As the travel industry begins its long recovery after being brought to a standstill, loyalty is emerging as one of the key factors for consumers eager to travel once again. As the needs of travelers change rapidly, it is now more important than ever to consider an expanded view of loyalty in travel and explore the impact of the loyalty-tech landscape. Though loyalty was measured far more by delivering on customer service demands than incentives. More than just a tool for earning points, loyalty is about keeping customers engaged, re-building trust, streamlining the guest experience, and anticipating travelers needs as they seek to book and travel again.