Date of Award

2017

Document Type

Thesis

Degree Name

Bachelors of Science in Hotel Administration (BS)

First Advisor

Crocker Liu

Second Advisor

Christopher Anderson

Third Advisor

Stephani Robson

Abstract

This thesis looks into hotel loyalty programs and the relationships between the involved players: hotel brands, hotels, guests, and financial institutions (co-branded credit card partners). Past studies have been conducted around loyalty programs structures and their associated value to guests. To better understand the intricacies of loyalty programs, phone interviews were conducted with industry professionals. This thesis examines the business relationships of the industry players and the flow of loyalty points. Hotel owners emerge as the net losers from the expansion and growth of these loyalty programs.

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Copyright held by the author. Reprinted with permission. All rights reserved.

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