The loyalty landscape is becoming increasingly competitive, with the average consumer active in more than 16 loyalty programs. To stand out, hotel brands must listen to their loyal guests, understand their needs, and deliver a program that meets their expectations. The Global Hotel Alliance (GHA) recently conducted a report titled “What Travelers Want Most From Loyalty Programs,” which explores the preferences of members of its loyalty program, GHA Discovery. The report highlights the importance of loyalty programs in the decision-making process for travelers and the added value they provide.
Based on responses from over 5,500 GHA Discovery members globally, the report found that members value guest recognition and benefit delivery the most. Room upgrades, complimentary breakfast, and late checkout were among the top benefits that members are looking for. These benefits become more important as members move up in tier status, with higher-tier members expecting recognition and generous perks such as upgrades. Lower-tier members, on the other hand, prioritize immediate benefits like discounts on dining and rooms.
While most findings were consistent across markets, some geographic variances were noted in benefit preferences. Members in the U.S., Australia, and Singapore value hotel location, while those in Thailand, India, and China prioritize affordability and discounts. Each market has its own unique priorities, and hotels need to adapt their loyalty program offerings and marketing strategies accordingly to cater to local needs and preferences.
GHA Discovery differentiates itself from the competition by focusing on luxury and high-quality hotels. The program’s rewards are simple and easy to understand, allowing members to earn and spend rewards across GHA’s global portfolio of independent brands. Partnerships play a key role in enhancing loyalty programs, allowing hotels to offer a broader range of benefits beyond room upgrades or free nights. GHA Discovery has partnerships with various brands, including Plum Guide, providing members with more choices and rewards.
Looking towards the future, GHA believes that loyalty programs that offer clear benefits tailored to the needs of their members will succeed. Programs that can articulate their purpose and deliver relevant benefits will enhance customer satisfaction and loyalty. The insights from the study highlight the importance of understanding customer preferences and enhancing loyalty programs to meet the evolving needs of travelers.
