the loyalty program ’ s name — in its name . In fact , as Brian Povinelli , SVP , global head of marketing and brand for Marriott International , said , “ Marriott Bonvoy is our master brand encompassing our nearly 8,700 hotels , in addition to home rentals , yachts , tours and activities and more .”

Robert McDowell , chief commercial officer for Choice Hotels International , said that now more than ever “ it is important to make sure you have a strong loyalty program with a clear value proposition ,” adding , “ Choice Privileges is critical to our owners ’ and operators ’ success , helping to keep our brands top of mind , driving repeat stays and more profitable direct bookings ,

which improves their top-line revenue .”

Hilton Honors , said Jenn Chick , global head and SVP of Hilton Honors customer engagement & partnerships , is “ the connective tissue ” that brings Hilton ’ s 22 brands together , adding that the program “ is a critical tool that connects us to our guests during every moment of their stay .”

Preferred Hotels & Resorts is classified as a soft brand that does not own or operate hotels , but represents hundreds of mostly independent hotels globally , offering sales and marketing tools and more . A guest who stays at the Eau Palm Beach Resort & Spa in Florida might not know that another hotel , Le Logis , a 14-

room country estate in Cognac , France , is also part of Preferred . What binds them together is the I Prefer loyalty program , “ the thread ,” which is what Lori Strasberg , SVP of marketing , calls it . The network also aims to gain leverage by including its sustainability brand Beyond Green and some members of Historic Hotels of America and Historic Hotels Worldwide in I Prefer .

“ With the challenges independent hotels face in getting reach and exposure , I Prefer brings them scale and credibility ,” said Strasberg .

MARKETING LOYALTY The importance brands place on loyalty programs is clear in their marketing . The first

[ HILTON HONORS ] IS A CRITICAL TOOL THAT CONNECTS US TO OUR GUESTS DURING EVERY MOMENT OF THEIR STAY

– JENN CHICK , GLOBAL HEAD

AND SVP OF HILTON HONORS

CUSTOMER ENGAGEMENT &

PARTNERSHIPS , HILTON

Mar / Apr 2024 hotelsmag . com 13