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Adjara Hospitality announced the change today.
This is not the first time the company has moved this way. A comparable programme ran last year and was extended to the regions.
Nothing changes for current customers, and there is no additional charge. Anyone already on a contract keeps their terms until it expires.
The company says the decision took more than a year to prepare and rests on customer research it intends to publish in full.
The work is funded from the company's own revenue. It has not raised outside investment and says it has no plans to.
The change rolls out in stages. The first is already live; the rest lands next quarter, with no interruption to existing accounts.
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