Loyalty programs had been a somewhat neglected weapon in the marketing arsenals of both hotels and online travel agencies until recent months. Major hotel chains have been adjusting their loyalty strategies to support the campaigns. Last Friday CNBC interviewed Marriott CEO Arne Sorenson, and he said, “I think the most important thing for us to succeed at is the loyalty program.” Sorenson referenced several upcoming changes. These moves mirror efforts by other companies to morph loyalty programs to be more than just places for points, free nights, and ego-boosting status tiers. Hotels are retooling their loyalty programs to drive more bookings via personalized pricing and perks. Read the full article at TNooz.com