Now, more than ever, consumers wield their purchasing power in an intentionally selective manner. They expect brands to respond to the challenge with a more personalized, convenience-driven experience. To this effect, McKinsey reports that 35% of U.S. consumers have tried a new brand since the pandemic began, while 77% demonstrated new purchasing behaviors, including new channels, stores, and brands. The hospitality sector is seeing similar trends, with some hospitality brands claiming loyalty is dead. The truth is – loyalty, as we once knew it is dead, but reimagined loyalty programs are taking over.