ABSTRACT
This chapter presents a literature review of the main concepts of hotel revenue management (RM), loyalty programmes in RM and their implementation, and assesses a case-based scenario. The literature will look into the key areas of a hotel to maximize the return on their investment. The heart of this writing will be the usefulness of loyalty programmes, and how this new idea of loyalty cards can be implemented in RM. It has to be noted that loyalty programmes strike a balance between what guests want and what can be offered to them as a reward. After addressing all the key theories and the limitations which are relevant to RM, a case-based study will take place in the context of Cox’s Bazar, Bangladesh. The end of the chapter highlights the importance of hoteliers adapting to modern technologies to find new horizons to do business, in order to gain strategic advantages over their competitors. While addressing these issues, a systematic process involving content analysis to this literature was adopted. This tedious process involved searching published articles from online databases for hospitality and tourism journals, selecting and evaluating relevant articles, and analysing and summarizing the findings to determine what is known and what is yet to be known.
