Brand loyalty programs are significant in driving business to hotels. For some hotel groups, more than 80% of the occupancy consists of customers participating in the respective brand program. Little wonder then that loyalty programs have turned into an “arms race” with ever-increasing benefits to loyal customers - and ever-increasing cost to owners. The cost-per-member stay for the major brands is roundly between 4% and 5% of total member spend. But few hotel brands have cracked the code on true brand loyalty versus purchased loyalty. Four Seasons Hotels and Resorts and Kimpton Hotels & Restaurants come to mind. These companies, and others who command true customer loyalty trade on characteristics that touch three core principles of successful branding: - Their product offering is true to who they are; - It is meaningful to the customer; and - It is differentiated. Get the full story at HNN