Evaluation of Hotel Loyalty Program with Game Refinement Theory and Analytic Hierarchy Process

Abstract

This paper explores a novel way to evaluate the benefit of gamified strategy in business domain with a focus on hotel loyalty program that is a key strategy in attracting business to its properties. It presents a data-driven approach for discovering the patterns of different hotel loyalty programs using analytic hierarchy process, whereas a measure of game refinement is employed to quantify the game sophistication level of each gamified strategy. The results show interesting observations on the game sophistication of hotel reward in a specific area. Meanwhile, it is found that the selected comparison items of these hotel rewards and the number of the customers are highly related.