Sarah gives a great example of why you shouldn't do something just because...
In her story, she illustrates how a Holiday Inn Express does a great job with their Guest of The Day Program...and how a Marriott Courtyard doesn't.
At the end of the day, your job as a hotelier is to make people feel genuinely special...the key word being genuinely. If you're not doing that...stop, and focus on things you can do really well.