Loyalty isn’t primarily about points or benefits. It isn’t transactional. It’s about building a relationship based on taking care of customers and building trust. That’s difficult to do in a mass way, even with elite benefits because that group can number in the tens of thousands (for top elites) to the seven figures (for lowest level).
A program systematizes how guests are cared through. Benefits are part of doing that. In formulating a set of benefits it’s most important to understand what matters most to the customers that matter most. That’s often how a travel brand cares for the people the member cares most about.