Imagine a guest who has stayed at a hotel several times and, on their last visit, is asked if it's their first time. The experience is frustrating, especially when that same guest is recognized by name during a quick stop at a gas station and receives a personalized offer.
The problem isn't the lack of major perks. Guests don't expect special treatment or automatic upgrades. What they expect is something more basic and essential: to be recognized at a hotel where they've stayed before.
If recognition is the foundation of loyalty, why do so many hotels continue to fail in this area?
Loyalty without recognition is not loyalty
The hotel industry constantly talks about loyalty. Points programs, direct booking incentives, and membership campaigns are part of most brands' strategies. However, loyalty is not simply about points or benefits.
It begins when the guest feels remembered and valued for the time and money invested. And that feeling, for many travelers, still doesn't happen.
Loyalty programs often feel generic. The benefits rarely feel personal. Guests accumulate free nights or upgrades, but they're still not recognized as repeat customers. Furthermore, loyalty is typically managed centrally, with a focus on corporate metrics, while properties receive little guidance on how to transform that data into relevant, day-to-day experiences.
True loyalty is built through daily interactions. It happens at check-in, in the restaurant, and in the room. It's the name remembered, the preference respected, and the simple gesture that demonstrates care. It doesn't come from campaigns, but from consistent human interactions.
What gas stations do best
The comparison may seem exaggerated, but it reveals an important point. How can a gas station instantly recognize its customers, while a hotel fails to do so after multiple stays?
The answer lies in simplicity and the efficient use of data. Purchase, identification, and recognition happen simultaneously. Preferences are recorded, benefits are automatically applied, and the customer feels recognized in real time.
In hotels, the scenario is more complex. A single property can operate dozens of disconnected systems. Important information is scattered across the PMS, CRM, food and beverage systems, and loyalty databases. When data isn't connected, insights don't reach the front line. Guests repeat information, and the team lacks the context needed to personalize the experience.
Recognition matters more than rewards
Hospitality should convey a sense of return and familiarity. But that only happens when hotels manage to transform data into practical recognition.
To reduce this gap, it is essential to strengthen operations at the property level. More than promoting loyalty programs, brands need to make them viable on a daily basis.
This involves integrated guest data platforms, access to real-time information, training for teams to use that data effectively, and the sharing of best practices between properties. Artificial intelligence plays a central role by connecting systems, highlighting actionable insights, and freeing up team time for human interaction.
When data is integrated and technology supports operations, recognition ceases to be the exception and becomes part of the culture. Until then, loyalty will remain just a concept.
Ultimately, guests don't just want points. They want to be seen. And if a gas station can recognize a customer by name, the question remains: what's stopping a hotel from doing the same?
