partner
to
overlay
data
from
their
customer
files
onto
our
total
membership
base
and
identified
segments
that
might
like
vacation
ownership,
others
who
would
be
great
for
the
casinos,
and
some
that
might
like
the
business
and
teleconferencing
services
we
offer."
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
anyone
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.