Loyalty is not bought with plastic or points; it is earned through attention, presence, memory, and the feeling of being recognized. Today's travelers are weary of diabolical complexity: shifting valuations, tight expirations, inbox noise, and mirage-like rewards, so brands must move from arithmetic to symbolism, from diabállō to symbállō. As Ellis Connolly notes, loyalty is an experience, not an infrastructure; emotions scale through stories, not bureaucracy; and technology should expand choice, not enforce rules. Begin by offering first-party value with immediate benefits, give guests simple choices and instant recognition, and let rewards spill beyond the hotel walls into the life of the destination. Future programs should feel like a living script, collapsing the time between action and acknowledgment through micro-rewards, visible member value, and local partnerships. The hotels that win in 2025 will make recognition a form of grace, keep fewer promises but keep them well, and prove, right away, that guests are seen.

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