“Loyalty is not about buying people’s business; it’s about recognition,” said Kirk Kinsell, president of the Americas for InterContinental Hotels Group, during Tuesday morning’s “Hotels building brands and the consumer buy: Fitting the jigsaw pieces together” general session. “Obviously the loyalty program is key,” added Simon Turner, president of global development for Starwood Hotels & Resorts Worldwide. “Those are the customers, the guests, we know best.” When moderator Adam Weissenberg of Deloitte & Touche asked how hoteliers can create an emotional buying decision similar to the Coke versus Pepsi debate in which everyone has an answer, the panelists were clearly in awe of the soft drinks’ standing in consumers’ eyes. Get the full story at Hotel News Now