Loyalty programs provide a bounty of opportunities for hotels to grow their customer base and better engage with travelers. A recent study shows 77 percent of hoteliers value driving guest loyalty as their No. 1 tech initiative for 2022. Unfortunately, independent hotels often struggle with implementing an effective loyalty program of their own. These programs can be complicated to launch and difficult to maintain, which can be challenging for independent operators to justify despite their potential to cement future bookings with guests and create a healthier booking landscape overall. A strong loyalty program may be just what is necessary for hotels to implement to recover bookings lost in the shuffle during 2020 and beyond.