Judging from discussions at the Americas Lodging and Investment Summit, 2022 will be a year of widespread changes to hotel loyalty programs, and there will be fierce competition to enlist new members.
In session after session, loyalty programs were raised as an area ripe for an evolution, as they have become more important to hotel business models and serve to capture new customers during a period of shifting traveler tastes and demands.
Hotel brands grew their loyalty programs during the pandemic, and many of them are investing heavily in keeping momentum going.
