5 Tips For Pooling Hospitality Loyalty Programs

By Natalie Rodriguez (May 1, 2014, 8:19 PM EDT) -- Hotels, casinos, travel companies and even restaurants are increasingly teaming up across industry divides to create joint rewards programs, but sloppy handling of such deals can hurt a promising partnership. From merging privacy policies to sharing intellectual property, here are five critical issues attorneys say need to be tackled before companies can enjoy the perks of pooling customers.

Be Clear About What's Getting Pooled

For companies, the allure of partnering with another business on a rewards program — which is often called a coalition loyalty program — is the opportunity to tap into an entirely new customer base.

"Each partner gets...

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