While Horwath HTL analysis suggests that point and redemption programs are unlikely to drive loyalty, technology and the use of big data could change this. Marriott is now collecting customer information relating to 120 million customers, over 6,700 hotel rooms and 30 different brands.

The greatest value in today's rewards programs should lie in hotel companies' ability to collect, store and utilize data more effectively to help brands offer guests more personalized experiences - all in an effort to surpass guest expectations and develop strong relationships.