Value of loyalty questioned

Fairfield Makkah Marriott International

Loyalty programmes were an unproven expense for owners, Thomas Magnuson, CEO, Magnuson Hotels, told us.

The comments came as it was estimated that the large global operators would raise at least $10bn using points during the crisis, following Hilton’s pre-sale of loyalty points to its co-brand credit card partner, American Express.

Thomas Magnuson, CEO, Magnuson Hotels, told us: “One third of US franchise revenues come directly from the loyalty programmes and the traditional brands have al

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