Loyalty, like many parts of the travel industry, experienced an accelerated reset in 2020. Remaining relevant and scrambling to capture pent-up demand led to many travel brands completely rehauling their programs, experimenting with new models such as subscriptions, and opening the flood-gates to earn and burn while most travelers were stuck at home. Through this connected commerce land-grab, the importance of using data to build deeper brand affinity with future travelers was more important than ever as transactions came to a halt. With an even broader set of consumer segments making their decisions online, loyalty, personalization, and membership matters now more than ever.