MAYBE Russell Kett Chairman - London, HVS: We shouldn't get hung up on the word loyalty. I'll challenge you to open your wallet and see how many loyalty cards are in it - you've probably got two or three airline cards and half a dozen hotels, all of which call themselves loyalty cards but they're actually just cards that enable you to amass certain points. But hotels would try to encourage repeat visitation and it's nice to use points you've built up. NO Carrie Wicks Operations director, Firmdale Hotels: We don't have a loyalty programme because we feel quite strongly that we want people to choose us - not because they're tied to some sort of loyalty scheme that makes them use their points or rewards. Each of our guests are individuals, one guest who likes champagne or flowers doesn't necessarily like chocolates or something else. MAYBE Julia Hands Founder, Hand Picked Hotels: We have business repeat customers, people who come most weeks and we also have loyal leisure guests, but I didn't want to have a brand where you know exactly what to expect, hotels can embellish the stay with extras to make it personal. YES Tom Rowntree VP brand management luxury and upscale brands - Europe, IHG: The power that a brand can deliver is that we can take away the risk of staying at different hotels because we come in with a brand reassurance. Then of course there all the programmes we plug into, such as the IHG Rewards Club loyalty programme, so there are loyal guests that want a risk-free stay and they're rewarded for it. NO Gary Davis CEO, Malmaison Group: We have more of a recognition scheme than a loyalty programme. It's not built on those American ones where you spend a pound and get a point. If you're a regular stayer who likes Burgundy wine, once you've been here a few times we'll leave you a bottle or do something special. Loyalty programmes tend to be impersonal. We get too much into loyalty and points mean prizes - leave that to Hilton. YES James Lohan CEO, Mr & Mrs Smith: We now run a loyalty scheme so you get money back if you book through us on future bookings - or you get a gift if you book through us - so that's important for getting people to book hotels through us. We also have a 24-hour travel team here and support team so if you're stuck in the middle of nowhere we're here. So it is a nice thing to offer guests.