How to engage both high and low value hotel reward program members

There’s a tremendous amount of effort put into understanding Millennial and Generation Z consumers – individuals aged 18 to 35 – what they like, what motivates them, and how they are willing to spend their disposable income.  This is for good reason; these consumers represent $143 billion in spending power, and comprise about 38% of the US workforce. Brands need to meet their needs in order to survive, and if they hope to be able to compete they need to identify ways to drive loyalty from this cohort.