Hotel industry is growing significantly. To win the business competition and become guest’s first 
choice among other hotel, specific strategies are needed. One of them that considered as 
relevant strategy is maintaining relationship with guest by creating loyalty program. Cinnamon 
Hotel Boutique Syariah is a four star boutique hotel located in the strategic area of Bandung, 
West Java. This hotel implement Islamic sharia concept in the hotel operation. This research 
focused on finding out the membership program that have an impact in guest loyalty.