Development of customer loyalty programs at hospitality enterprises under digitalization

The hotel industry today is one of the fastest growing and profitable areas that are represented on the modern market. New hotels are emerging, the level of competition is growing, and therefore hotel managers are forced to come up with and introduce new programs to encourage and stimulate regular customers. The purpose of the study is to characterize the incentive and incentive programs in the hotel business, the stages of forming customer loyalty programs at enterprises, as well as analyzing the incentive and incentive programs for regular customers in the context of digital transformation. In the course of the research, an analysis of various marketing tools was carried out, a classification of existing loyalty programs was given. As a result of the study, recommended approaches to creating a regular customer incentive program in hotels are presented, allowing for a closer understanding between company representatives and customers. In addition, the study revealed the most common rewards that customers prefer, actions that the customer is willing to do to receive bonuses, as well as disadvantages of existing loyalty programs that do not suit customers when participating in the program.