At a session titled “Guest loyalty: Fact or fiction?” panelists said hotel loyalty was changing because, as Bashar Wali, president and principal of Provenance Hotels, commented, “we live in a time when consumers are conditioned to be loyal … (but are also) seeking experiences, not to be a statistic.” “And you’ll see when they check in, their wallets have every loyalty card ever,” Wali added. Guests often are regarded as “loyal” on their first stay. Such is the desire to have guest profiles on brands’ databases, panelists said. But that’s meaningless to both sides if those guests have no intention to return, or are given no incentive to do so. Get the full story at Hotel News Now