Travel loyalty programs have historically focused primarily on high-value individuals that bring in a lot of revenue – but that doesn’t mean that a lower-value member today won’t become a high value one in the years to come. It’s essential that travel and hospitality brands don’t lose sight of that. However, in order to appeal to a wider range of travelers, it’s important that loyalty members have a clear understanding of a program’s value proposition, since the process for achieving and redeeming....

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