The fact that its so surprising to find a hotel loyalty program that doesn’t offer points to redeem for free nights tells us that the industry is in need of a strategic review of its loyalty programs.  If loyalty programs are as much about building brand as delivering clear rewards for loyalty, then the sister hotel brands of Guoman and Thistle (UK) might be on the right track.  

The focus on tier status reflects a focus on customer experience rather than financial rewards — and tells customers that loyalty means a better experience not just free nights.  We wonder whether the prevalence of the free nights offer reflects a lot about hotels perception of their ability to delivery better customer experience to their customers.