A new study by the PwC, a professional services company that frequently surveys and assesses trends, asked the question, "What's driving customer loyalty for today's hotel brands?” The PwC CIS: Hotel Loyalty survey asked more than 1,000 business and leisure travelers about the preferences millennials had on hotel loyalty programs. The examination also probed into the possible future of the travel and leisure industry based on these findings. Initially the survey found that millennials had the fewest hotel loyalty program memberships among other travel groups. In a study done by MMGY Global it was stated that 60% of millennials would prefer to spend their money on the experience of travel rather than any material goods on their trips. Though that isn’t the crux of millennial travel experiences it does speak to a larger idea, unique experiences.