Involve staff: Travelers may love your hotel’s design, amenities or location, but it’s the employees that keep them coming back. Ensure that staff members understand the value of guest loyalty and are trained and empowered to recognize frequent guests, thank them for their loyalty and extend preferential treatment.

Track behavior: Use the PMS, CRM and/or loyalty software to keep track of guest room nights, stays and total spend. Identify your most valuable guests and flag them for special treatment.