In order to do this, hotels should focus more on data analysis, understanding customer segments, and measuring behaviors before, during and after program participation. Only then can hotel brands consider specific loyalty tactics to boost program results - including tiered rewards structures, marketing to Millennials, targeting potential brand ambassadors with exclusive offers for area residents and incorporating augmented reality (AR) into the customer experience. First, let's start with the axiom of the moment: data. 1. Data analysis should reflect company goals Recently, Cornell University conducted a study on hotel loyalty programs which emphasized that loyalty programs must be measured by their objectives. Programs that just want to be a "switching barrier" and reduce churn rate would be measured differently from programs geared towards customer acquisition and increased spending. The researchers did their own study of a loyalty program at two groups of independent hotels. Among the results: frequent guests became more frequent after they joined the program, with a 50% increase in revenue compared to those who did not join the program. Hotels have to define their program's objectives before they analyze data. Maybe a hotel's frequent guests have not increased spending, but is that because loyalty doesn't work within their construct or because the program is not designed for that result? Get the full story at eHotelier To learn more about hotel loyalty program success and guest engagement trends, read also the "Kobie Quarterly Review Travel Edition" at Kopie Marketing