A study found that members of Hilton HHonors, Radisson Gold Rewards and Starwood Preferred Guest were least able to name all of the hotel brands at which they could earn member benefits. Although large programs may have scored lower simply because they had more participating hotels, the study points out that 40% of loyalty program participants say their lodging choices are significantly influenced by program membership. "Increased chain awareness ... will help keep a valued customer from staying at, and potentially becoming more active in, a competitor's program," said an executive with the company that conducted the survey.

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