The loyalty programs are offered by all global companies and the latest research shows the travelers want to be personalized.
Namely, 56 percent of the loyalty card owners do not want tourism companies to “swamp” them by the information of discounts, super promotions and low cost weekends, but to “guess what they like”.

Every fifth user in Mintel’s poll declared he would be ready to pay more the hotel room if he can choose it and it can satisfy his wishes regarding the temperature, bed quality or mini bar features.