The varying logic behind expiration dates in food and travel

The utility of expiration dates varies depending on the context of the product. In the food industry, expiration dates serve a critical safety function by informing consumers when perishable items, such as milk, may become unsafe or unpalatable to ingest.

In contrast, the travel industry utilizes expiration dates for loyalty program miles, points, and vouchers. The practice of expiring these rewards is viewed as illogical by some consumers. While companies use rotating promotions to drive revenue and maintain customer interest, repetitive or unchanging promotional cycles, such as those seen with Choice Hotels, can lead to customer apathy.