Loyalty That Lasts: Growing with Guests, Not Just Points In partnership with Zonal

Customer loyalty has evolved. Today, it’s less about “collect 10 stamps, get a free coffee” and more about personalisation, value, and belonging. But what does that look like in practice for pubs, hotels, and restaurants?In this episode, Chris Fletcher, Founder & CEO of Stacked⁠ , sits down with:Amy Clarke – Head of Marketing, Wyndham Hotels & ResortsGillian Nicholson – Sales Director, ZonalJamie Queen – Chief Growth Officer, Butcombe GroupTogether, they unpack:🍷 The business case for loyalty – how programmes drive repeat visits, higher spend per head, and measurable ROI.📲 The digital shift – moving from physical loyalty cards to Apple Wallet and Google Wallet, and why simplicity is key.📊 The power of data – how operators can use guest behaviour, segmentation, and AI to deliver more relevant offers.👩‍🍳 Team buy-in – why front-of-house staff are vital to signing up customers and how Butcombe’s teams doubled their contactable database in two years.🌍 Global vs local loyalty – Wyndham’s challenge of tailoring rewards for millions of members across 90+ countries versus Butcombe’s pub-level programmes.🤝 Partnerships & innovation – from Wyndham linking hotel stays with restaurant delivery apps, to Zonal powering bespoke loyalty journeys for operators of every size.🛠️ Trends to watch – members-only pricing, gamification, festival-style loyalty, and the growing role of AI in hospitality.💡 Expect a practical, behind-the-scenes look at loyalty programmes that actually work — the kind that make customers feel recognised, not marketed to.🔗 Connect with the guests:Amy Clarke – Wyndham Hotels & ResortsGillian Nicholson – ZonalJamie Queen – Butcombe Group