In recent years, several hotel loyalty programs have seen significant growth, with brands like Hyatt reporting a 22% increase in membership in the first quarter. This growth can be attributed to hotel brands investing in technology and loyalty programs to incentivize guests to book directly and foster brand loyalty. Direct bookings through digital channels have also increased owner and franchise profitability for major hotel companies. Marketing campaigns from Hilton and Marriott have emphasized the benefits of joining their loyalty programs and booking directly, such as best rate guarantees, free Wi-Fi, and special offers for loyalty program members.
Room upgrades, late checkout, and other in-hotel benefits are highly valued perks in hotel loyalty programs, according to a report from the Global Hotel Alliance. The Leading Hotels of the World, an association of luxury properties, offers benefits like daily continental breakfast for two and early check-in and late checkout based on availability for its members. Additionally, points redemptions are popular among travelers, with a healthy percentage using hotel loyalty points to offset costs or pay for their stays. Programs like Marriott Bonvoy, World of Hyatt, and Hilton Honors allow users to combine points or transfer miles to one another, with Hilton Honors enabling up to 11 people to pool their points together.
Many major hotel loyalty programs have created their own dining rewards programs, awarding members points per dollar spent at participating restaurants. Programs like Hilton Honors Dining, IHG One Rewards Dine & Earn, and Marriott Eat Around Town offer these rewards to members using their registered cards. In addition, hotel loyalty programs have begun to reward guests looking to stay fit during their stays. Marriott Bonvoy offers members a seven-day trial of the FitnessOnDemand platform, while Hyatt has partnered with Peloton to offer members points for participating in Peloton workouts at participating hotels.
Overall, hotel loyalty programs have been successful in attracting and retaining members through their various offerings and benefits. The shift towards direct bookings and digital channels has increased profitability for hotel companies, while programs like Marriott Bonvoy, World of Hyatt, and Hilton Honors continue to offer exclusive perks and benefits to their members. Points redemptions, dining rewards programs, and fitness incentives have become popular features of hotel loyalty programs, appealing to a wide range of travelers. As the hotel industry continues to evolve, loyalty programs will play a crucial role in driving customer loyalty and engagement for hotel brands.
