The hotel loyalty programme – once seen as a fail-safe way of engaging brand commitment – can be a cost-prohibitive marketing model for many. Loyalty discounts drive bookings and brand awareness, but at the cost of the hotel owner. They do not drive margin for the owners and their marketing costs are prohibitive. Take Wyndham, for example. Its new rewards strategy is essentially giving one free night away for every three nights booked. That’s a huge offer to sustain. Hotels have found themselves locking horns with the OTAs over rates and guest ownerships for years. Now, in a bid to push back, many large chains are turning to loyalty programmes to drive direct bookings. But hotels need to ask, is this the best course of action? Get the full story at Duetto