Marriott Bonvoy's Loyalty Trends Report 2026 highlights a shift in hotel loyalty engagement across Asia Pacific, excluding China (APEC), driven by travel priorities and local market dynamics. The report reveals that 89% of APEC travellers participate in at least one loyalty programme, but their engagement is increasingly influenced by specific travel passions and everyday value expectations.

The report identifies five key travel priorities: Food & Dining, Nature/Sightseeing, Shopping, Cultural Immersion, and Recharge & Disconnect. Food & Dining emerges as the top driver, with 63% of travellers prioritising culinary experiences. These travellers are more likely to earn and redeem loyalty points through food-related activities, making it a powerful lever for hotel loyalty.

Recharge & Disconnect travellers, whilst less likely to enrol in loyalty programmes, show high engagement once at properties, indicating potential growth for hotel loyalty. Hotel loyalty programmes remain the most popular category, engaging 66% of travellers, surpassing airlines, retail, and dining programmes.

Immediate value is crucial, with 77% of travellers using points for small, accessible rewards. Partnerships enhance hotel loyalty, with travellers seeking more ways to earn and redeem points. Hotel loyalty earning is primarily driven by stays (57%) and co-branded credit card spends (53%).

The report identifies three distinct loyalty mindsets: Loyalty Strategists in Japan and South Korea, Value Optimisers in Singapore, Australia, and Thailand, and Experience Seekers in India, Indonesia, and Vietnam. John Toomey, Chief Commercial Officer for APEC at Marriott International, emphasises the need for adaptive ecosystems that resonate with local behaviours and cultural nuances

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