Abstract

Many associations alternate the location of their annual convention. Hotel chains can have a significant advantage over independent hotels in that respect due to their network of properties across the country and the consequent potential for cross selling. This study explores the relationship between association meeting planners and hotel chains, with a particular focus on loyalty issues. It investigates meeting planners’ reasons for being loyal to a specific hotel chain and their future intentions. Hotel practices, features, and benefits that planners regard as important in developing loyalty to a chain are identified. Performance ratings for these attributes are then established, and contrasted with importance ratings, highlighting opportunities for hotel chains to improve relations with loyal planners.