Introduction
Nowadays in Hospitality Industry creation of loyalty program is the key to retain customers and to demonstrate customers that they can trust in companies’ services and products available to consume and to make customers to want to continue stay with that company continually. Loyalty programs it is also useful method to bond the relationship between organisations and customers. Different organizations establish different programs according to their size, competitors, location. Whatever program the company use its must be efficient in order to achieve the goals. Some hotel use programs where guests earn points by staying or expending within hotel can be exchange to a room or other benefits such as discount, especial treatment, use of extra facilities or room upgrade to convince the guest’s t of paying new visit to hotel. Recognition program plays an important role towards company, helping company to find what guests’ preferences and enhance performance.
O’Shaughnessy, J. (19988) argued that sales promotion is a tool used to stimulate consumers in buying products or using services. Furthermore it is relevant to give an incentive to consumers sometimes in buying service because once they try it, they return again. These recognition programs play an important role towards company where they can find what guests’ preferences are and recorded so brand will be able to utilize this information to enhance future visits In addition Jagdish N. Sheth and Rajendra S. Sisodia (2012) stated that the four As theory (Acceptability, Awareness, Affordability and Availability) are crucial to evaluate if the products offered by companies meets and exceed the expectations of customers. Also to now the value of money that customers are willing to pay for services and products. According to Banks, C. J (2012) when creating brand loyalty must be bounded firstly between employee and employer and secondly between staff and clients. Company need to take care of employees, training and knowledge policies and procedures as well the brand culture. Employees take care of the guests, forming a lasting brand loyalty between all involved parties.

Marriot and Hilton rewards Marriot | HHonors | First time Members get 50,000 bonus points | Quick reservations and check-ins based on your room preferences | Instant redemption, e.g. client can have free night | Credit Cards | Anniversary Free Night Stay E-Certificate when is customer anniversary (first time free) | Spouse stays free | Customers earn Elite night credit for each $3,000 in net purchases. | Elite club | Your preferences remembered | Online & Mobile Phone Services | No blackout dates | No blackout dates | Promotion Central | Exchange Miles for Points or Purchase Points | Dedicated Customer Service line and E-folio | Car & Rail Travel | Member Exclusive Offers | Hotel rate discounts and partner offers | Priority check-in | Shopping | Late check-out | Express check-out | Marriott strategically applies the annual fees just after the first year, because they intend to gain e great volume of customer as possible, just in the first year they make it attractive and free but after they start charging customers. In the beginning it is possible gain customers but may lose them if customers discovered that there are numbers of advantage as it seemed to be when they make the offer. Also both of hotels prioritize members when they are doing check-in, it is an excellent benefit for customers whom arrive late for their check-in and want to have everything sorted as quickly as possible Marriott to have some extra advantages than Hilton, such as customers helpline, anniversary free stay for client, this can be an advantage for Marriot when trying to persuade first time customers because they may thing that there are more benefits if they stay with Marriot than other hotel. In my opinion Hilton