That is according to Barry Kirk, vp of loyalty at Maritz Motivation Solutions, which creates loyalty programs for U.S. and global companies. The first of these trends concerns liquid currency, which refers to the ability to spend loyalty points in a retail setting, as if it was actual money. “It’s a growing loyalty trend that could help hotel brands significantly increase on-property spend outside of the portfolio,” Kirk said. “Some hotel brands may see value in having their points be totally liquid and spendable at any point of sale. This is the approach La Quinta has taken, but I suspect most companies will see value in a less liquid approach by enabling points to be spent only within the brand experience. This could include guests using points at an on-property restaurant, spa or gift shop.” With consumers demanding more flexibility and less friction in their loyalty program experiences, a hotel’s point currency needs to be flexible enough to offer value that represents the member’s current life stage and needs. After all, not everyone wants an extra night’s stay in exchange for their loyalty, or they may have other high priority near-term needs that aren’t travel related. Get the full story at Hotel Interactive