Hospitality Meets CRM | Episode 5 is live
Loyalty in hospitality is changing — fast.
In this episode, Bruno Horta Soares and Diogo Rebelo explore why points, perks, and generic rewards are no longer enough. Guests expect relevance, personalisation, and experiences that actually feel… personal.
So what does loyalty really look like in 2026 — and why are so many programmes at risk of falling behind?
In this conversation, we cover:
🔹 Why loyalty fatigue is becoming a real challenge
🔹 How AI-powered CRM is reshaping guest experiences
🔹 Why loyalty should enhance the guest experience, not just drive repeat bookings
🔹 The importance of understanding different customer types (especially when the guest isn’t the decision-maker)
🔹 How hospitality brands can scale personalisation without losing authenticity
🔹 Where we’re seeing the biggest challenges in the industry right now
One of the biggest takeaways?
The guest isn’t always the customer.
Understanding who really makes the decision can completely change your approach.
If you’re rethinking how loyalty fits into your customer experience strategy, this one’s worth a watch.