So much must be spent, which requires not just more considerable sums of money but also time in order to gain/use rewards in a transactional model. However, the new digital guests move quickly. They must be able to get more from a brand than points to feel loyal. And a transactional program doesn’t generate anything in terms of emotional loyalty, values loyalty, what I call convenience loyalty. Each of the latter requires a full understanding of your particular guest base and corresponding, genuine commitment to guest engagement.

This article looks at three ways of generating loyalty in a post-transaction world.