Points and miles may dominate the loyalty conversation, but they’re far from the only way to build lasting customer relationships. In the final episode of our Loyalty Series, Dan sits down with Nicholas Friend, Head of Brand, Marketing and Customer Experience at Unlimited Vacation Club, to explore a different model, one built around membership, belonging, and exclusive access across Hyatt’s Inclusive Collection resorts.

Nicholas explains what members actually receive when they join, from preferred rates and room upgrades to VIP experiences and personalized service that begins long before check-in. But beyond the perks, the conversation explores something deeper: how a membership program can foster a genuine sense of community. From members who return year after year and form friendships at events to the excitement of being among the first guests to experience a new resort, loyalty becomes about connection as much as benefits.