Featured Marketing Opinion

Shantelle Nagarajan

posted on May. 27, 2025 at 5:34 pm

Guest loyalty in hospitality: turning stays into relationships

Shantelle Nagarajan

posted on May. 27, 2025 at 5:34 pm

ME by Meliá Dubai's Gyunay Alieva writes on how hospitality brands must diversify their strategies to win long standing customer loyalty.

loyalty hospitality

Gyunay Alieva - Director of Marketing and Sales at ME by Meliá Dubai

In today’s increasingly competitive hospitality market, loyalty is no longer secured through transactional offers alone. Guests are not just looking for rewards – they are seeking relevance. With evolving expectations around personalisation, timing, and cultural context, hotels must rethink how they communicate with returning guests across the entire customer journey.

Loyalty programs remain a valuable tool, but their effectiveness depends on how well they are integrated into a personalised, data-informed marketing strategy. Messaging that resonates at every touchpoint, before, during, and after the stay, is now key to turning occasional guests into long-term brand advocates.

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Tags:adaptation Cultural Relevance Gyunay Alieva hospitality Loyalty ME by Meliá Dubai relevant messaging Targeted promotions

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.