Traveler loyalty according to Grupo Piñero's CEO
Voice reading · ~2 min
Traveler loyalty and why someone decides to return to the same destination is the core of a reflection by Encarna Piñero, Global CEO of Grupo Piñero. In a piece published by Infotur Dominicano, the executive uses nature's great migratory cycles, swallows, salmon, turtles, as a metaphor for what she calls the “instinct to return” of the tourist.
Piñero argues that this desire to repeat an experience is not random: it is built on memorable emotions, genuine treatment and environments that create a sense of belonging. For a destination like the Dominican Republic, where repetition is a key satisfaction indicator, the executive stresses that loyalty is not bought with discounts but earned with authentic bonds. The comparison to migratory birds is not poetry: it is a wake-up call for the industry to invest in experiences that make travelers instinctively want to come back.
My take: this approach fits perfectly with the strategy of MITUR and the large resorts in Punta CanaPunta CanaThe main tourism hub of the Dominican Republic, on the eastern tip, famous for white-sand beaches, all-inclusive resorts and its own international airport., BávaroBávaroA beach area next to Punta Cana with one of the Caribbean's largest hotel clusters and a long white-sand shoreline. and SamanáSamanáA north-eastern peninsula known for humpback whale watching, unspoiled beaches like Rincón and waterfalls such as El Limón., where repetition rates hover around 40-50%. Piñero not only defends loyalty as a goal but elevates it to a natural condition of quality tourism. But beware, the challenge is not to confuse recurrence with routine. The professional wins here by turning each stay into an experience the guest misses the moment they land back home. That is the true instinct to return.
Was this article useful?
The daily brief
Hotels, airlines, MITUR, cruises and destinations. One sharp email a day. Free.
The brief Dominican travel professionals read every morning.
Editorial content by Turismo News. It may contain errors. Verify anything important with the original source.
This article may mention third-party products, companies or services for informational purposes. Turismo News does not endorse them and is not responsible for them or for what they offer. Editorial content curated by the Turismo News team.
Turismo News is an independent digest. It is not the official site of any brand mentioned. Content is editorial and curated, and may contain errors. Verify anything important with the original source. This is not financial, legal or investment advice. Some links or blocks may be sponsored or affiliate. Trademarks belong to their owners. You can unsubscribe at any time with one click, and you can request access or deletion of your data at turismo.news/contact.
The daily brief
Hotels, airlines, MITUR, cruises and destinations. One sharp email a day. Free.
The brief Dominican travel professionals read every morning.