Two Top Trends Transforming Hotel Loyalty

Brian Steele | March 19, 2018

By Brian Steele There's a new generation of travelers using points for much more than hotel stays. In order to keep their loyalty programs engaging, brands would be wise to take notice of two key movements affecting their consumers: liquid currency and generational shifts. Liquid Currency Liquid currency refers to the ability to spend loyalty points in a retail setting, as if it was actual money. This is a growing trend that can help hotel brands increase on-property spend outside of the portfolio. Some hotels may see value in having their points be totally liquid and spendable at any point of sale (La Quinta has already adopted this a...