Travel brands are jumping all over the tours and experiences market, but those at the luxury end aren't necessarily capitalizing on the trend.
A new report from Gartner L2 shows that only 35 percent of luxury hotel loyalty programs offered other experiences as rewards. That seems pretty measly compared with the 75 percent that offered free-night stay rewards.
Investing in a loyalty program is a considerable expense, especially for independent hotel groups, and the offering is often limited. In the coming years, we should expect this number to rise as high-end hotels put more money into additional products and marketing.
Tying this into a loyalty program is the obvious next step.
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