Although nearly as prevalent as airline frequent-flyer programmes, the frequent-guest programmes of the major hotel chains have never achieved the same hold on customers.

Although it is possible for most frequent flyers to achieve 'Elite tier' status in more than one airline programme, the required customer engagement - and subsequent customer value offered - is greater than an easily switched and closely replicated hotel loyalty programme.

There are admittedly some fundamental product differences that provide greater challenges to hotel marketers. But much of the customer indifference can be explained by the programmes' simplistic value propositions and superficial direct-marketing approaches to what could and should be highly individualised and interactive relationships with best customers. Indeed, in some ways, such programmes would seem to be a zero sum game for the chains which operate them.

The major chains are all chasing the same select group of essentially business travellers who spend at least 20 nights a year in hotels. This report is part of the "Travel and Tourism Analyst" subscription. Travel & Tourism Analyst provides an examination of the travel industry, sector by sector, focusing on all the latest transport, accommodation and technology issues and highlighting developing outbound travel trends and niche markets.

Combining the latest tourism data from the most authoritative sources and unique, independent analysis, it provides a level of market-explanation that can help create focused marketing and shape effective tourism policy at the highest level.

Comprising of 20 objective reports each year, a subscription to TTA enables the end user to react to the most significant industry developments.

For more information visit http://www.researchandmarkets.com/reports/c32196