Guerreiro, SérgioGonçalves, Marta Nunes2024-10-292024-10-292024-01-122024-01-12http://hdl.handle.net/10362/174217Loyalty Programs are a common standard within all kinds of independent hotels and chains, serving as a way to increase sales and build connections with guests. With the intent of designing and rebranding Happitality, Room Mate Hotels’ loyalty program, the author had to immerse herself into this world, finding how can they live up to their name to create a truly loyal base and how to optimize the guest experience of the members.engCustomer loyaltyLoyalty programsHospitalityCustomer satisfactionAffective commitmentRewardsPersonalizationRoommate hotelsThe determinants of customer loyalty and the key to optimizing the guest experience of hospitality loyalty program membersmaster thesis203602234