Major hotel chains are making a big push with loyalty programs as a part of their strategy to drive direct bookings. These major chains rely mostly on points-based programs. Independents, however, are being a little more creative. They’re focusing on immediate rewards and unique offerings, which are instantaneous and offer more value to customers. There are undeniably challenges to setting up a successful loyalty program – there’s a lot to consider! However, once up and running, they offer incredible value to independent hotels that leverage them properly. Get the full story at Net Affinity