Why Your Hospitality Loyalty Program is Falling Flat

David Trice | March 18, 2015

by David Trice Consider this from Allen Smith, CEO and President of Four Seasons Hotels and Resorts: "Our feedback from our guests is that they're far less concerned about accumulating points to be redeemed for rewards as they are being in a position where they're recognized, and we understand their preferences and can serve them in that highly personalized way they've come to expect." What Smith is talking about is the evolution of guest expectations about loyalty programs for the hospitality industry. The days of guests being loyal because of the accrual of points for a free night's stay are over. Today, guests want their loyalty rewa...