" Diskin was concerned that some travelers spread their hotel patronage among several chains and did not receive the service to which their total expenditure enti- tled them. He noted, "Our research suggests that a quarter of the frequent travelers are members of loyalty programs but don't have true loyalty to any one brand. They never get to enjoy the benefits of elite-program status because they don't con- solidate their business with one chain. They typically don't see the value in any of the loyalty schemes because they haven't changed their stay behavior to see the benefits.