The Globe and Mail reports in its Monday edition that owners of nearly 1,000 Marriott-branded hotels recently sent a letter to chief executive officer Anthony Capuano demanding a larger share of the revenue Marriott earns from its Bonvoy loyalty program. Guest columnist Clark Harrop writes that while Marriott's Bonvoy-related revenues are increasing, the hotel owners -- who operate independently and provide the rewards when Bonvoy members redeem their points for free hotel stays -- are reimbursed by the company at steeply discounted rates. The Bonvoy dispute reveals the unique problems that can arise when a loyalty program that involves separate parties stops rewarding customer loyalty to the frontline businesses and becomes, instead, a financial product for the profit of the brand owner. This is only made worse when the businesses that actually deliver the rewards aren't adequately compensated for the cost. Marriott's relationship with its hotel owners is essentially a franchise relationship. Canada's most popular loyalty programs involve companies with franchisees, including Loblaw's PC Optimum, Canadian Tire's Triangle Rewards and Tim Hortons's Tims Rewards. They would do well to heed the lessons of the Marriott saga.