FN ISI Export Format VR 1.0 PT J TI Implementation of a customer loyalty card AF Pilla, Elena AU Pilla, E AB Customer Relationship Management becomes more and more important for a company’s success. As it is claimed that loyal customers are willing to pay higher prices, buy more frequently and generate word-of-mouth recommendations, loyalty programs are very popular. Customer loyalty cards can be found in almost every industry, this also applies for the hotel industry. This Bachelor thesis highlights reasons and tools of customer loyalty and points out advantages and expectations of customer loyalty programs. Furthermore, characteristics of different loyalty cards are illustrated. Even though loyalty programs are very popular, it is unsure whether they really bring success. A lot of criticism is found in the literature and is stressed in this thesis. The overall goal of this thesis is to implement a customer loyalty card for Sorell Hotels, a Swiss hotel chain with 17 hotels. General managers and guests were interviewed in order to find out opinions and experiences concerning hotel loyalty cards. Additionally, already existing hotel loyalty programs were examined in order to understand and gain a brighter overview of established offers. After the analysis and evaluation of the results and a comparison with the literature, a concept is developed and at the end, recommendations for Sorell Hotels on how to proceed are presented. ER