A new report by Global Hotel Alliance (GHA) highlights three trends that will shape the future of hotel loyalty: simplicity, personalisation and experiences over discounts.
Independent hotel loyalty programmes that deliver on these and offer meaningful travel experiences for guests will stand out from the larger hotel chains.
The report named ‘What Travellers Want Most From Loyalty Programmes’ was based on research from members of the GHA Discovery loyalty programme.
With hotel guests overwhelmed by a proliferation of loyalty offerings (many of which are laden with constantly shifting rules, point valuations and redemption restrictions), customers are looking for simplicity.
Programmes that are easy to use and engage with are winning favour. Ones that deliver genuine value and elevate the overall stay will stand out in a crowded market.
Here are the top three trends redefining hotel loyalty:
1. Simple and seamless
Loyalty is no longer about accumulating points over time – it’s about ease and immediacy. GHA Discovery offers a flexible, transparent rewards currency called Discovery Dollars where members have control over their rewards. Dollars can be earned and spent globally like cash.
2. Make it personal
Travellers want loyalty that goes beyond transactional benefits. They’re looking for personalised programmes designed specifically for them – relevant perks, curated experiences and tailored communications that reflect their preferences and travel patterns.
3. It’s all about experiences
Experience-enhancing perks are driving stronger engagement than traditional discounts. 73% of travellers surveyed by GHA value tangible benefits like room upgrades, complimentary breakfast and late check-out over monetary savings.
A strong desire for an enhanced experience is influencing behaviour, with more than 80% of respondents saying they would join a loyalty programme if it guaranteed an upgrade and included breakfast.
Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance, said: “When travellers feel seen and understood, they are more likely to stay loyal and engage meaningfully with a brand. Travellers want loyalty programmes that are simple, transparent and actually make their stay better.
“GHA Discovery is leading the shift with its huge choice of brands, offering a simple rewards currency and the type of tangible benefits and tailored experiences that align with how today’s travellers want to explore the world.”
