Systems and methods for tracking, differentiating and awarding loyalty credits to patrons of a gaming establishment are disclosed. Tracking can be facilitated by and loyalty credits can be stored on patron issued loyalty credit instruments such as printed tickets, magnetic-striped cards, room keys, portable wireless devices and smart cards. Loyalty credits can be awarded for and combined with other loyalty credits awarded for gaming activities involving wagers, game play, and possible monetary awards, as well as purchasing activities involving the procurement of food, lodging, entertainment, transportation, merchandise or services. Theoretical all expenditures profiles can be established for patrons based upon the gaming activities and purchasing activities of the patrons. Customized comps can be awarded on the initiative of the gaming establishment and without any specific request from a patron. Such comps can be based on tracked information on gaming activities and purchasing activities of the patrons.