Leveraging customer panels for business success

Date of publication: October 8, 2006

Catalogue: Leisure 2006


Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel. Gathering a diverse range of guest feedback, this Panel has proven to be an invaluable source of both strategic and operational information for Fairmont's business. This paper provides real-life examples of how a world-class hotel brand effectively leverages its guest panel, not only to measure the success of its loyalty programme, but also to drive the brand and manage the guest experience.

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