How can a hotel rewards program promote customer engagement for infrequent travelers? For frequent travelers?

For infrequent travelers, we customize offers to experience the brand again, hoping for their future business. For frequent travelers, we look to reward their loyalty in surprising ways. Most appreciate a warm welcome and recognition of their continued loyalty. We also want to offer something extra. Our offers must demonstrate that we understand who the traveler is and what they want in a loyalty program.

What are your top tips for a frequent traveler looking to make the best use of their hotel rewards?

Review redemption offers frequently. While you might join ahotel loyalty program for free nights, you may find other valuable redemption opportunities like headphones, gas cards, movie tickets, and charitable donations.

"While you might join ahotel loyalty program for free nights, you may find other valuable redemption opportunities like headphones, gas cards, movie tickets, and charitable donations."

Check loyalty milestones. It might be worth staying an extra night if you will qualify for the next tier, which can come with extra points and perks.

In your career, how has the hotel rewards industry changed?

In the travel industry, rewards programs are increasingly a brand’s primary form of guest communication and top driver of brand loyalty. Technology has made guest communication more effective and relevant.

What are some innovative programs you’ve implemented to improve customer loyalty?

Our award-winning programs include Status Match…No Catch, which matches the elite status of any other hotel loyalty program, affinity programs with AAA and Harley-Davidson that cater to certain groups, and promotions that make the rewards program a win-win for our members, hotel staff and hotel owners.