Programy lojalnościowe jako narzędzie kontroli ryzyka popytowego w hotelarstwie

Abstract

Risk, being a common and objective phenomenon is an immanent feature of all economic processes resulting from considerate complexity and changeability of conditions in which contemporary enterprises have to function. Increasing uncertainty of the environment brings about the need to consider the risk in the process of enterprise management which requires a constant analysis of its sources and activating factors together with undertaking some risk controloriented initiatives. Risk, which accompanies hotel activities results from the fact of functioning both in the natural and in socioeconomic environment .In operational activity of the hotel a lot of weight should be attached to market risk which arises as a result of relations with representatives of the sector – suppliers, consumers and competition. Demand risk requires a special attention. The size of demand for services, and simultaneously the level of sale, is a key factor determining effective commitment of human resources. The significance of demand risk in hotel industry has been determined by specific features of the market of hotel services, among which the following ones are of vital importance: the distance of potential tourists from the place of the service, instability, irrationalism and complementarities of demand, high capital- -intensive character of the trade, unity of rendering and consumption of services, stable service potential, prevailing share of fixed expenses in the structure of costs. Risk control consists in minimizing possible losses and maximizing potential gains resulting from risk-taking. As it is commonly known, ruling bodies detest taking risk so many initiatives in controlling the risk are based on preventive activities inhibiting the development of any disadvantageous event by affecting the risk sources or conditions of their activation. Initiatives, which aim at creating the effect of brand loyalty, play a particular role among preventive methods of controlling demand risk used by hotels. Brand loyalty is extremely advantageous for the hotel. The need for intensive hotel promotion falls, it is more difficult to enter the market of competition and guests’ sensitivity to room rate fluctuation drops. Loyalty programmes are the instrument bringing about this effect. Due to the system of incentives and profits they encourage guests to purchase hotel services once again and propagate favourable opinions about the hotel. Profits resulting from the participation in the programme affect both rational and emotional aspects. Researches conducted within the Wielkopolskie province show that hotels realize profits resulting from introducing loyalty programmes and they use this method actively. Big hotels, of high standard, and functioning within hotel chain structure, display more initiative in this matter. Deep interest in loyalty programmes among researched hotels allows assuming that this method has been permanently included into the tools used to reduce demand risk and to create advantage over competition on the hotel market.