Travel rewards programs have become more exploitable and less rewarding, with points devalued and "free" flights often costing hundreds of dollars in taxes and fees. The point of loyalty programs is to enhance customer experience, not restrict it, according to Mario Matulich, president of Customer Management Practice. While loyalty programs have decreased, they have become profitable for companies like airlines. Recent data from Mews reveals that 82% of current hotel loyalty members have expressed frustration with traditional programs. Gerri Hether, a retired nurse from Mesa, Arizona, fought back against the unfairness of the moving goalposts. She credits her efforts to avoid being trapped in loyalty quicksand.