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Following the success of frequent-flier programs, hotels implemented frequent-guest programs in the '80s. The authors identify the behavioral and attitudinal characteristics of “steady sleepers,” who generally have above-average incomes, tend to belong to hotels' programs, and concentrate on one program at a time. Such programs influence travelers' choices of hotels, but the chief attraction is excellent overall service. Steady sleepers prefer room upgrades to free rooms and merchandise. Travelers who are not program members are chiefly concerned about whether their rooms will be ready when they arrive. Some travelers worry that a program might be cancelled before they collect their reward or that the benefits could be taxed.
Toh et al. (1993) studied this question.