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CEOs on the Give-and-take of Hotel Loyalty Programs

The goal of a hotel loyalty program is to help brands amass a large membership of returning guests, but the costs to administer programs and the return on investment can frustrate owners.
By Bryan Wroten
February 4, 2020 | 7:54 P.M.

LOS ANGELES—The hotel industry has used loyalty programs as a way to attract guests and, ideally, keep them from switching over to a competitor. While they have seen some success, hoteliers have had different experiences with them depending on their role in the industry.

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News | CEOs on the Give-and-take of Hotel Loyalty Programs