Hotel brands know who their best customers are.  They are the high-value guests that travel frequently and always – or at least consistently – book and stay at properties in the brand network.  They are active members of the hotel’s loyalty program.  They book higher-tier rooms, have a high average cart size on the hotel’s ecommerce site, and spend money on property for ancillary services, food and beverage and entertainment.  They refer other travelers and are advocates for the brand.