Legal and extra-legal conceptions of loyalty often diverge, most notably in fiduciary law. Some consider this divergence problematic because they see loyalty duties as moral duties, or because they see loyalty as a moral virtue. This chapter raises doubts about a moralistic view of fiduciary...

Instead of aiming to achieve as many members as possible, it is important to focus on retaining customers, which is achieved with the support of loyalty programmes. As the tourism and hospital industries have become the fastest growing sectors in the world, hotels have realised the potential to...