Partnerships with non-hotel providers are crucial in order to provide better loyalty programs. This is exactly the shift we are experiencing now: recently Meliá Hotels International launched MeliáRewards Shopping, an online eStore for members to earn points while buying from almost 2.000 retailers, including brands like John Lewis and Fnac so, if you get homesick for all the traveling, you can always use your points to go Christmas gifting online. Hilton played it even bigger by being the first-ever hotel loyalty program to participate to Amazon Shop with Points, meaning that Hilton members can now buy virtually anything they want on Amazon with their Honors Points. Result? Hilton Honors boosted membership by 15%. Another important shift in loyalty programs is the drop of the one-size-fits-all-approach in favor of reward personalization: business travelers prefer to accumulate points to redeem them during their vacations, while tourists prefer immediate gratifications and on-site recognition, such as complimentary upgrades, welcome drinks or gift cards. Get the full story at Tnooz