In our last post, we looked at a common mistake hotels make when creating loyalty programs - assuming guests are only interested in financial rewards.

Plenty of guests appreciate social rewards. The JW Marriott Phuket allows guests in its rewards program to help a local research center release baby turtles in the sea. The program is very popular.

A hotel in Austin, Texas offers rooftop guitar lessons with a locally-famous musician as part of its rewards program. Really, your rewards program can be as creative as you are.

So what’s common to some of the most successful hotel loyalty programs?

“Immediate and uniquely valuable offerings offer a great deal more value to guests than long-term programmes like points,” Book Direct advises. “This is especially true for independents. If guests can’t redeem points at a large number of properties across the globe, how much do they really matter?”

But if you do offer a points system, consider non-expiring points. Some guest's stays may be regular, if rather infrequent, and will accrue points at their pace if not punished for not getting out more often.

Offering a reward just for signing up is a good move. It gives guests that “Wow!” factor that’s memorable and it's more likely that they’ll continue if they’ve already benefited from the program.

Think local

Sure, if you’re in Austin you'll have access to plenty of musicians. But what do you have where you are? What’s something that's fun, creative or interesting you can offer guests and that’s representative of your location? Any locally-produced goodies?

If you get regular business travellers, your loyal guests would appreciate rides to and from the airport and the option for 24-hour check-in, if these aren’t already your standard offering. They might even be grateful for complimentary suit pressing, shoe shines or some other thoughtful touch.

Finally, don’t forget to consider room upgrades (they don’t cost as much as free room stays do).