Well-known hotel chains which have grouped together to launch a joint customer loyalty program own the names of the people in this database. The program consists of an on-going recruitment (via telemarketing and direct mail) of members who are granted a card which entitles them to discounts on room rates and food and beverages, plus some benefits like free nights, priority in reservations, separate check-in counters, etc. Membership to the program is normally renewable yearly. The persons recruited to the program are those supposed to have enough purchasing power to use the services of the hotels covered by the program. The sales agents contracted for membership recruitment normally target high-salaried expatriates and local businessmen and professionals.