Customers no longer want a bog-standard travel experience. Period. They might want to stay in a luxury hotel one night, a moderately priced business hotel the next and a week later rent a log cabin on a distant mountaintop. So, is the traditional hotel loyalty program dead?

Not exactly, but it is definitely not what it used to be. Loyalty programs today have to go much further than they did in the past. It’s all about giving customers choice, while at the same time allowing them to be in control.