Personalization equals loyalty for millennials
Self-described “token millennial” Teresa Y. Lee didn’t waste time assessing the loyalty landscape for her notoriously fickle cohort. “Our loyalty is up for grabs,” said the senior analyst at HVS. “It’s up to you to design a program we want to be loyal to.” Thus began a rapid-fire breakout session on millennials and loyalty during the 2014 Americas Lodging Investment Summit. John Wallis said Hyatt Hotels Corporation, where he serves as chief marketing officer, is up for the challenge.