Lodging discussed some options for achieving this direct relationship from two very different perspectives: that of Robert McDowell, chief commercial officer for Choice Hotels International, who focused on his company’s loyalty program, which is supported by national advertising and marketing; and that of Curtis Brewer, senior vice president of reservations and website solutions for TravelClick, whose clientele of both big brands and small independents use its suite of data-driven solutions to acquire and retain guests - usually without a formal loyalty program. Get the full story at TravelClick