Hospitality is a sector that’s well placed to leverage loyalty in the coming years.

Winning a bigger share of direct bookings has long been a goal of hotel companies, to ease their dependence on online travel agencies. Now IHG is using a revamped loyalty program in tandem with a new booking app to address this. The advantages will go beyond free nights and upgrades, according to its senior vice president, global loyalty and partnerships.

“We’re proud of what we’ve brought to market. But delivering loyalty at scale to 6,000 hotels is complex,” Heather Balsley told Skift senior hospitality editor Sean O’Neill.

Listen to the full conversation with Balsley here.