There are a lot of hotel companies on the tourist market and the competition is extremely high. In most cases, tiny details decide which hotel a tourist will choose for his stay. Keeping a guest loyal to a certain hotel is becoming more and more difficult nowadays, the availabiloty of hotel is bigger and every day more diverse. The desire of every hotel company is to keep a guest, because from a financial point of view, attracting a new guest is 5 times more expensive than keeping a regular guest. One of the most important factors that affects the return of a guest to the hotel is the quality of the service provided during the guest's first stay at the hotel. A quality service is considered to be a service based on the expectations, wishes and needs of the clients, to which the hotel must constantly adapt. Tourists will return to the hotel only if the latter has met their expectations. In order for hoteliers to have a long-term and quality relationship with guests, apart from having to develop an emotional relationship with them and provide quality service, they should offer their loyalty programs. The subject of this paper is loyalty programs in the function of increasing guest satisfaction in the hotel industry, and the goal is to show the existence of different loyalty programs and determine in what way and to what extent they affect guest satisfaction and their return. In the practical part of the thesis, a comparative analysis of the application of loyalty programs in the business of selected hotels within different groups will be carried out, loyalty programs of hotel companies, hotels within a hotel chain and hotels within a hotel consortium will be analyzed. For the writing of this paper, primary research will be conducted through interviews of responsible persons of hotels of different groups, and secondary data analysis (publications of relevant tourist organizations and scientific articles) will be used.