Executive Voices: how hotels use loyalty programs to keep guests coming back

While most airlines are pretty similar in their loyalty programs — and stingy when it comes to giving free giveaways — hotel loyalty programs are a different story. Major hotels give away everything from free Wi-Fi to bottles of wine to keep guests coming back. Of course, not all loyalty programs are created equal. We asked a few hotel executives to share how they keep guests coming back.

1. Mark Weinstein, global head of customer engagement, loyalty & partnerships, Hilton Worldwide: When members book directly with Hilton, they automatically receive (exclusive) benefits, which include our lowest price guarantee with no hidden fees, free Wi-Fi and access to cutting edge digital tools via the Hilton HHonors app, including digital check-in and room selection – a first for the industry. All members can also use our newly launched Digital Key technology that is currently being rolled out to select hotels throughout the U.S. to access their guest rooms, and other areas of the hotel that require a key, directly from their smartphones.

2. Lara Hernandez, Vice President, Digital, Loyalty and Partner Marketing for the Americas, IHG:  (Research that showed guests want a greater focus on recognition) "allowed us to make changes to our loyalty program, including lowering the requirements of our current elite tiers as well as the introduction of the new Spire Elite membership level, which was designed exclusively for our most loyal members. This new level also provides industry first benefits, like the ability to earn 100% extra bonus points on qualifying stays and the option of upgrading a friend or family member to Platinum Elite status.

3. Dawn Hagin, Chief Inspiration Officer and head of marketing at Lark Hotels: On a Lark membership offers unique perks that are hard to find in other loyalty programs, such as automatic free room upgrades when available and a welcome indulgence that's tailored to the guests' stated tastes — whether that's a strong IPA, a rich Bordeaux, an old fashioned candy bar, etc.. We go out of our way to learn about their preferences and create a personal connection wherever they travel with us.

Jessica Festa is the founder on the solo and offbeat travel blog, Jessie on a Journey, and the online responsible tourism and culture magazine, Epicure & Culture. She's constantly searching for local experiences beyond the guidebook. You can follow her travels on Facebook, Twitter and Instagram.