Loyalty That Lasts: Growing with Guests, Not Just Points In partnership with Zonal

Tech on Toast, The Hospitality Tech Podcast

Customer loyalty has evolved. Today, it’s less about “collect 10 stamps, get a free coffee” and more about personalisation, value, and belonging. But what does that look like in practice for pubs, hotels, and restaurants?

In this episode, Chris Fletcher, Founder & CEO of Tech on Toast, sits down with:

• Amy Clarke – Head of Marketing, Wyndham Hotels & Resorts

• Gillian Nicholson – Sales Director, Zonal

• Jamie Queen – Chief Growth Officer, Butcombe Group

Together, they unpack:

🍷 The business case for loyalty – how programmes drive repeat visits, higher spend per head, and measurable ROI.

📲 The digital shift – moving from physical loyalty cards to Apple Wallet and Google Wallet, and why simplicity is key.

📊 The power of data – how operators can use guest behaviour, segmentation, and AI to deliver more relevant offers.

👩‍🍳 Team buy-in – why front-of-house staff are vital to signing up customers and how Butcombe’s teams doubled their contactable database in two years.

🌍 Global vs local loyalty – Wyndham’s challenge of tailoring rewards for millions of members across 90+ countries versus Butcombe’s pub-level programmes.

🤝 Partnerships & innovation – from Wyndham linking hotel stays with restaurant delivery apps, to Zonal powering bespoke loyalty journeys for operators of every size.

🛠️ Trends to watch – members-only pricing, gamification, festival-style loyalty, and the growing role of AI in hospitality.

💡 Expect a practical, behind-the-scenes look at loyalty programmes that actually work — the kind that make customers feel recognised, not marketed to.

🔗 Connect with the guests:

• Amy Clarke – Wyndham Hotels & Resorts

• Gillian Nicholson – Zonal

• Jamie Queen – Butcombe Group