Building loyalty across different locations requires understanding travelers beyond their interaction with the hotel. This study focused on redesigning a loyalty program through in-depth interviews with frequent and occasional customers, as well as franchise managers, exploring how they form a relationship with the brand.

Key differences emerged: frequent travelers seek recognition and belonging, while new guests value simple, tangible benefits that build trust. Based on these insights, a flexible proposal was designed, combining emotional and practical rewards tailored to each profile.

An integrated app played a central role—streamlining bookings, automatically tracking points, and enabling personalized communication. The new program offers a clearer, more accessible experience, aiming to strengthen the brand connection at every stage of the guest journey.