The world of high technologies promotes multiple numbers of brands, technologies, innovations, and devices proper for better implementation of business relations. The goal of such manipulations and achievements is to adjust the population of a definite community to the facilities of life. The case with Excelsior Hotel is an appropriate example of such changes concerned with card approach towards use of services provided. With the appearance of such cards the experts have several questions as to the potential further benefits and present fastening of implementation and exploitation of this innovation. Cards since the beginning of 1960s became more and more popular within the American population due to the conveniences in their use. The hotel structure also was covered by the use of cards and Preferred Guest Cards, in particular. The structural points of management maintained in the Excelsior Hotel can prove its successfulness and capacities in further promotion of card culture at places where the hotel chain will be situated. High benefits and lower costs are the main factors that can prove credence of customers in contrast with other specific cards (Petersen & Winship, 2005). Cardholders adore such cards because they point out a privileged position of a card owner. Moreover, the cards suggest a number of advantages concerned with programs of accumulative points calculated in a card due to the frequency of its use in the hotel or resorts provided. Such programs are effectively applied in most known hotel chains, namely: Marriot, Continental etc. The discount rate depends on the volume of sales transactions, amount of individual sales transactions, expediency with which vouchers are turned into cash, and other factors. Each general manager, in consultation with the controller and front office manager works with each issuing agency to determine a rate that is realistic for the hotel (Bardi, 2006, p. 190). Discounts may also suggest to clients a proposition of tenth usage of a hotel’s services. This means that after ten times spent in a hotel one can use the next spending time in a hotel for free, and this again proves Preferred Guest Cards. What is more, the selection of Preferred Cards makes a hotel trendy and even vogue for a sophisticated customer due to a fashion or culture to be appropriate toward contemporary innovations in the field of services. The population is rather informed about the tendencies of services and ways of their conduct. Mass media made efforts in achieving this goal. Well-known competitors in the hotel business also have one point as of the cards, which in return concerns the annual fee for using cards and privileges which it gives. The amount of money spent annually on Preferred Guest Card differs much from an ordinary credit card of American Express, for example. This makes an additional psychological as well as marketing trick for customers to be aware of card significance. On the examples of Starwood and Marriott brands it is quite obvious. Starwood Preferred Guest program awards two Star points for every dollar spent at Starwood hotels, and offers free weekend nights for as few as 2,000 points. Marriott’s Rewards program awards 10 points for a free weekend night (Petersen & Winship, 2005, p. 49). In addition it is better to point out one more question,