The Marriott-Starwood merger will lead to integration for the two companies’ branding and two distinctive loyalty programs, which could lead to customer disengagement.

In the face of consolidation, hotels will need to enforce the positive, think creatively, reinforcing high value unique experiences and exclusive access, embrace technology and find little things that count.

Room upgrades, gift baskets and free amenities might bring maximum impact when it comes to brand loyalty, pre- and post-merger.

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