Loyalty programs have hit the maturity stage in the hospitality industries,” stated loyalty roundtable chair Michael McCall, as he opened the first session, “and many firms are now struggling to demonstrate the return on the investment in these programs and also to advance them to the next level. The goal of this roundtable is to discuss ways loyalty program executives can continue to extract value for these programs.” Held in Spring 2014 at the School of Hotel Administration at Cornell University, the roundtable brought together leading practitioners and researchers to examine ways to improve loyalty program management.