That’s a significant distinction since most hotel loyalty program benefits kick in for the consumer after a number of visits. Though the average North American traveler takes 7.6 trips per year, that threshold has limited the “everyday” traveler from taking advantage of many loyalty programs.

“We as a franchisor are particularly focused on reinventing what we think has been a static industry with minimal innovation in it and we really want to step forward and say that today’s consumer has changed and the needs of today’s owners have changed. We need a currency that will work for both of those parties and not just one or the other,” said Leslee Torres, RLHC’s SVP of digital, loyalty and partnerships.