In order to shed light on customer loyalty in the hotel industry, PwC surveyed 1,026 travelers—59 percent business travelers (10-plus nights a year) and 41 percent leisure travelers (fi ve-plus nights a year). Millennials, defined as between the ages of 21 and 29 in this study and accounting for 14 percent surveyed, will soon be making up a large part of the buying economy and were a key focus of the data analysis. PwC found that millennials aren’t as diff erent as expected and advise hotel brands to look at all age groups when creating loyalty programs. Another takeaway for hotels is finding a way to engage with all kinds of travelers while also targeting the most profi table demographic. Read on for PwC’s other findings, and visit pwc.com for the full analysis.