2025 DECA Hospitality and Tourism Exam Practice – Complete Study Resource

The primary purpose of loyalty programs in the hospitality industry is to encourage repeat business by rewarding customers. These programs are designed to build a long-term relationship between the business and its customers. By offering rewards such as points, discounts, or special offers for repeat visits or bookings, businesses incentivize customers to return. This can create a sense of value and appreciation for customers, which can significantly enhance customer retention.

Loyalty programs are not primarily about simply providing discounted rates, though discounts can be a part of the reward structure. They focus more on creating an ongoing cycle of engagement, where the rewards lead to repeat visits. While collecting personal data is often a component of loyalty programs to tailor offers and improve service, it is not the main goal; rather, it serves as a tool to enhance the loyalty experience. Enhancing the quality of customer service is also important but is more a result of the loyalty program's success rather than its main purpose. Overall, the central aim is to foster customer loyalty through rewards that drive continued patronage.