Hotel Guests Have Never Been More (Dis)Loyal, But Some Brands Get It
Attending 2025 NYU International Hospitality Investment Forum (IHIF) in early June in New York, one common remark amongst keynotes and panelists was to point to the huge growth of loyalty program membership numbers for the big chains as being synonymous with the growth of ‘actual’ loyalty (we’ll get to what actual means later).
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