In Forbes, Jeff Fromm looks at how Hyatt is rethinking business travel and hotel loyalty around what travelers say they want most: fewer friction points and stays that protect their routines.

Hyatt’s research found that 80% of business travelers say loyalty programs influence where they stay. BarkleyOKRP Chief Strategy Officer Chris Cardetti weighs in on what makes those programs work: “Smaller, immediate perks don’t just reward loyalty, they actually create it.”

It’s the same thinking behind our loyalty and CRM work, where member data and award-winning creative come together to turn a first visit into a lasting relationship.

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