1. Planning is the journey before the adventure Hospitality loyalty doesn't have to limit itself purely to the transaction step of the travel plan. A traveler's planning journey is much bigger than that. According to an Expedia Media Solutions survey, more that 60 percent of American digital users consume travel content. Collectively, they're spending 1.5 trillion minutes each month doing so. That makes for a lot of browsing, researching and planning. Loyalty programs are beginning to catch onto this and are adding content into their offerings. Marriott's new loyalty app, launched in February, can deliver curated, original content from Marriott's digital magazine, Traveler, based on users' previous hotel searches or upcoming travels. This content helps the brand become present at other stages of the travel planning process, instead of just settling for the purchase touchpoint. Not to mention, it's sure to help the wanderlust kick in for those who are more likely to travel on a whim, or the business traveler plan a last-minute trip. Get the full story at Hospitality.Net