Customer reward programs can be used to build loyalty with infrequent customers, not just frequent purchasers.

According to Patricia O’Dell, writing in Promo: “For the average consumer who travels a couple of times a year, at best, earning enough points as a hotel loyal member to redeem for a free night’s stay, car rental, or another high-point reward can seem almost an impossible task. One hotel, IHG (InterContinental Hotels Group), has debuted a new redemption category that it hopes will encourage new members and light users to see value in its loyalty program and stay dedicated to the brand. The category—digital, instant rewards—is a shift toward value during a time of economic uncertainty that has greatly affected hotel loyalty programs.”

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