Hotel industry to consumers: You should still stop clicking around, (obviously!), but you should also expect a lot more from us when you (1) book direct with us, (2) join our loyalty programs, and (3) stay in our hotels.
There's been a sea change in terms of how new boutique hotel brands are named: Instead of recycling other brand names (ahem, Clarion Pointe) and looking to active adjectives (hello, Avid and Tru), we've now entered the era of brands on a first-name basis.
Leading Hotels is taking a traditional, yet also somewhat contrarian approach to hotel loyalty — but will it pay off for its independent hotel members?