Strawberry's hotel chain new Loyalty currency: Assessing Added Value and Benefits for Lilla Roberts Hotel Guests

Abstract

The study analysed how Strawberry’s Hotel Chain’s new loyalty program adds value and benefits guests of the Lilla Roberts Hotel in Helsinki. The research aimed to assess how well the new program improves customer satisfaction, engagement, and overall brand loyalty. This study focuses on the increasing importance of loyalty initiatives in the hospitality industry, where retaining customers and offering personalized experiences are vital for staying competitive. The goal was to determine if the new program effectively meets guest expectations and builds stronger customer relationships.

The theoretical framework of the research was based on concepts of customer experience and service design, emphasizing the enrolment process as a key part of the overall service journey. Previous studies have shown that successful loyalty programs are closely linked to positive customer experiences, clear communication, and the perceived fairness of rewards. These principles guided the interpretation of the findings and provided a strong foundation for analysing the added value created by the loyalty program. The study, therefore, treated the enrolment process not just as an administrative step but as a crucial touchpoint in shaping the guest’s perception of service quality and brand value.

The empirical part of the study used both quantitative and qualitative methods. A structured survey was given to guests staying at the Lilla Roberts Hotel during the research period. Data collection took place over a specific timeframe, enabling an analysis of guest awareness, understanding, and engagement with the new loyalty program. The findings showed that most guests were not yet fully aware of the program’s existence or its benefits, highlighting a gap between the program’s launch and customer communication. The results suggest that the hotel chain should improve its promotional and enrolment strategies to increase visibility and participation. The study concludes that, although the program has the potential to boost customer loyalty, its current impact remains limited due to low guest awareness.