Consumers have developed very sharp value-detectors while playing the loyalty game, and they recognise that the value equation has tilted toward hotel programmes, acknowledges Rick Ferguson, editorial director, Colloquy.

Ferguson, one of the speakers during the CRM in Travel USA 2007 conference in San Francisco, says hotel programmes are absolutely becoming the equal of frequent-flyer programmes in the marketplace. Two marketplace shifts over the past five years have been driving this trend.

In order to know more, EyeforTravel.com’s Ritesh Gupta spoke to Ferguson.

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