SCHAUMBURG, IL? Hostmark?s incentive benefit program, W.A.Y. (?We Appreciate You?) is being expanded as a means of building revenue for client hotels. The program rewards the hotel decision-maker rather than the end user by offering rewards to those that select Hostmark properties for business. It was designed to form a partnership between businesses, schools, charities and Hostmark. Peggy Feller, director of incentives for Hostmark, feels that the program ?is a way of giving back to the community that supports its hotels and resorts.? The W.A.Y. program currently brings in several million dollars to Hostmark-operated hotels, according to Feller. Hostmark issues American Express Gift Cheques in return for points earned when Hostmark hotels are booked. The incentive program is a novelty to the travel industry and is a key to relationship marketing, according to Feller. As a part of the expansion of the program, she is visiting all Hostmark properties to train hotel staff in utilizing it.
