privileges to members not available to other hotel patrons. The program was similar to the airline industry’s “frequent flier” programs. To become a member of the preferred guest program, a business traveler had to complete an application using a dedicated link on the hotel’s website. There was no cost to join and no annual fee to members. But benefits increased as members stayed at the hotels more often. Magnum Hotel’s database records for the program indicated the initial costs associated with the program were approximately $55,000 and annual operating costs were about $85,000. At the end of the program’s third year, there were 17,000 members.