Hotel loyalty programs have never been bigger. Marriott Bonvoy and Hilton Honors rank among the largest programs in the world, and IHG One Rewards recently crossed 160 million members. The opportunity now is turning that scale into value members can feel, and the brands closing that gap are the ones members come back to.
Membership is climbing across every major chain. What separates the programs that convert that growth into retention is how well they reward members....