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Glossary overview


Armin Gögele, last updated on July 18, 2023


Gamification refers to the transfer of game-like elements and processes to non-game contexts. The goal is to achieve behavior change, ideally increasing motivation among users by introducing playful elements that make tasks more enjoyable and engaging. Elements such as descriptions, rules, points, prizes, or comparisons, as well as processes such as task completion or progress tracking, are intended to encourage users to perform certain actions, consciously or unconsciously.

Initially, gamification was primarily used in the entertainment and advertising industries. It is now also playing an important role in shopping and business applications. Data analysis of gamified applications sometimes shows significant improvements in areas such as learning success, customer loyalty, ROI or data quality.

Benefits of Gamification in Hotel Marketing

  • Differentiation from the competition: By offering unique experiences, hotels can attract and retain guests.
  • Interactive hotel tours for guests: Through gamification, hotel tours can incorporate playful elements such as puzzles, quiz questions, or interactive challenges, providing guests with an enjoyable way to explore the hotel and learn more about its facilities, services, and offerings.
  • Increased guest loyalty: Gamification can strengthen guest loyalty by providing incentives to book repeatedly at the hotel and participate in gamified programs. Rewards, points systems, and exclusive offers motivate guests to demonstrate their loyalty to the hotel.
  • Revenue growth: Through gamified incentives such as bonus points for additional services or upgrades, hotels can increase their revenue. Guests are encouraged to take advantage of additional offers or services to earn more points and receive rewards.

The most important questions about Gamification

What gamified approaches are used in hotel marketing?

Hotels can employ various gamified programs based on their goals and the type of hotel. Examples include loyalty programs with rewards, challenges for exploring the hotel, interactive games in the hotel lobby, or virtual treasure hunts for guests.

How does gamification in hotel marketing enhance guest loyalty?

Gamification approaches in hotel marketing create an interactive and enjoyable guest experience, motivating guests to return and engage further with the hotel. Through rewards, exclusive offers, and personalized experiences, long-term relationships are built.

What data can be collected through gamified approaches in hotel marketing?

Gamified approaches in hotel marketing can collect various data, including participation in activities and games, utilization of hotel amenities, guest preferences for rewards and upgrades, as well as interactions on social media. Additionally, guest feedback and reviews can be captured. These collected data enable hotels to create personalized offers, optimize marketing campaigns, and continually enhance the guest experience.