Which of the following is a common loyalty program benefit?

• A. Points and discounts for frequent guests
• B. Exclusive member-only promotions
• C. The rack rate applied to all bookings
• D. No rewards offered to members

Answer: (B)

The idea being tested is what loyalty programs typically offer to members. Exclusive member-only promotions are a defining perk because they provide value that non-members cannot access, which reinforces why guests choose to enroll and stay loyal. These promotions create a tangible, members-only incentive and help differentiate the loyalty program from everyday pricing. While many programs also feature points or general discounts, those features are not as uniquely tied to the idea of being a member as exclusive promotions are. The rack rate is simply the standard price for all guests, not a reward for loyalty, and offering no rewards would defeat the purpose of having a loyalty program.