Aussie hoteliers 'need to build brand loyalty'
Times are hard for many hotel owners across Australia, as the strength of the dollar is encouraging more people to venture abroad on their holidays.
A recent study conducted by Roy Morgan Research indicated that record numbers of Aussies are planning a break in a foreign country in the next 12 months, as travellers are attracted by some of the best exchange rates seen for years.
Meanwhile, tourists heading down under are being increasingly frugal with their overseas travel money, as the high dollar means their cash is not stretching as far as it has done in previous years.
According to the research organisation, hoteliers throughout the nation need to work extra hard on building brand loyalty if they are to survive.
"By being able to reach satisfied customers with marketing and advertising, a business increases their chances of building relationships with these customers and securing their future business," commented industry communications director at Roy Morgan Research Norman Morris.