Loyalty to a brand, in the accepted sense, seems utopian in the 21st century. It’s where customers consistently choose your brand over all the others who provide a similar service at a similar price. Where they book your establishments over and over because it is YOU, and they feel a sense of loyalty to you.

• What drives customer loyalty?
• Loyalty is an asset that cannot be bought
• Empower your customers
• Clearly define your loyalty programme's objectives
• Brands need to empower their properties
• Within the property, recognition is a must
• Managers must empower staff