Branded and independent properties are experimenting with new promotions this summer.

Follow this easy checklist to get your loyalty program in shape.

In today's marketplace, brand loyalty is fickle. The antidote the industry has turned to is the loyalty program, and at the heart of a loyalty program rests the simple goal: incentivize customers to stay with a brand.

Loyalty programs have spread to most industries fighting for today's customer: grocery stores, gas stations, retail chains, restaurants and, of course, hotels. But as the old adage goes, nothing in this world is free. Check out H&MM's special report on hotel loyalty programs and what they mean for brands, owners and guests.

Starwood says the "Gulf Region Responders" offer is aimed at making travel easier for cleanup crews, relief workers, fishermen, and others toiling to contain the Gulf oil spill.

Carino Hotels is a sales and customer information company that represents more than 60 independent four- and five-star hotels worldwide.

The new Wyndham Rewards Visa card offers cardholders accelerated reward-earning power and a suite of new benefits.

Since its launch a month ago, the loyalty program for independent hotels has signed on 73 properties in 55 cities.

Hospitality research highlights 10 principles that can improve loyalty program performance.

The program will roll out globally in 2011. It revolves around five core components: paperless meeting planning, sustainable meeting services, sustainable F&B practices, impact-assessment tools and socially conscious activities.