Marriott currently leads in the competition for the largest membership in a hotel loyalty program, with over 210 million members. However, its rivals such as Hilton, Hyatt, and IHG are quickly catching up. The largest hotel groups have made significant strides in signing up guests for their loyalty programs in recent years, with Hilton, Marriott, Hyatt, and IHG being among the top performers.
While not all hotel groups consistently report their updated counts of loyalty program membership each quarter, many do. A table of the latest publicly disclosed member counts shows the growth for Marriott, Hilton, Wyndham, and Choice over the past five years, and Hyatt’s growth over six years. Comparisons of loyalty programs across different hotel groups provide insights into the competitive landscape of the industry.
The recent State of Travel 2024 report by Skift Research compared figures from the end of 2023 with those from the end of 2019. This comparison included absolute numbers as well as percentage growth over time. Marketing campaigns and increased investments into loyalty programs have enabled major hotel groups to grow their membership by double-digits since 2019, with brands like Hyatt doubling their members over the last four years.
Skift reported earlier in the year that Hilton had been growing its loyalty program faster than Marriott. If this trend continues, Hilton may overtake Marriott in membership count in the near future. The competition among hotel groups to attract more guests to their loyalty programs is fierce, and the strategies they employ will play a significant role in determining the future leader in this aspect of the industry. With the rise of independent rewards programs like the Global Hotel Alliance, the landscape of loyalty programs in the hospitality sector is becoming increasingly diverse.
