 Many consumers in the US and Europe have become quite accustomed to the rewards and incentives they receive by being a "card carrying" member of an airline, hotel or car rental program.In addition, research from Chris X. Moloney shows that nearly half of all credit card users in the US utilize a points-based rewards program.In recent years, the competition for high income customers has led many of these loyalty marketing program providers to provide significant perks that deliver value well beyond reward points or miles.