A new study by the PwC asked the question, "What's driving customer loyalty for today's hotel brands?"
From a survey of more than 1,000 business and leisure travelers they examined the preferences millennials had on hotel loyalty programs.
The examination also probed into the possible future of the travel and leisure industry due to the findings.
Initially the survey found that millennials had the fewest hotel loyalty program memberships among other travel groups.
It turns out that Millennials aren't that different from other traveling groups when it comes to the loyalty programs provided by hotels.
The most important thing that a hotel can do is provide a unique and engaging experience for any customer and that will lead their opinion, rather than that small discount with a loyalty card.
Read the full findings in the PwC release