In recent years, online loyalty programs have also started to target the Swiss.
Airlines deny that they have changed their approach to loyalty programs.
Still, experts on loyalty programs believe more changes are inevitable.
All real loyalty programs start in the same place: creating an experience or a product that is its own reward.
Online shopping rewards are a relatively new type of loyalty program.
Only about 10 percent said that loyalty programs had no impact on hotel choice.
That is now changing, though, as some of the Internet's biggest companies are turning their attention to loyalty programs.
Early bird bookings and loyalty programs may help you get a better deal.
With it, one of the earliest loyalty programs ended a 77 year tradition.
The firm used to handle the loyalty program for customers of Borders.