Transferable points are probably the most valuable points to earn with a credit card. They give more flexibility when you redeem them for travel: unlike airline or hotel points, which can only be used with a specific airline or hotel, transferable points can be transferred to multiple airline or hotel loyalty programs. Plus, points transfer is given in addition to other standard redemption options, including booking travel directly through the issuer without transferring points to loyalty programs.

Customer reward programs are popular with today’s consumers. In fact, a survey commissioned by Hawk Incentives, a division of Blackhawk Network and a leading provider of rewards and incentives to organizations across the globe, found that the average American adult belongs to 6.2 such programs. That number was even higher for consumers in the Millennial generation at 6.5 on average.

We recently spoke with Theresa McEndree, the company’s Vice President of Marketing, to learn more about Hawk Incentives’ reward program services and survey insights as well as how RewardExpert readers can design effective loyalty programs for their own businesses.