(Державний торговельно-економічний університет, 2024) Bilozertseva, S. O.
This article discusses the evolution of loyalty programs in the HoReCa (Hotel, Restaurant, Café) industry, tracing their development from informal customer relationships to sophisticated, digital platforms. It highlights how modern loyalty programs use data analytics, personalization, and gamification to engage customers and foster brand loyalty. Additionally, the article explores the role of partnerships and experiential rewards in enhancing the value of loyalty initiatives, driving customer retention in a competitive market.