Despite the attempt of hotel players to redirect to their brand websites, hotels have merely poked them with the bait of direct booking rewards and best rate guarantees.

Savvy OTAs started to offer their own loyalty rewards, and hotel groups figured out that there also is a lot of room for improvement in hotels' loyalty schemes.

Millennials pay much more attention to the opinions of others when making brand choices. Loyalty programs therefore need to be less about collecting points and more about experiences - great memories and Instagrammable moments.