Cathay Hospitality to focus on customer loyalty

AN ‘AMAZZING CLUB’:An enrolment target of 68,000 for the company’s loyalty program is possible because 22% of guests at the Madison Taipei are return guests, the company said

Taipei Times
Date: Apr 19, 2017
By: Crystal Hsu / Staff reporter

Cathay Hospitality Management Co (國泰商旅), an affiliate of Cathay Financial Holding Co (國泰金控), plans to focus on attracting return guests as traveler numbers stall.

The growing number of players in the sector has also led the company to put its expansion plans on hold this year and next, to give it time to see how the industry is faring.

The company, which operates five hotels in Taiwan under the brands of Madison Taipei (台北慕軒) and Hotel Cozzi (和逸), has a goal of enrolling 68,000 people in its “Amazzing Club” loyalty program over the next 12 months and raising its direct booking rates by 5 percent, general manager Phyllis Chuang (莊婉華) said on Friday.

“The goal is achievable, given that return guests currently account for 22 percent of occupancy at Madison Taipei and 18 percent at two Cozzi outlets in the city,” Chuang said.

However, the number of return guests is lower at its two other hotels and the weakest is at Cozzi Kaohsiung, at 8 percent, Chung said.    [FULL  STORY]

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