COMPARATIVE LAW EXPERIENCES: REFUSAL FROM SERVICE PROVIDERS 223 OTAs was from rates displayed 0% to 15% lower than brand.com rates. Issues coming primarily from non-contracted OTAs being out of parity (24% in the case of major chains and 41% of independents and local chains) suggest non- -contracted OTAs are the most significant contributors to parity loss. e) World of Hyatt Loyalty Adds New Milestone Rewards to Attract Wider Audience Skift Travel News, 18 December 2018 Chicago-based Hyatt Hotels relaunched its loyalty program as World of Hyatt, in March 2017, and since then the hotel chain has often made subtle tweaks. At the time of writing, the program announced a change to the way in which it delivers ancillary perks to its elite members. Called Milestone Rewards, the new schema takes some of the traditional perks that came when earning tiers of elite status and breaks out the rewards into smaller segments earned across a wider window of time. At the Explorist elite tier, for example, which is typically earned after completing thirty qualifying nights, World of Hyatt members used to earn four club lounge access awards for use at participating properties. With Milestone Rewards, however, two of those lounge passes will be delivered at twenty nights while the other two come with Explorist status. Suite upgrades, too, will now be spread across the tiers. 5. INTERMEDIARY ONLINE SERVICES AND CONSUMERS PROTECTION Understanding consumer satisfaction is critical as it is believed that satisfaction leads to repeat purchases and favourable word‐of‐mouth promotion by clientele12 – Relationships between hotel room pricing, occupancy and guest satisfaction: A longitudinal case of the mid‐scale hotel in the United States13. In the hotel industry, customers tend to stay loyal to a brand when they are satisfied with the quality of the service that has been provided, as such, service quality has an significant effect on the performance and competitiveness of the hotel14. Consumer satisfaction (or more so dissatisfaction) consists of the general feeling that a consumer has developed about a product or service after its 12 See Mattila & O’Neil, 2003Mattila, A. S. and O’Neill, J. W. 2003. 13 Journal of Hospitality & Tourism Research, 27(3): 328–341. 14 See Akbaba, A. 2006. Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2): 170–192.
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