Comment on Caroline's article - The future of travel loyalty programs

I agree with Caroline on the fact that hotels will need to be more creative to compete with the existing loyalty programs. However, I believe that hotels do not automatically have to create their own loyalty programs. They can create partnerships with existing ones. For example, hotels can create partnerships with Miles & More so that guests can accumulate Miles. Many travellers can be influenced in choosing a hotel if they can accumulate Miles. They can, in the future receive discounts or free flights or room nights.