The Money-Can’t-Buy Experiences Hotel Groups Are Rewarding Loyal Guests With

Want to see Bruce Springsteen in concert next year? And in a tiered grandstand seat close to the stage with access to V.I.P. lounges. Even though it’s sold out? Hang out at fashion shows? Or perhaps play tennis with stars such as Daniela Hantuchova or Xavier Malisse?

Join any of the major hotel loyalty programmes – such as Hilton Honors or I.H.G.’s One, and if you keep returning, rewards can include room upgrades, late checkout and free breakfasts, tapping into a basic human to feel appreciated.

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