Experiential programs—unforgettable, exclusive events, ranging from unique access to once-in-a-lifetime, money-can’t-buy occasions—have been an important part of the customer loyalty landscape for over a decade. Recently there has been an increasing amount of interest in this topic as major brands including Hilton, MGM Resorts, Leading Hotels of the World, Discover and the Ritz Carlton have revamped their customer loyalty and rewards programs to make experiences a more central focus of their loyalty offering.