Jason Emanis nailed it this week: most independent hotels still think loyalty = points. But guests aren’t chasing points, they’re chasing connection.

As Jason puts it, loyalty is an experience and independents are in a prime spot to deliver it.

They’re closer to their guests, closer to the community, and (in theory) more agile.So why are so many still stuck in 2008?

‍Max Starkov chimed in with the obvious fix: guest appreciation.

Not a 12-tier, blockchain-backed mega-system. Just something clear, easy, and rewarding, like room nights spent or instant site discounts.

OTAs and banks are winning the loyalty game you should be dominating. Reinvent what loyalty means for your hotel or risk being forgotten the moment checkout happens.