When two products are identically priced, but one seller offers a frequent customer awards program, it makes the alternative seller's product to be perceived as having a higher price. Some individual hotel operators, like those who own Sybil's hotel, do more than their company or franchisor requires. The result is often customers whose expectations are exceeded. What are some other no$-$cost or low$-$cost benefits any hotel could offer to its "Rewards$-$type" members to provide even more value in their purchase? What are some no$-$cost or low$-$cost benefits any restaurant could offer to its "Rewards$-$type" members to provide even more value in these customer's purchases?