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Int'l hoteliers beef up loyalty competition. (Special Report: Frequent Traveler Programs).

Publication: Business Travel News
Publication Date: 09-JUN-03 		Format: Online - approximately 759 words
Delivery: Immediate Online Access

Article Excerpt
Hotel companies overseas have stepped up their promotions of frequent guest programs to compete more effectively with the U.S. giants' extensive loyalty marketing efforts.

"There may not have been the same tradition among travelers in Europe or South America of collecting points and miles as there was in the United States, but the gap is quickly closing," said Ronald Roy, vice president of business travel and distribution of the Americas division of Sol Melia Hotels and Resorts. Spain-based Sol Melia's Mas program offers points plus preferential reservations, late checkout and other service upgrades. "Frequent travelers especially have learned how quickly the points can accumulate and that they can redeem them without much effort...

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