Instead of just dishing out more points, some of the more innovative hotel groups are emphasizing 'instant gratification'. For instance, Amsterdam-based CitizenM gives all guests who sign up to “become a citizen” a 10% discount on the room price and a free welcome drink. Luxury hotel brands have basically eschewed conventional loyalty schemes that offer points or rewards preferring. Instead the focus is on delivering a more personalised guest experience. For instance, the hotel staff may study customer profiles, in an attempt to adapt service to individual tastes and requirements. Some of the programs also protect customers from 'getting walked' when the hotel is overbooked, and give them wait-listed priority to check-in, even though they may never have stayed in the hotel previously. Get the full story at École hôtelière de Lausanne Read also "Google says it’s time for travel marketers to rethink loyalty"