他们的需求和品味正在不断地变化，因此酒店经营者若要建立真正的客户忠诚度，他们需要反思管理会员计划的方法。

Their demands and tastes are changing and hoteliers looking to create genuine loyalty need to rethink the way they approach their programs.

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卡尔森的这种做法可能不算世界首创，但它也算是现在十分普遍的回馈客户忠诚计划的先驱。全世界的零售商们在近几年接受了这种自暴自弃的做法。

This may not be the first example of its type, but Carlson was a pioneer of the now ubiquitous loyalty reward schemes that retailers across the world have embraced with such abandon in recent years.

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目前，大多数的酒店忠诚度计划与客户建立的仅仅是交易上的关系；这种联系只有在客户仍然重视酒店价值时才起作用。

At present, the majority of hotel loyalty schemes establish little more than a transactional relationship with customers, one that works only as long as the customer values the benefits.

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