With increasing pressure coming from online travel agencies (OTAs), the sharing economy, and a proliferation of brands, loyalty programs within the hospitality industry have become ubiquitous and much more competitive – with good reason. A report from Kalibri Labs shows hotel loyalty programs can in fact work, and research from MIT Sloan Management Review found that consumers who participate in loyalty programs are 80 percent more likely to choose a brand over its competitors, and twice as likely to recommend it to others. The challenge for hoteliers lies in figuring out what their loyalty program perks should look like, whether the program value outweighs its costs, and obtaining and analyzing data to help measure the success of their loyalty programs