Therefore, it’s imperative for hotel brands to create a loyalty program that addresses customers’ wants and exceeds their expectations. From gas cards and dining gift certificates to free Wi-Fi and bottled water, loyalty program benefits are expanding to include a whole new range of offerings. For example, members of Omni Hotels & Resorts Select Guest loyalty program automatically receive free Wi-Fi, a free morning beverage and one complimentary pressing for two items during their stay. After accruing 10 nights, members receive additional benefits including room upgrades and complimentary bottled water each night. Members who have stayed more than 30 nights also get early check-in starting at 9 a.m. and a local market amenity – a small item reflective of the hotel’s host city – on their night of arrival. With Kimpton Hotels & Restaurants’ InTouch guest loyalty program, guests receive free Wi-Fi, they can “Raid the Mini Bar” for up to $10 and they can arrange for custom room preferences, such as a specific pillow preference, that will be waiting for them upon arrival. After 15 stays or 45 nights, guests also receive complimentary room upgrades, their favorite snack and drink upon arrival, and a complimentary chef’s treat at Kimpton Restaurants. Get the full story at TripAdvisor